Harvey World Travel

Franchisee Satisfaction Research

As one of Australia’s most popular and successful travel agencies, offering franchisees a range of over 80 product and service suppliers, it is critical that Harvey World Travel maintains strong information on the franchisees’ satisfaction with the product offering and the perceived performance of that offering in the marketplace.

Harvey World Travel contracts Micromex e-Research to annually undertake franchisee research.

What is the objective e-research services?

• To understand the franchisees’ satisfaction with product and service providers
• To understand the market’s perception of these providers
• To compare the supplier’s performance across the group ONE SUPPLIER
• To compare the suppliers’ performances across the group MORE THAN ONE SUPPLIER

What was the biggest challenge?

Measuring over 20 different criteria across 80 product groups equals a lot/LARGE NUMBER of questions and a subsequent large amount of information. The challenge is to conduct the research so as to achieve the biggest ‘buy in’ from franchisees, understanding the time constraints with regards to the research.

Methodologies utilised:

Micromex e-Research utilised a range of methodologies for this project. These included:

• In depth face to face interviews
• Online research

The Sydney Turf Club

Golden Slipper Festival Visitor Research

The Golden Slipper is one of Australia’s premier race Carnivals. The STC contracted Micromex e-Research to assist in attaining a better understanding of visitors to the Carnival.

What were the objectives of the e-research services?

The primary objectives of this research included, but were not limited to:

• Identifying attendance/non attendance characteristics
• Identifying the key drivers for visitor attendance
• Better understanding the value visitors derive from attending
• Analysing the STC’s/events’ branding
• Identifying the perceived target market for the event and the visitors’ perceptions of their fit within this profile
• Identifying the gaps between the visitors’ ‘current race day experiences’ and ‘ideal race day experiences’
• Improving the targeting of marketing communications to increase visitation
  Identifying additions to the event that would make visitation more valuable
• Developing a demographic snapshot of attendees and identifying demographic trends that may impact on visitation

What was the biggest challenge?

Interviewing visitors as they exit a racecourse is not an ideal methodology in which to get quality information. Visitors were therefore recruited as they entered the racecourse and conducted an online survey 3 days after their trip to the races.

Methodologies utilised:

Micromex e-Research utilised a range of methodologies for this project. These included:

• In depth face to face interviews
• Online research
• Focus groups