On the road to success, things are not always as they seem at first glance.

A client, who has been providing services in the travel industry for almost 20 years, wanted to verify their perception that market and to discover what motivates existing and potential customers to purchase such services.

However, sometimes self-reflection is crucial for further progress. In order to strengthen their brand and improve the quality of their services, they decided to confront the possibility that they might be wrong and that there is room for growth.

After conducting a top-of-mind analysis, in which we explored the client’s and competitors’ brand recognition, reasons for purchasing or abstaining from purchasing, as well as the key aspects of services that customers consider crucial in their decision-making process, the results were different from the client’s presumptions.

The research showed that not only was their market position not as strong as they had thought, but also that the competition was in a much better position than assumed.

In this way, we enabled the client to have a realistic view of their own position in relation to the competition and provided valuable insights into the opinions and attitudes of respondents, based on which they could further develop their business strategy.