Arkenford works with Visit Jordan to Identify Key Perceptions and Market Segments for Future Growth

Arkenford's market insight, segmentation and perceptions research enables Visit Jordan to refine their marketing strategy to target potential visitors more effectively.

Perception and Awareness research

Jordan were keen to identify the perception of their tourism products amongst UK travel consumers, with a view to uncovering the misconceptions, barriers, and key market segments of the potential UK market.

 What We Did

Arkenford ran a nationally representative study, questioning over 1,000 people, using an online sample, using a series of questions designed to unpack a complex series of possible responses. We utilised the ArkLeisure market model to differentiate between the types of consumer to give a deep level of granularity to the insights.

 What We Found

The perceptions of Jordan amongst the key potential segments were identified and a strategy developed to target these people who were most likely to travel to Jordan on holiday.

 Testimonial

‘This research programme has been vital to better understand the demands and needs of the UK market and the results are of huge value to the tourism board. We have already opened up a number of discussions off the back of this research both from a product development and marketing perspective. The findings have armed us with some key considerations to develop a more strategic approach to marketing and investment in 2010 and to target the UK market more effectively. Through its very targeted and thorough programme, Arkenford has provided the Jordan Tourism Board with much food for thought and we are confident that the insight they have provided will aid us considerably in growing visitor numbers’.

David Symes Jordan Tourist Board