EQ Up Close: Case Study Series - New Brunswick
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AFTER EQ
EM LOOKING FOR
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New Beswick
800
Comparing TNB's consumer website design 'before' and 'after' simplifying the design for the key EQ groups: NHT or AE/CE. The department incorporated what was
termed the 'EQ widget' as a call to action, which provided separate paths for each group. Site goal conversions did improve in 2012.
Advice for others considering using EQ
Kim Matthews advises to new licensees to work with Environics Analytics first to help determine the most appropriate EQ types to target, so the EQ implementation can
be more tailored to jurisdictional needs. She also indicates there needs to be a balance between consideration and action:
"[EQ] will have you one step ahead in ensuring proper context is applied.
Don't rush it. Get it figured out as an organization before you try to roll it
out across your area. With that said, do not spend years analyzing data:
make some decisions and tweak or evolve as you go -- learn what works
and what does not."
Emilie Comeau-Sinclair recommends knowing all EQ types for your market, while focusing on two
or three for marketing purposes:
"We were so focused on the primary three EQ types, that we didn't give
the front line staff the right tools to serve all EQ types...Just because we
are marketing to three, [we can't forget that] all types are coming, and the
front line staff has to be able to identify and serve their guest with the right
advice."
"EQ has made a significant impact, but it takes dedication
and effort to ensure it moves from research to a 'way of life'
or 'philosophy." "
Emilie Comeau-Sinclair, Manager Product Innovation,
Tourism New Brunswick
12
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