Cox & Kings: Brochure Research

Cox & Kings contacted us when they wanted to do some research on their brochures. They wanted to explore whether the brochures still met the demands of holidaymakers and to test out some new ideas for the future.

We proposed conducting focus groups with C&K customers, enquirers (who had ordered a brochure but not booked) and potential customers.

Our specialist telephone unit recruited the customers and enquirers using contact lists supplied by C&K. The potential customers were recruited on-street to tight criteria: over 55s in AB social groups who enjoy active holidays abroad.

The six lively focus groups were held in hotels in Middlesex and Surrey using a discussion guide we had designed. The report was delivered to the client within a week of the focus groups. The results – some quite surprising – were enlightening and will assist C&K in shaping their future brochures.

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