EQ Up Close: Case Study Series - New Brunswick
EQ Up Close: Case study series
New Brunswick Department of
Tourism, Heritage and Culture:
Shaping Culture, Increasing Focus
and Finding Success
Case Summary
In the summer of 2010, Tourism New Brunswick (TNB), a division of
the Department of Tourism, Heritage and Culture, became one of
the first to license the Explorer Quotient® ("EQⓇ") from the Canadian
Tourism Commission (CTC). TNB's goal was to increase net new
visitors to the province. Having used primarily ad hoc research in
the past, it was time to evaluate segmentation tools to gain better
insights into travellers. Specifically, the organization sought a tool
that could link with additional research sources to keep segments
up to date and to track progress year-over-year.
The long term goal was a defensible market segmentation model
providing insights into traveller motivation that can translate into
increased visits from targeted, higher-yield guests. The short term
benefit, however, is using EQ to provide a common language and
a common goal for the Department, resulting in a cohesive working
environment and a coherent strategic direction.
The focus and alignment has ensured that all members of the
department, their partners, and industry are aware of the EQ
research and are making decisions based on a single view of
travellers. Working together, it is a bright future.
New Brunswick Department of Tourism and Parks
pewell Rocks, Bay of Fundy, New
Brunswick
2
This case study is intended to illustrate the power of EQ, the CTC's award-winning market segmentation research, in a real-world application.
For other EQ case studies, or to learn more about how to apply EQ to your business, visit: https://www.destinationcanada.com/en/tools#explorerquotientView entire presentation