The first step in consumer research is to define the objectives of the study. A carefully thought out statement of objectives helps to define the type of information needed. TP has identified four major motivations for travel to Portland: 3 Visiting friends/family 7 Vacation/holiday 3 Business, and: 3 Meeting/Convention. However, these buckets remain rather broad — for example, vacation/holiday travelers hold a wide range of motivations, needs, wants, risk tolerances, etc. A family in town from Hood River to watch the Timbers for a short stay is likely to seek a different travel experience than a group of collegeaged friends who has travelled across the country from New York to experience the food scene in the Pearl. You have two major objectives: (1) Define and describe at least two consumer segments where TP should target its efforts more intently. In creating this description, be sure to present a detailed picture of who comprises the segments. Use demographic information but only as a foundation; focus more intently on the motivations behind travel, the types of experiences that will make a visit to Portland a success or a bust, information gathering and decision-making processes, etc.. sure to justify your selections — why are these segments promising? How do you know? (2) Then, once you have a solid foundation for your two segments, describe how TP and its industry partners can better deliver value to that group of consumers. What is the value proposition for the Portland offering? Are there gaps between what Portland offers and what that segment of consumers perceives? What features of the Portland offering are working well? What aspects of the value equation could be improved? How should the value be communicated to consumers?
