Grupo Posadas discovered a disconnect between its high-performing Fiesta Inn brand and that brand's core customer, the business traveler. A variety of research methodologies were used to re-build Fiesta Inn around a Brand DNA to meet the needs of business traveler guests. This paper addresses a number of issues: how a brand can differentiate itself in the marketplace using research as the driver; how research can design a distinct unique guest experience; how a satisfied guest might not necessarily be a truly loyal guest and, finally, how research can help drive action, as insights without implementation are unnoticeable and of no benefit to the end user- the guest.
Leveraging customer panels for business success
Catalogue: Leisure 2006
Authors: John Morton, Jon Mamela
Company: Market Probe International Inc.
October 8, 2006
Catalogue: Global Diversity 2006
Author: Dipen Mehta
May 8, 2006
From intuitive to formal cultural knowledge
Catalogue: Qualitative 2010: Foresight on Moods and Thoughts
Authors: Poonam V. Kumar, Anjali Puri
Company: KANTAR TNS Malaysia
November 18, 2010
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