Segmenting your market in a COVID-19 world
With Cornish tourism open for business again, many businesses will be ramping up their marketing campaigns and considering how to target their audiences. It’s vital to consider market segmentation and consumer behaviour in this planning. You need to move past what you know of your typical audiences and start to consider how they behave in reaction to the COVID pandemic.
It may tempting to go with the data you already have at your fingertips, but the pandemic has affected people’s behaviour, in both positive and negative ways, and it’s important for businesses to consider that when they are thinking about their messaging. What you know about your audiences will have changed - so here’s some more information to factor in.
Our colleagues at Visit Cornwall have been working hard on behalf of Cornish tourism, and they commissioned a regular research report, tracking customer’s feelings about travelling to Cornwall following the impact of COVID-19.
They’ve also been sharing some of the key findings about consumer sentiment, and some new customer segments - authored by the team at London-based research agency BVA BDRC - are detailed below. They look in detail at the 47% of British adults who fall into three ‘concerned segments, as well as those who take a more relxed approach to coming out of lockdown.
BVA BDRC have identified groups as:
Anxious Appreciator Hermits 7%
Anxious about the virus, the government's handling of the situation and society's behaviour, but have valued the time at home. As such, they are likely to take longer to resume 'normal' behaviour
COVID Impacted 8%
This segment is suffering financially and is also concerned about the ongoing health implications of the virus and the potential impact of the easing of lockdown. They give the lowest mood ratings of all the segments.
COVID Cautious 32%
While they are less concerned about the impact of the pandemic on themselves, this segment fears that we may not yet be past the worst and would prefer a longer lockdown. They are likely to be cautious in their own postlockdown behaviour.
Pragmatic Policy Supporters 20%
Concerned about the impact of COVID-19, but trusting and supportive of the government's policies and most believe the worst is behind us.
Life Goes On 33%
Aching for lockdown to be lifted, this segment is not worried about the risks associated with COVID19 and are supportive of lockdown lifting in order to protect the economy and get back to living their lives.
The COVID Impacted and Anxious Appreciator Hermit segments both have a female bias, a higher incidence of lower (D and E) social grades and are more likely to have suffered financially as a result of lockdown (differences statistically significant for COVID Impacted). So financial pressures as well as concerns about COVID will affect the future behaviour of these groups.
COVID Impacted is also the oldest segment, with two fifths being 65+ years old.
In contrast, ‘Life Goes On’ are younger pre-nesters and families and more likely to be professionals, falling into A or B social grades.
If you would like more insights into consumer behaviour around tourism, you can download the full report below. We’re happy to discuss how you can use these insights more fully in your marketing strategy and campaign planning moving forward - get in touch with us to continue this conversation.
This information comes directly from the report Tracking Consumer Sentiment on the Impact of COVID- 8 July, commissioned by Visit Cornwall and shared with colleagues in Cornish tourism. It was authored by various team members at BVA BDRC and Alligator.
