Optimizing Concepts With Speed Testing for a Global Brand

Business Problem

A travel and tourism major was looking for an insights partner to test out its new and existing concepts against key performance metrics to deliver the right product mix for its market determining an accurate pricing potential.

What & How We Did It

We used our panel capabilities to connect with the target audience which was affluent travelers who have traveled for leisure in the last one year and/ or are willing to travel in the next one year. We conducted a total of 35 concepts tests using a permutation approach, wherein each participant was shown 3 concepts. Each concept was followed by a series of questions. Concepts were unskippable for the first 15 seconds.

Key Insights

We found preferences to vary by country with few themes finding commonality across like sports, adventures and heritage offerings while art-related offerings were low on preference. The optimal price band of the US and UK were wider than KSA and UAE

Client Impact :

Borderless Access’ Idea and Concept Testing solutions met the objective of delivering key insights on time that helped the company optimize its propositions through bundling of offerings, creating attractive packages to deliver high value experiences.