Brand Assessment/Customer Journey
A Las Vegas-based luxury hotel and casino needed to identify opportunities to enhance and more clearly differentiate brand experiences between its own properties and against competitors.
A logistically complex on-site fielding plan included a team of moderators to conduct brief intercepts and “follow” approximately two dozen hotel guests over a three-day weekend via a series of one-on-one interviews and self-directed exercises (pictures, video, etc.) to capture their brand experiences.
The research uncovered opportunities to communicate and cascade the desired brand experience much more strongly for future guests and discovered unexpected and valuable insights about ways to improve execution of a high-visibility seasonal event. In 2014, the client featured research highlights at a regional marketing research conference.