Understand the triggers and motivations of holiday goers for a weekend getaway and recommend communication direction against given concepts

As a part of our Presearch^TM, preliminary in-depth interviews with holiday maker couples entailed a photo album study of memorable holidays. The photo album findings were startlingly unique and consistent across different respondents – most memorable weekend getaway times were not with spouse or family but with friends. This actually led us to tailor our methodology from mere focus groups to Buddy Groups. And most of the key communication propositions stemmed from this insight.

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