The challenge
A tourism board wanted to understand visitor spend and satisfaction by source market. Visitors from some countries were much easier to intercept than others, so raw results did not match the real visitor mix.
Our approach
We combined intercepts at arrival points with an online follow-up and weighted results to official arrival figures.
- Ran tablet intercept interviews at the airport and main ferry terminal across weekdays and weekends
- Invited intercepted visitors to a short online survey after their trip
- Weighted results to official arrivals by source market and travel season
- Delivered weighted tables and a field report on response by location
The results
- Spend and satisfaction results that match the real visitor mix
- Coverage of four source markets in one design
- A repeatable method the board can run each season
Illustrative scenario based on typical engagements. Client details are anonymised.
