Yen Tu Legacy Market Research
Client
Yen Tu Legacy
Industry
Tourism
Category
Brand Identity, Data Analysis
Challenge
The client expected the teams to analyze and develop a firm understanding of their targeted customer, as well as the potential ones, in order to comeup with suitable campaign to promote for the location, especially for the newer generations. Additionally, it is needed to categorize the gathered data from surveys to understand what they thought of Yen Tu as a whole (vibe, experience,etc)
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Idea
First and foremost, the idea was to understand what Yen Tu Legacy was famous for and how it managed to hold up till then, compared to the competitors, and what market segment it was aiming for.
Process
After separating and categorizing which types of tourists Yen Tu Legacy was looking for, we conducted and gatherd the maximum limited number of answers from the surveys, and used SPSS and NVIVO to differentiate which group of visitors like what about Yen Tu.
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Process
In terms of suggested activities for the location, we believed a cohesive team building for those who enjoy the jungle and wilderness was a good way to pull in the younger
THE LIMITATIONS AND FIXES
The limited number of people we could have done the survey on, compared to full-on professional research and data gathering from industries or other international universities made the skew quite large for a 100% correct thesis proven.
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However, we managed to pull fascinating opinions from the participants, especially on how to improve not only the general experience of staying there, but also how to make it look appealing for the new potential audience.
Results
We managed to be ranked top 2 for the amount of useful data gathering, as well as our suggestions on marketing for the new generations.