Find out how the Caravan and Motorhome Club used online qual research to better understand their members' current uses of electric and hybrid vehicles in an effort to redevelop their campsites for the new wave of sustainable camping.
The Caravan and Motorhome Club was founded in 1907 and rebranded in 2017 to become more overtly inclusive of motorhomes. The Club operates a range of campsites and pitches in the UK, but as the automotive industry is advancing in electric and hybrid technology, touring and campsite operators need to change too.
The Club are seeking to add some new facilities to its sites in order to accommodate the rising numbers of hybrid and electric cars that are expected to land on the roads within the next 20 years, but they recognised that they can't do that without the input from their members. Gaining intelligence on how their members are using electric and hybrid vehicles currently, and what they require in terms of facilities, will provide a great foundation of insights to start transforming their campsites for a more sustainable future.
Using online qual research, the Caravan and Motorhome Club conducted an agile three-day focus group study, with image-based stimuli that led to the generation of a significant amount of actionable insights that informed both short- and longer-term decisions with immediate effect. Read the study to find out:
- How touring operators are taking steps to ensure a sustainable future
- How to conduct a successful short-term agile study that produces actionable insights
- The value of ad-hoc research when fast decisions need to be made
- The actions the Caravan and Motorhome Club have taken on the back of this project
