Gain a clear understanding of your target audience through target group research.

Every organization in the leisure industry attracts different visitors, and preferences often vary within those groups. From families looking for a day out to culture lovers, sports fans, and vacationers: thanks to our years of experience with target group research in the leisure industry, we can help you gain a clear picture of their wishes, expectations, and behavior.

How does Markteffect conduct target audience research?

A museum appeals to different visitors than an amusement park, and even within those groups there are often multiple segments, such as families, young couples, seniors, or tourists. Quantitative research allows us to identify these segments and provide detailed insight into the behavior, preferences, and motivations of each target group. This allows you to discover which visitors are best suited to your brand and where opportunities for growth lie.

Another way to conduct target group research is through qualitative research, for example in the form of in-depth interviews or an online community. This provides scope for in-depth analysis and dialogue with your visitors. Sometimes qualitative research complements previously conducted quantitative research, as it adds extra context and nuance to the figures. In other cases, it serves as preparation for quantitative research, as it helps to identify wishes, needs, drivers, and barriers. Based on these insights, personas can be developed to guide marketing and communication, among other things.

We are happy to discuss the possibilities with you.

What distinguishes Markteffect's target audience research?

At Markteffect, everything revolves around relevance. We listen, analyze, and advise, always considering the context of your organization and the dynamics of the leisure sector.

Our research specialists critically engage with your target audience from the outset. We identify, among other things, which segments are most relevant, what their needs and preferences are, and which communication and marketing strategies are effective for each segment. In doing so, we leverage our years of experience and insights from comparable target audience studies within museums, amusement parks, holiday parks, events, and other leisure organizations.

We operate as a (knowledge) partner and trusted advisor: transparent, committed, and with a fresh perspective. Through our collaboration within The Relevance Group, we can directly translate insights into strategy, positioning, and communication. This includes not only advice on strategy and positioning but also support in developing communication and marketing plans, optimizing concepts and propositions, and enhancing the customer experience. This ensures that the results of the target audience research directly contribute to growth, more effective interactions with your target audience, and a stronger brand.

Furthermore, we can assist you with the interpretation and implementation of the research results through the Markteffect Next Step Session. This is a strategic and interactive workshop where we collaboratively explore how to make this research actionable. Experience shows that these sessions, organized with our internal project team, generate many new ideas and inspiration.

What insights does target group research provide?

At Markteffect, we do not deliver reports consisting solely of figures. You receive a practically applicable report with validated insights and clear recommendations. Our goal is for the research to become a directly usable tool to better align your leisure activities, services, or concepts with your target audience(s).

You will receive clear advice and concrete recommendations, so you know exactly where opportunities and areas for improvement lie. This enables you to make decisions based on the most relevant and reliable insights.