ArkLeisure

ArkLeisure^® is the market-leading standard for segmenting the UK tourism market.

ArkLeisure^® is a market segmentation system which is currently used extensively across the UK as well as by an expanding number of overseas destinations that wish to target the UK market. It combines an intuitively simple segmentation with a robust analytical framework, to generate real insight.

This powerful, value based consumer segmentation identifies the motivations and purchase drivers that influence people's choices. It has been shown to predict a great variety of discretionary behaviour from restaurant, and retail preferences to holiday behaviour and media uptake, even the choice of air freshener brand.

Segmentation schemes have traditionally been based on either socio-demographics; age, social class and life stage or on past behaviour. They are both poor predictors of discretionary choices like holidays and leisure behaviour. ArkLeisure^® replaces these approaches by understanding how people's values and aspirations drive their choices.

The ArkLeisure^® system divides the UK market into eight value-based segments. The segments can be described in relation to two core values;

• The extent to which people embrace or resist innovation
• The extent to which they are independently minded or influenced by mass culture and peer pressure.

ArkLeisure^® is backed by a database of leisure behaviour including more than 150,000 UK residents. This gives it unique strength in assisting clients to:

• Conduct strategic analysis into a sector or region using the existing database.
• Commission research incorporating ArkLeisure^® so respondents can be analysed in the context of the broader market.
• Easily and quickly segment their new enquirers and/or existing customers using ArkLeisure^® to better understand them
• Recruit focus group respondents by ArkLeisure^® segmentation