Kuoni x Mango Kollektiv

Content marketing consultancy & customer profiling strategy

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DER Touristik Suisse brand Kuoni is operating in the tourism industry. They hired us to find out how to meet their clients’ needs in the digital age. The main goal was to create personas based on psychological motives, which could be used for marketing, sales, and training purposes.
Our work was divided into 5 phases which could roughly be described as data collection, research planning, interviews with real clients, analysis of all interview transcriptions and eventually the creation of client profiles. These profiles then served as the base for the final consultancy. The outcome was used for future marketing planning, content creation, and the training of the client’s sales staff.

Phase 1 – Data collection

Analyzing data, breathing the Kuoni DNA.
For this phase, the client provided us with existing quantitative data mainly gathered through post-purchase surveys.
Based on those and other quantitative data, the client had already created clusters of customer groups. These were used as a base for the creation of our qualitative interviews which later allowed us to define personas based on psychological motives.

Phase 2 – Planning

Setting up qualitative interviews based on the provided data and psychological motives. The client organized the recruitment of participants. We advised what kind of range the participants should fulfill.
We decided to do semi-structured interviews as the client wanted to get in-depth insights into the travel behavior of their participants and a casual setting. The idea was also to create a conversation that would not only deliver insights but also allow for a sort of brainstorm with the participants.

Phase 3 – Interviews with clients

Doing interviews with the target group. The interviews were semi-structured and took place in Switzerland in a place that was new for all the participants. In approximately an hour, we took each of the participants on a journey where they revealed their needs and wishes when it comes to traveling. Besides the traveling itself, the preparation of their vacations between online purchases and assisted purchases in agencies were the main focus of the interviews.

Phase 4 – Analysis 

In this phase, we analyzed the interviews based on psychological motives and customer needs. For that, we had developed a coding system to attribute the given answers to the chosen psychological motives.
That allowed us to create clear psychological client profiles in the context of preparing and being on a planned vacation.
If the profiles were distinctly different, they were attributed to different persona types. Similar profiles were attributed to the same persona.

Phase 5 – Profiling and consulting

Based on our findings, we defined a number of customer profiles/personas. For each of them we provided the client with a description as well as actionable marketing tips.
Besides that, we gave tips on how to quickly identify each of these personas and how to interact with them adequately. A hands-on actionable approach for the client’s sales force and their agency employees who deal with clients on a daily basis.