Market and Product Research

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Market and Product Research

• Central West NSW
• Explorer Country
• Stephen Sykes

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Explorer Country Board

• 7 member skills based board
• 1st meeting august 2001
• 2 working parties, now a research reference group
• 21 member councils, 250,000 people
• ECT is an administrative convenience
• Focus for 2002-2003 research to inform a regional
  action plan

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Research Rationale

• Historically, positioning and product development
  has been based on
• Non targeted research
• On a creative idea not targeted to a market

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Research Rationale

• ECT board response
• Research customer needs See Australia segments
• Visitors
• Market focus groups with non visitors to region
• Residents attitudes and VFR
• Research by Environmetrics
• Research product development opportunity
• Research by PacAlliance
• Develop market position and creative
• Develop product prospectus
• Prepare regional action plan based on research
• Increase capacity and skills of tourism
  stakeholders

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Funding of the Research Action Plan

• Sources
• Government
• RAP (product) 58,100
• ECT 80,000
• Members in kind 84,000
• State 10,000
• TNSW 20,000
• Total 252,000

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Funding

• Applications
• Marketing research 69,000
• Product research 143,000
• Regional action plan 40,000
• Total 252,000

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Sample Size ECT
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Visitor profile age
9
Visitor profile residence
Sydney Other NSW Other Aust Winter 39 36
25 Spring 33 28 30
Phase 2 Light bars Phase 1 Dark bars
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Sydney visitors
Winter Spring
11
Other NSW visitors
Winter Spring
12
Other Australia visitors
Winter Spring
13
See Australia Market Segment
14
Reunion
Compromise
Observation
Exploration
Indulgence
15
Compatriots
Winter Spring
16
Wanderers
Winter Spring
17
True Travellers
Winter Spring
18
Groupies
Winter Spring
19
Pampadours
Winter Spring
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What Next

• Summer research end school hols
• Product prospectus and visitor results for
• Each local area
• Sub regional
• Regional
• Integrated regional action plan
• Defined by research using see Australia segment
• Verified by other research
• Roy Morgan
• Other studies
• Board and key stakeholder input

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Outcomes

• Members have benefited from
• Talking to each other
• Developing trust by working together
• Commitment by doing small things then bigger
  things
• Built skills and capacity
• Developed common understanding of
• Segment and
• Product
• Maintained independence yet become interdependent
• Built a regional team of stakeholders