Explorer Quotient: A Different Kind of Market Segmentation Tool
What is Market Segmentation?
Market segmentation is a marketing analysis technique that groups customers into segments based on common criteria such as demographics, geography, interests and travel behaviours. Market segmentation helps tourism businesses and organizations identify and understand the people most likely to be interested in their product or service.
How is Explorer Quotient Different?
Explorer Quotient (EQ) builds on the classic segmentation criteria and incorporates psychographics - people’s social values and world views - to arrive at an exceptionally comprehensive picture of what drives a person’s travel selection and purchasing decisions. EQ was developed specifically for Destination Canada by Environics Research Group, based on years of international travel motivation research.
Tourism Nova Scotia’s Target EQ Groups
Tourism Nova Scotia began using EQ as our lead market segmentation tool in 2015. Using EQ has helped us to identify who is most drawn to our unique landscapes, cultures and experiences, and to tailor our marketing approach to appeal to these potential visitors. The three EQ types that offer the best fit with what Nova Scotia has to offer as a tourism destination are:
See for yourself how different EQ types experienced Nova Scotia in 2015 through our Visitor Exist Survey report: VES 2015 EQ Report (coming soon).
The EQ Types
There are nine original EQ types. In addition to the three EQ types targeted by Tourism Nova Scotia, the remaining six EQ types are:
- Cultural History Buff
- Personal History Explorer
- Gentle Explorer
- No-Hassle Traveller
- Virtual Traveller
Find out your travel type! Take the EQ quiz now.
The Benefits of Using EQ for Business
Knowing which EQ types are most likely to be interested in your product or service can help you tailor your offering to these groups and target your marketing copy and visuals in a way proven to appeal to their particular travel drivers.
Interested in learning more? Contact the Tourism Development team to find out how to incorporate EQ into your business!