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Case Studies
Arkenford / Visit Britain Campaign
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Tourism |
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Qual focus groups |
 Arkenford Ltd specialises in market research for the tourist industry. In partnership with Visit Britain, Arkenford has developed a strategic marketing system which gives insight into the motivations that drive peoples holiday destination choices.
This unique system goes against the traditional grain of targeting people by postcode, demographic, age or lifestyle, and instead concentrates on an individual’s values that, in theory, they will hold throughout their lifetime.
Working with Arkenford for a number of years, Protel has successfully recruited respondents to focus groups within key target segments.
As part of this project an Excel-based tool was developed to predict the segment that a respondent will fall into. This tool has significantly improved the efficiency of recruitment and has helped us to continually achieve all the quotas required for the focus groups in a sector in which recruitment is notoriously difficult.
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“This project is not the norm for a recruiter. We have been really impressed by how flexible Protel have been in adapting not only to our way of thinking but to a totally new approach to research.”
Ben Moxon
Director, Arkenford Ltd |
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