Hard-to-Reach Audiences: Four Seasons Brand Image Study
The Case
Four Seasons Hotels had undertaken a major international brand image study and required samples in Europe, Asia, the Middle East, Latin America, and Russia. The target audience, typically hard-to-reach, had to have a preference for luxury hotels, and travel a specific number of times per year.
The Story
The Delvinia Data Collection team was asked to find respondents in the target audience and to conduct the surveys in the dominant languages of the markets requested. We conducted extensive research of various online methods in order to capture this hard-to-reach audience, and determined that the best avenue was to leverage online panels.
The programming, which was of medium complexity, took 5 days including translation into 6 different languages. Utilizing a sample size of 1,100 with an incidence of 0.6%, we were able to deliver the results in all markets within one month of the onset of the fieldwork.
The client was able to complete 2 successful brand image surveys, the results of which were in line with the Four Seasons U.S. brand tracking.
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