Leisure market exploration

The expansion

Do you have a new attraction, destination plan, product, or service and want to enter a new market with it? The first step is thorough research. This involves testing the proposition against the target group you want to reach. By using a panel, you can ask the right questions to gain insight into why the intended target group is not yet using your idea or concept and what you need to change in your proposition to achieve this.

The feasibility

Is there sufficient potential in the market or among my audience to launch my product or service? This is assessed by means of a concept study with a panel, based on the perceptions of the potential target group. This reveals the exact nature of the target group, which sub-segments would accept your idea or concept, and which elements of your proposition are decisive in this regard.

What does market exploration offer you?

When leisure research specialists explore new markets, they use a five-step model. With each step in the process, another piece of the puzzle falls into place and we get closer to concrete results, recommendations, and action points on how to market your new product.

1. Target group definition
2. Target group recognition ( location and distribution)
3. Target group presence (density)
4. Identifying wishes, needs, and intended use
5. Statistical substantiation based on target group size, segments, and regions 

When the research is conducted, existing visitors and customers are compared with potential visitors and customers. This allows us to identify where the overlap lies. We also look at how you can appeal to your new target group without losing your existing visitors and customers because they no longer identify with your proposition. Together with you, we determine the principles of your proposition that will enable you to appeal to the optimal size and full potential of your target group.

Your insights after Market exploration

A Market exploration provide insight into:

• What the wishes and needs of visitors and customers are;
• What the price elasticity is and what people are willing to pay for your idea or concept;
• What is the intended use or acceptance threshold of your new product or service?
• How big the market is;
• How many consumers will purchase your new product or service, broken down by target group or region.