Segmenting your Markets

Using Arkleisure

ArkLeisure™ Database Summary

Holiday taking behaviour
Information on; holiday duration, timing, party, type of holiday, purchase drivers and influences on choice, booking channels used, short listing methods
Accommodation type
Spend
Purchase drivers by activities, destination and holiday type
Brand preferences
- Holiday companies
- Restaurants and Bars
- Supermarkets
- Retail
- TV channels
- Newsprint and Magazines
Internet usage
Destinations choice and experience
Leisure activity rates
Attraction and destination preferences and purchase drivers
Activity on days out, catering and gift interest
Segment definitions of Quality
Personal values
Demographics
Geography

ArkLeisure™ combines an intuitively simple segmentation with a robust analytical framework to generate real insight. ArkLeisure™ is both a segmentation system and a database of leisure behaviour amongst UK residents. Though highly adaptable, it is usually used in one of five ways;

Requesting strategic analysis based on the existing database
Commissioning research incorporating the ArkLeisure™ segmentation system so respondents can be analysed in the context of the broader market
Recontacting client databases or classifying enquirers at time of enquiry allowing matching to ArkLeisure™ information by segment
Recruiting focus group respondents on the basis of their ArkLeisure™ segmentation
Adding ArkLeisure™ questions to in house or other agency surveys allowing segmentation of responses.

The ArkLeisure™ database holds a wide range of information on over 150,000 UK residents distributed throughout the UK.

There are several examples of the application of ArkLeisure™ that can be found by surfing the web or you can contact us for further information.