Capturing Insights.
Illustrated in an infographic, moments within Mike and Sara’s visit ranged from positive, or ‘world-class’ (blue), to negative, or ‘subpar’ (orange). Size represents the impact that moment had upon their overall experience. SOLUTIONS: An analysis of current programs, including a detailed observational study, demonstrated tensions within the current program experience and opportunities for enhancement or innovation. Interviews showed that programming format, convenience and brand awareness were key factors in inciting trial; customer satisfaction then inspires return visits.
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The proposed research sequence would further analyze TCO’s value proposition via multiple variables in three phases, with particular attention to inciting trial with new groups and inspiring customer loyalty.