Market Research Case Study

CASE STUDY

A company running a number of holiday homes wished to understand the peaks and troughs in bookings for their property portfolio as well as the origin and characteristics of their booking clients. They wished to compare this information with data provided by Google Analytics of customer activity on their website.

By analysing their customer market from website visits through to bookings, the company were able to gain a better understanding of their customer base, calculate booking conversion rates by location, and identify where they could most profitably target their advertising.

Coupled with customer feedback data (ie analysis of customer freetext comments), they were then able to identify which of their properties was the most popular, which the least popular, and implement steps to tailor and improve their portfolio where necessary.