Multi-year
Tracking program
The measurement continued through changing conditions.
Case studies Travel & tourism
Tracking tourism through changing conditions
A multi-year brand tracker and KPI dashboard put survey findings, hotel occupancy, and website traffic in one view.
- Brand Tracking & Growth Diagnostics
- Quantitative
- Consumer
3
Data sources
Survey, hotel occupancy, and website data appeared together.
The objective
The bureau needed recurring measures of vacation-choice drivers and campaign response, viewed beside occupancy and website data.
The research design
The tracker measured primary and secondary vacation-choice drivers through the pandemic. A dashboard compared selected periods and current campaign response.
The outcome
Over several years, the bureau used the tracker to revise communications and assess target-audience response. The dashboard displayed hotel occupancy and website visits beside survey measures.
For methods and deliverables, see Russell's Brand Tracking & Growth Diagnostics page.
Other cases in this area
Retail · Brand Tracking & Growth Diagnostics
Why sellers were not joining an online marketplace
A large-scale B2B tracker measured the barriers facing several seller audiences and monitored whether the retailer's response was working.
View case →Automotive · Segmentation & Personas
Four early segments in the automotive aftermarket
A four-day online forum with 27 car owners identified four possible segments and supplied the language and attributes for a quantitative study.
View case →Have a related question?
Send us the question and audience. We will discuss a possible approach and the closest examples from our work.