Project Background:

A top vacation rental company was looking to redefine its brand messaging for the next five years with the goal of delivering a fresh take on “experiences.” The company sought to inform its creative brief with insights into what constitutes a deep and meaningful human experience, paying particular attention to cultural nuance in the US, India, and France. 

Approach:

Acknowledging the importance of gaining deeper insights into consumer perceptions, we opted for individual interviews and gave the conversation plenty of time to develop. Conducting 90-minute, one-on-one, in-depth interviews allowed us to foster intimate and genuine conversations with participants, giving them time to be thoughtful and walk us through the nuance of their experiences. In each target market - France, India, and the US -we worked to facilitate seamless communication by engaging trusted local moderators and real-time translators, enabling live observation by both the client and our team.

We listened to hundreds of stories, anecdotes, and reflections and distilled high-level themes that encapsulated the essence of what makes a moment truly special. To analyze the wealth of qualitative data gathered, we utilized Relative Insights, a powerful comparative text analytics engine. In addition to our standard analysis practices, Relative Insights enabled us to identify nuanced differences and commonalities across markets, enriching our understanding of meaningful experiences in diverse cultural landscapes.

Insights & Impact:

Our research uncovered rich insights that are true across geographical boundaries, in addition to location-specific insights. We discovered that meaningful experiences have 5 key elements in common. The learnings were not only relevant but resonated with consumers, making advertisements relatable, meaningful, and impactful. Moreover, the research helped mitigate the risk of miscommunication by ensuring that this vacation rental company's creative endeavors were grounded in data-driven insights rather than assumptions or guesswork.