Examples of marketing research for reframing impact
| Marketing research | Sample size | Key findings | Reframing impact |
|---|---|---|---|
| Literature review | Sample of key words searched: sustainability; sustainable tourism; climate change; consumer changes; tourism trends; digital advancements; impact of COVID-19 (tourism and consumer trends) | Nine global-to-local sustainable tourism mega trend – growing consumer awareness of climate change urgency; increasing interest in sustainability in tourism; evolving consumer demand; slow tourism; landscape and nature; transport infrastructure and innovation; digitisation; COVID-19; and healthy world, healthy Ireland | Economic, cultural, social impact Business case development around regenerative tourism, slow/eco-tourism, sustainable tourism, sustainability, biodiversity, wildlife, wild animal framing, landscapes of hope. Regional regeneration |
| Literature review | Sample of key words searched: just transition initiatives, scaling, innovation, green business, low-carbon technologies | Emergence of carbon positive incubators and accelerators; governance models | Economic impact Accelerate Green |
| Feasibility study | Areas assessed: -Market segment analysis -Market size -Competitive analysis -Pricing -USP | Confirmed the viability of People’s Discovery Attraction; uncovered the emergence of Climate Houses; identified potential for 250,000 visitors from five key segments; USP – future focus, regeneration | Economic, social, cultural, ecological, technology, educational impact USP future focus, regeneration, catchment, 4 million, 45 permanent employees; €8m revenue; €12m regional economy multiplier effect. Purpose-led social enterprise |
| Concept testing Survey-administered online to test two concepts Global gold standard metrics Key metric – The intention to consider index (ICI) | N = 950 tourists across six markets (Republic of Ireland, Northern Ireland, Great Britain, USA, Germany, France) | Future-oriented, encountering wonder, awe, beauty and power of nature. Concepts performed strongly regarding relevance, appeal, excitement and surprising | Ecological, cultural/social, educational impact Positive impact with tourism board on demonstrating a concept that can make these remote landscapes of the area appealing, which had failed before |
| Social listening | 50,000 social media posting across platforms such as TikTok, Instagram, Facebook, etc | Socialisation trends and patterns of domestic and international visitors identified | Cultural/social impact Topic awareness and sentiment towards sustainable visitor attractions among domestic and international visitors scoped out |
| In-depth stakeholder interviews | N = 319 relevant experts from sustainable tourism, renewable energy, food production, planning, landscaping and local government, other attractions funders, local and national politicians and state agencies | Appetite and opportunity for a year-round nature-based indoor large-scale experience | Economic, ecological, technology impact Contributed to the development of concept and business case; potential funders identified; climate action and sustainability discussion initiated and continuing; networking/support relationships established (co-creation) |
| Town hall collective intelligence community workshops | n = 45 (20 local community groups) | 101 barriers, 100 drivers and 132 priorities identified | Economic, cultural, technology impact Focus on climate solutions in energy, food, transport, waste management Do not focus on culture/heritage – over serviced |
| Site assessment | 22 initial sites >200 hectares | Short list of three final site candidates; Deep peat for Spag moss central | Ecological, educational impact Enhanced rehabilitation activated; best practice site selection criteria implemented; site profiling helped with spag inoculation decisions |
| Focus group project staff | N = 26 | 25 barriers, 22 enablers and 23 solutions, 104 priorities | Economic, ecological impact Contributed to the development of concept and business case |
| Value network analysis | N = 14 (consortium organisations) | Tangible and intangible exchanges and networking | Partnership impact Emergence of new shared values |
| Marketing research | Sample size | Key findings | Reframing impact |
|---|---|---|---|
| Sample of key words searched: sustainability; sustainable tourism; climate change; consumer changes; tourism trends; digital advancements; impact of COVID-19 (tourism and consumer trends) | Nine global-to-local sustainable tourism mega trend – growing consumer awareness of climate change urgency; increasing interest in sustainability in tourism; evolving consumer demand; slow tourism; landscape and nature; transport infrastructure and innovation; digitisation; COVID-19; and healthy world, healthy Ireland | ||
| Sample of key words searched: just transition initiatives, scaling, innovation, green business, low-carbon technologies | Emergence of carbon positive incubators and accelerators; governance models | ||
| Areas assessed: | Confirmed the viability of People’s Discovery Attraction; uncovered the emergence of Climate Houses; identified potential for 250,000 visitors from five key segments; USP – future focus, regeneration | ||
| Future-oriented, encountering wonder, awe, beauty and power of nature. Concepts performed strongly regarding relevance, appeal, excitement and surprising | |||
| 50,000 social media posting across platforms such as TikTok, Instagram, Facebook, etc | Socialisation trends and patterns of domestic and international visitors identified | ||
| Appetite and opportunity for a year-round nature-based indoor large-scale experience | |||
| 101 barriers, 100 drivers and 132 priorities identified | |||
| 22 initial sites >200 hectares | Short list of three final site candidates; Deep peat for Spag moss central | ||
| 25 barriers, 22 enablers and 23 solutions, 104 priorities | |||
| Tangible and intangible exchanges and networking |