Market Research – Toronto Tourism

Market Research : Toronto Tourism

Year 2022

Method Focus Group Interviews

Categories Market Research

Project Goal

In response to the City of Toronto's initiative to develop recreational spaces, we proposed a qualitative research approach to gather insights directly from residents (City of Toronto, 2018). With the objective of boosting local tourism and winter recreation, our focus was on understanding Millennials' preferences and interests. Through our methodology, including focus groups and open-ended prompts, we aimed to provide valuable insights to inform the city's development strategies effectively.

Process

We conducted qualitative research by organizing eight focus groups, each comprising 6 to 8 members from the residents of the City of Toronto. We used projective techniques; word association, sentence completion, and storytelling (Scenario) to gain more insights.

Recommendations

For event development, focus on affordability, positive vibes, and natural beauty, while introducing ice skating, collaborating with diverse food vendors, and offering photo opportunities for social media. Collaborate with iconic locations and the TTC for shuttle services. The "Relaunch for Winter" marketing campaign should showcase Toronto's winter transformation, emphasizing its beauty and cultural diversity through social media and dedicated web pages. Promote diverse winter recreation options to enhance Toronto's image and consider a customizable event pass with discounts for families, students, and special events.