A leading walking holiday tour provider born out of a historical brand was facing tough competition in the category and were looking to rebuild awareness through repositioning the brand.
Opinium conducted a quantitative online survey amongst considerers of walking holidays. This study included a MaxDiff, or forced choice exercise, allowing us to create an importance hierarchy of the drivers as well as a brand imagery section which allowed us to discover how the walking holiday tour brand were perceived as performing across these drivers.
This study helped guide the provider in how to respond to the impact of the cost-of-living crisis on their target customers, it also shed a great deal of light on the complicated impact of the providers borrowed associations with the historical brand it was born out of. This research also proved powerful in steering the provider in knowledge of the messages that they should prioritise in future campaigns. The inclusion of the video captures as an add on to this study illustrated the quantitative findings in a qualitative manner to great impact.