Audience Identification & Personas Research
Identifying travel segments and personas is a critical foundation for travel and tourism brands.
Website Usability
Website usability research is able to quickly identify problems with the marketing message or tone, find ways to improve efficacy, test new designs or concepts, and defend any hard decisions made for the overall strategy.
Quickly evaluate web performance
Using a two-prong approach, Future Partners conducts testing via online panels and in-depth interviews with a representative sample of users and travelers. These groups are asked to participate in simple tasks and provide input while performing. This creates an opportunity for fast, immediate improvements that have a great impact on the overall marketing strategy of the travel brand.
A website usability study focuses on:
- Time on task. How long does it take to find the information and complete the task?
- Accuracy. Can important tasks be completed smoothly and without mistakes?
- Emotional response. How do users respond to the website?
“Future Partners heat mapping helps DMOs understand what potential visitors are looking at and reduce website clutter.”
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