Tourism New Zealand recently conducted a robust research project to help understand their target audiences better and shift their segmentation model from market/demographic led to mindset led.
To help TNZ internal teams, partners and industry understand these 12 mindsets we needed to bring them to life in an interesting and engaging way. The content had to focus on the psychographics of each mindset, what they are looking for in a holiday, the type of experiences/activities that appeal to them, why they like those particular experiences, the potential itineraries they would enjoy and how they experience them.
