TRAVEL RELATED BRAND: MIXED METHODOLOGY STUDY
Our brief was to assist this brand in understanding the China market, in particular, relative to consumer travel habits and patterns and the ‘role’ that luggage plays in their lives, also at the more emotive level.
Key criteria for choice, at both product and brand level were also discussed, by occasion, as well as the relative importance of the various Offline vs Online sources for product/brand information.
Methodology: Focus Group Discussions, followed by an Online Quantitative survey were conducted.
We identified both the meaning, relevance and uniqueness of the various elements of the Brand DNA, in order to deliver detailed findings that identified
opportunities for positioning the brand in such a way that resonated with the target, at both the more rational (or ‘functional’) level, as well as the more emotive.