Airbnb - Belong Anywhere Together by Aysen Miller

Aysen Miller N0510751 Fashion Communication and Promotion Communication and Message FASH20031 Module Leader: Claire Phipps

Fig.1 (Front page)

CONTENTS

What is Belonging?

About Airbnb

Brand Essence

Target Audience

Consumer Profile

Digital Campaign

Print Campaign

Capturing Belonging

Conclusion

BELONGING As human beings, acceptance and the comfort of knowing you belong, is everything. A sense of belonging is something that empowers all mankind, be it the need to feel safe, accepted or the want to connect with everything and everyone around you. From friends and family, to certain groups or places we can all find a sense of belonging or something we belong to. Some find a sense of belonging in everything they do, some with certain people, some do not feel as though they belong and there are those that are always seeking a sense of belonging, as there is a great comfort in knowing you belong. To belong, is to be a member of. But to feel you that you truly belong, is a whole lot more.

Belonging. What does it truly mean?

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Fig.2

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From my secondary research I learnt that in terms of a community experience, age is a key factor in determining how well a person feels that they belong. “Average levels of attachments are directly affected by the age profile of an area. The age profile is also the major factor affecting turnover and this can have a further indirect impact on attachment through residents’ average length of stay. Efforts to promote more ‘balanced’ or ‘mixed’ communities therefore need to consider the age profile as well as income or tenure? It is notable in this context that much of the policy discussion of ‘mixed communities’ has ignored or played down the need to ensure a mix of ages and household types.” (Futurecommunities.net, 2009)

19%

comfort and experience

acceptance and trust

13% community, enjoyment, happy and safety

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Belonging is such a big word, with a plethora of meanings. As part of my primary research I decided to conduct a survey to gather a variety of opinions and from my results I found that a sense of belonging can be found and interpreted in many different ways. 19% of people both agreed that a sense of belonging is good for comfort and experience and another 13% of people said that a sense of belonging is good for a community experience. From my survey results I also found that my target audience describe a sense of belonging as “being with a set of people you feel completely comfortable and safe with”, “feeling at ease and being a part of something” and “to be accepted and part of something other than your family”.

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Fig.3

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ABOUT AIRBNB Airbnb are all about belonging. They realise that there is something more important than the location you stay in, and the accommodation that follows. This concept is something that they endorse as a company and it is effortlessly displayed in their brand essence: ‘Belong anywhere with Airbnb’ (Airbnb, 2015). Founded in August 2008, in San Francisco, California, Airbnb is a private social networking service that unites a global community of people to rent out or book lodging. With over 800,000 properties listed worldwide in over 192 countries, Airbnb certainly live up to their worth of £6billion. They target two types of people ‘guests’ and ‘hosts’. The ‘guests’ are travellers looking for lodging and the ‘hosts’ are people who work with Air BnB to rent out their homes or spare rooms. The purpose of Airbnb is to hopefully unite the world through travelling and communities one step at a time as seen with their online campaign #OneLessStranger. Rather than a general bnb service, Airbnb hope to unite strangers and form new friendships and relationships in order to “make the world a little bit smaller and a whole lot closer”. (Airbnb, 2015) One of their main competitors is Housetrip.com which operates in quite a similar way to Airbnb with locations to rent in over 20,000 destinations. This company suggest that you can rent out whole houses for approximately the same price as you would a hotel room, however the service that they offer does not have the same personal touch that Airbnb provide their customers with time and time again. The process has been made very simple by Airbnb; guests are able to chat with their hosts before they travel, creating a very personal and friendly service right from the start. They are given the option of choosing to rent a single room or the whole house which appeals to a wider audience, and with Airbnb guests are able to have more local experiences, rather than just travelling like a tourist, they can “travel like a human – real people having real experiences.” (Airbnb, 2014). It is not only a valuable experience for the guests but also the hosts, which Airbnb advertise on their YouTube channel with a variety of stories. “I get to help people live their dreams and that is why I host.” – Grace. (Airbnb, 2012) Airbnb are more than just a travel agents, they are more than just accommodation. With Airbnb, travellers don’t just come and go, they belong.

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Fig.4-7

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Airbnb is now a trusted community of travellers and hosts alike, aiming to get the same shared experience of community and new found friendships. The brand’s message is that they can allow you to feel as if you belong anywhere and this is a message that is marketed well by the company and seen constantly throughout their advertising campaigns and website. Airbnb wanted something dominant to encourage their message and came up with the symbol ‘Belo’. The Airbnb logo needed to be a symbol of belonging that can be recognised by anyone, anywhere. It represents 4 things: people, places, love and most importantly Airbnb themselves. ‘Airbnb stands for something much bigger than travel’, their central focus is ‘home’. This is a focal point in all of their campaigns and marketing techniques and works extremely well in promoting the brand message; from YouTube campaigns “create a world which inspires human connection” to Twitter campaigns with #BelongAnywhere, the main message of home is always dominant. In order to empower their existing community, Airbnb need to branch out and expand their services to a new audience. In this way they will be able to spread their message that people can belong anywhere.

Fig.8

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“We believe in a world where all seven billion of us can belong anywhere, #OneLessStranger at a time.” (Airbnb, 2014)

Fig.9

“Discover new, inspiring places close to home.” (Airbnb, 2015)

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TARGET AUDIENCE

In this current day and age, Airbnb’s main target audience are families and older couples, perhaps those that are retired or with spare homes abroad. I have come up with this big idea to target a new level of consumers – the 18-25 generation, looking specifically at young couples. Most young couples have their first holidays whilst at university or set off travelling straight after graduation. I thought this would be a great gap in the market to pin point, as with the help of Airbnb not only are they able to travel wherever they want with the sense of unlimited freedom, they can explore the world whilst still feeling connected within a community. It is a great gap in the market and a unique idea that I think will work well with this age group as 75% of people asked said they would consider staying in shared accommodation while only half of those people had heard of Airbnb, so this would be a great way to integrate the company with this younger

audience. The reason I have chosen couples in particular, is due to the fact that as a young person staying in shared accommodation can be quite a daunting idea at first, but I found after conducting a focus group that if doing it with a partner the idea has a lot more appeal. “I wouldn’t go on my own but if there was someone with me I would”. Airbnb promote themselves as an experience rather than just a booking agency which I feel is something that will stand out to this new audience as it is a new and exciting concept; the company aim to create relationships between travellers and hosts forming new friendships which is its main appeal. The new consumer for Airbnb is between 18-25, studying at university or in their first jobs. As young people, they are excited and intrigued by something new and always willing to meet new people. They have a variety of hobbies, from going out and socialising with family and friends, to cooking, exercising and

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shopping. They are used to a rigorous timetable and have impeccable time keeping skills but love any freedom they can get. As a younger audience, they will appreciate the values and essence of Airbnb as travelling and being away from home for periods of time can be quite exhausting but with the community spirit and friendly atmosphere Airbnb provide, travellers will always feel at home â&#x20AC;&#x201C; retaining this sense of belonging. Promoting the brand to this new target audience is also extremely beneficial for Airbnb as they will receive a huge influx of new guests once word of mouth spreads which will happen at a very high speed rate given the age group and their use of social media.

Fig.10

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CONSUMER PROFILE

Name: Poppy Whittaker Age: 19 Gender: Female Occupation: Student/Fitness instructor Personality: Outgoing/Cancerian Hobbies: Shopping and watching films Likes/Dislikes: Eating & getting drunk/Oranges & cold weather How often do you go on holiday? - Once or twice a year Do you like travelling? - Really enjoy travelling How do you feel about travelling with a partner? - I always prefer it with a partner. Do you like to experience part of community life when on holiday? - Yes, I like all the different things there is to do. What does belonging mean to you? - Where you can be yourself, be accepted and liked.

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Name: James Grayson Age: 24 Gender: Male Occupation: Commercial cleaner Personality: Outgoing/Aquarian Hobbies: Socialising, collecting tattoos Likes/Dislikes: Water, tattoos and tea/Apple juice and rain How often do you go on holiday? - Once or twice a year Do you like travelling? - I love travelling! How do you feel about travelling with a partner? - Travelling with a partner is always great! Do you like to experience part of community life when on holiday? Experiencing different cultures and lifestyles is a key part of any holiday. What does belonging mean to you? - To belong is to be fully accepted and respected for who you are.

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Fig.11

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DIGITAL CAMPAIGN To be able to engage this new target audience Airbnb need an interesting and relatable campaign idea that will spark and promote interest to a new variety of consumers. For the digital advertisement, Gabriella Aplins’ song ‘Home’ will be used throughout, in replacement of any speech or communication retaining the brand’s general essence and it will keep a steady pace to the advertisement. The song also ties in well with the new target market selected as various lyrics such as “as long as we’re together it doesn’t matter where we go” and “take me away to some place real” (YouTube, 2013) further demonstrate my idea of couples travelling together make them feel more accepted and with help express an idea of belonging.

Fig.12

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The advertisement will start off very simplistic with a map on a table and 3 countries pinpointed leading on to three scenarios. The first scenario will show the couple greeting their host in the first country and exploring the local town, demonstrating the friendly atmosphere Airbnb offer. The second scenario will jump straight into a house in the second destination where the couple are enjoying a meal with their host and the hosts’ family highlighting the welcoming nature of the brand. Lastly, the third scenario in the couples’ final destination will be the most vibrant as the couple are enjoying a late night bonfire with their host and the community, encompassing the idea of a true community experience and the sense of being accepted and feeling a part of something different. The camera will then zoom out on the couple walking away holding hands which will then move forward onto the screen and switch to a split screen of all 3 hosts at each scenarios before zooming out again onto a globe with the three pinpointed destinations that the couple stayed before highlighting all the other countries that Airbnb allow travellers to connect with. As the globe is on the screen a slogan will appear saying “Explore, travel, feel, belong anywhere…together” further epitomising the company’s ethos that you can belong anywhere and again further visualising the new campaign idea of travelling as a couple.

“Explore, travel, feel, belong anywhere...together”

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Fig.13-24

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PRINT CAMPAIGN The print campaign needs to be recognisable as Airbnb straight away so must be similar to the digital campaign. In order to link the two together I have decided to stick to the idea of using a globe. This will be central in the print campaigns immediately grabbing the viewers’ attention. On the globe all of the different places that you can travel with Airbnb will be highlighted showing just how widespread the company is, which should hopefully attract more of an audience. Just in front of the globe there will be two arms coming from either side of the page linking central again just in front of the globe holding hands encompassing two ideas: the relationship between traveller and host and the new ‘couple’ target market we are trying to attract. The print advertisement will also have the same slogan as the digital advert “Explore, travel, feel, belong anywhere… together”.

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â&#x20AC;&#x153;Explore, feel, travel, belong anywhere...togetherâ&#x20AC;?

Fig.25

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As the new campaign is targeted at a younger generation of consumer, the models used in the advertisements will be couples between the ages of 18-25. This makes the advertisement relatable to the new target market from the start as the audience will be able to relate to the same age group. The 18-25 target market is a very internet savvy generation which makes the marketing for this campaign a lot easier. Traditional Airbnb values will be kept with the digital campaign being promoted on their YouTube channel but there will also be a Twitter campaign to follow alongside this with the updated slogan as a hashtag.

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#Belong Anywhere Together

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CAPTURING BELONGING A sense of belonging will be provided through these advertising campaigns due to the fact that strangers are willing to accept travellers into their house and treat them as friends as welcome them into their communities. The fact that they are accepting a couple makes the idea stronger as they must have a high level of trust to allow two people. The campaigns are targeted to the hosts as well as the guests â&#x20AC;&#x201C; as through the two campaigns, hosts are able to see just how much what they do benefits those travelling. The campaign reminds hosts of the feelings and experiences shared and further epitomises the brands values of belonging. The new campaigns still stay true to the brandâ&#x20AC;&#x2122;s nature as the inclusion of meeting and greeting the hosts and the footage of their homes in the advertisements are similar to those already on YouTube; essentially seizing the ideals that Airbnb hold, for those that arenâ&#x20AC;&#x2122;t already familiar with the brand.

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Fig.27

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CONCLUSION In conclusion, I think that this new campaign will do well to promote Airbnb and to grow this idea of belonging. From my research of the new target audience, I found that feeling comfortable and accepted is the most important aspect when it comes to belonging. This is something that Airbnb strive to offer which is why the 18-25 generation are the perfect new consumer and why this new campaign idea will actively enable Airbnb to creative empower their existing and new community to feel a sense of belonging. The hosts are key to what makes Airbnb different and I kept this as a strong focal point throughout the advertisements, whilst also integrating Airbnbâ&#x20AC;&#x2122;s traditional strategic involvement of location by including the globe and map in both ad campaigns to stress a sense of belonging available worldwide.

VISION: to bring the world together OBSTACLE: strangers

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REFERENCES Airbnb, (2014). Welcome to Airbnb. [video] Available at: https://www.youtube.com/ watch?v=dA2F0qScxrI [Accessed 6 Jan. 2015]. Airbnb, (2015). Holiday Rentals, Homes, Apartments & Accommodation - Airbnb. [online] Available at: https://www.airbnb.co.uk/ [Accessed 3 Jan. 2015]. Airbnb, (2012). Airbnb Hosts: Living a Richer Life. [video] Available at: https://www.youtube.com/ watch?v=lVIz0ZbJikw [Accessed 6 Jan. 2015]. Futurecommunities.net, (2015). A sense of place and belonging | Future Communities. [online] Available at: http://www.futurecommunities.net/socialdesign/191/sense-place-and-belonging [Accessed 6 Jan. 2015]. YouTube, (2013). Gabriella Aplin - Home. [video] Available at: https://www.youtube.com/ watch?v=8mVbdjec0pA [Accessed 10 Jan. 2015].

BIBLIOGRAPHY WEBSITES Airbnb, (2015). Holiday Rentals, Homes, Apartments & Accommodation - Airbnb. [online] Available at: https://www.airbnb.co.uk/ [Accessed 3 Jan. 2015]. Fontsinuse.com, (2014). Airbnb identity and website (2014 redesign) - Fonts In Use. [online] Available at: http://fontsinuse.com/uses/7192/airbnb-identity-and-website-2014-redesign [Accessed 8 Jan. 2015]. Futurecommunities.net, (2015). A sense of place and belonging | Future Communities. [online] Available at: http://www.futurecommunities.net/socialdesign/191/sense-place-and-belonging [Accessed 6 Jan. 2015]. Geron, T. (2013). Airbnb And The Unstoppable Rise Of The Share Economy. [online] Forbes. Available at: http://www.forbes.com/sites/tomiogeron/2013/01/23/airbnb-and-the-unstoppable-rise-of-the-shareeconomy/ [Accessed 5 Jan. 2015]. Porter, L. (2014). Airbnb: do the bargains come at a price? - Telegraph. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/travel/travelnews/11020812/Airbnb-do-the-bargains-come-ata-price.html [Accessed 5 Jan. 2015]. Psychologytoday.com, (2015). Create A Sense of Belonging. [online] Available at: http://www. psychologytoday.com/blog/pieces-mind/201403/create-sense-belonging [Accessed 6 Jan. 2015]. Tanz, J. (2014). How Airbnb and Lyft Finally Got Americans to Trust Each Other | WIRED. [online] WIRED. Available at: http://www.wired.com/2014/04/trust-in-the-share-economy/ [Accessed 5 Jan. 2015].

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Wikipedia, (2015). Airbnb. [online] Available at: http://en.wikipedia.org/wiki/Airbnb [Accessed 6 Jan. 2015]. Wikipedia, (2015). Sense of community. [online] Available at: http://en.wikipedia.org/wiki/Sense_of_ community [Accessed 6 Jan. 2015]. VIDEOS Airbnb, (2012). Airbnb Hosts: Living a Richer Life. [video] Available at: https://www.youtube.com/ watch?v=lVIz0ZbJikw [Accessed 6 Jan. 2015]. Airbnb, (2014). An Invitation from Brian Chesky: #OneLessStranger. [video] Available at: https://www. youtube.com/watch?v=qxiBgfscCVw [Accessed 6 Jan. 2015]. Airbnb, (2014). Welcome to Airbnb. [video] Available at: https://www.youtube.com/ watch?v=dA2F0qScxrI [Accessed 6 Jan. 2015]. Airbnb, (2014). Welcome to Airbnb: behind the scenes. [video] Available at: https://www.youtube. com/watch?v=PQ0E1J_4Ocg&src_vid=dA2F0qScxrI&feature=iv&annotation_id=annotation_1758334829 [Accessed 6 Jan. 2015]. Filimon, J. (2012). Belonging - Short Film (Screen It 2012 Competition). [video] Available at: https://www. youtube.com/watch?v=oeB6uxu57ss [Accessed 6 Jan. 2015]. Khosla Ventures, (2014). The Story No-One Believed – Brian Chesky, Co-Founder and CEO Airbnb. [video] Available at: https://www.youtube.com/watch?v=1bAT44QPPHw [Accessed 6 Jan. 2015]. INTERVIEWS Whittaker, P. and Grayson, J. (2015). Consumer Profile Interview Casey, H., Whittaker, P. and Andrews, L. (2015). Focus Group Interview.

LIST OF ILLUSTRATIONS Fig. 1 - Anon, (n.d.). [image] Available at: http://blogs-images.forbes.com/davidvinjamuri/files/2014/07/ airbnb_horizontal_lockup_print.jpg [Accessed 9 Jan. 2015]. Fig. 2 - Panasonic, (2015). [image] Available at: http://www.panasonic.com/in/consumer/camerascamcoders/camera/dmc-lz40.html [Accessed 9 Jan. 2015]. Fig. 3 - Redesign Revolution, (2014). Airbnb’s Brand Evolution: Is Their New Graphic Too Graphic?. [image] Available at: http://www.redesignrevolution.com/airbnbs-brand-evolution-new-graphic-graphic/

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[Accessed 9 Jan. 2015]. Fig. 4 - Walkthroughs. (2013). [image] Available at: http://www.mobile-patterns.com/walkthroughs [Accessed 9 Jan. 2015]. Fig. 5 - Walkthroughs. (2013). [image] Available at: http://www.mobile-patterns.com/walkthroughs [Accessed 9 Jan. 2015]. Fig. 6 - Walkthroughs. (2013). [image] Available at: http://www.mobile-patterns.com/walkthroughs [Accessed 9 Jan. 2015]. Fig. 7 - Walkthroughs. (2013). [image] Available at: http://www.mobile-patterns.com/walkthroughs [Accessed 9 Jan. 2015]. Fig. 8 - Anon, (n.d.). [image] Available at: http://www.underconsideration.com/brandnew/archives/ airbnb_icon_3d.jpg [Accessed 9 Jan. 2015]. Fig. 9 - Redesign Revolution, (2014). Airbnbâ&#x20AC;&#x2122;s Brand Evolution: Is Their New Graphic Too Graphic?. [image] Available at: http://www.redesignrevolution.com/airbnbs-brand-evolution-new-graphic-graphic/ [Accessed 9 Jan. 2015]. Fig. 10 - Pinterest, (2014). [image] Available at: http://www.pinterest.com/pin/494833077782641454/ [Accessed 9 Jan. 2015]. Fig. 11 - Anon, (n.d.). [image] Available at: https://venturebeat.files.wordpress.com/2014/07/bnb_ billboard_02-2000x1125-1.jpg [Accessed 9 Jan. 2015]. Fig. 12 - Pinterest, (2014). Identity design. [image] Available at: http://www.pinterest.com/ pin/394276142350722305/ [Accessed 9 Jan. 2015]. Fig. 13 - EMS Events, (2014). Filming and post production. [image] Available at: http://www.ems-events. co.uk/what-we-do/filming-video-editing [Accessed 12 Jan. 2015]. Fig. 14 - Maps of World, (2014). World map image large. [image] Available at: http://www.mapsofworld. com/world-map-image.html [Accessed 12 Jan. 2015]. Fig. 15 - Airbnb, (2014). [image] Available at: https://www.airbnb.co.uk/stories/new-york/we-are-airbnb [Accessed 12 Jan. 2015]. Fig. 16 - Lower Wensleydale, (2013). [image] Available at: http://www.lower-wensleydale.com/ VisitingEnjoying/FoodDrink.aspx [Accessed 12 Jan. 2015]. Fig. 17 - Refinery29, (2015). Best vacation rentals. [image] Available at: http://www.refinery29. com/2014/03/64349/best-air-bnb-listings#slide-4 [Accessed 12 Jan. 2015]. Fig. 18 - Blog for family dinner. (2014). [image] Available at: http://blogforfamilydinner.org/1801-schoolgardens-good-food-and-family-meals [Accessed 12 Jan. 2015].

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Fig. 19 - Airbnb, (2014). [image] Available at: http://blogforfamilydinner.org/1801-school-gardens-goodfood-and-family-meals [Accessed 12 Jan. 2015]. Fig. 20 - Anon, (n.d.). [image] Available at: http://threeriversdeep.wordpress.com/ [Accessed 9 Jan. 2015]. Fig. 21 - Google+, (2013). [image] Available at: http://mashable.com/2013/01/18/google-plus-communitiesbeginners-guide/ [Accessed 12 Jan. 2015]. Fig. 22 - Top Fashionz, (2014). The top secrets of happy couples. [image] Available at: http://www. topfashionz.com/top-secrets-of-happy-couples/ [Accessed 12 Jan. 2015]. Fig. 23 - Airbnb, (2015). [image] Available at: http://www.airbnb.co.uk [Accessed 9 Jan. 2015].) Fig. 24 - Airbnb new logo belo. (2014). [image] Available at: http://dz2kgivhhny1y.cloudfront.net/content/ uploads/2014/12/airbnb-new-logo-belo-feeldesain6.png [Accessed 8 Jan. 2015]. Fig. 25 - Miller, Aysen, (2015). Print campaign. Photoshop. [Accessed 9 Jan 2015] (Images used - Anon, (n.d.). [image] Available at: http://galleryhip.com/couple-holding-hands-png.html [Accessed 9 Jan. 2015]. Anon, (n.d.). [image] Available at: http://blogs-images.forbes.com/davidvinjamuri/ files/2014/07/airbnb_horizontal_lockup_print.jpg [Accessed 9 Jan. 2015]. Airbnb, (2015). [image] Available at: http://www.airbnb.co.uk [Accessed 9 Jan. 2015].) Fig. 26 - Anon, (n.d.). [image] Available at: http://threeriversdeep.wordpress.com/ [Accessed 9 Jan. 2015]. Fig. 27 - Redesign Revolution, (2014). Airbnbâ&#x20AC;&#x2122;s Brand Evolution: Is Their New Graphic Too Graphic?. [image] Available at: http://www.redesignrevolution.com/airbnbs-brand-evolution-new-graphic-graphic/ [Accessed 9 Jan. 2015]. Fig. 28 - Design Studio, (2015). Airbnb Brand. [image] Available at: http://www.wearedesignstudio.com/ works/airbnb-brand/ [Accessed 9 Jan. 2015]. Fig. 29 - Anon, (n.d.). [image] Available at: http://blogs-images.forbes.com/davidvinjamuri/files/2014/07/ airbnb_horizontal_lockup_print.jpg [Accessed 9 Jan. 2015].

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APPENDIX FOCUS GROUP Speaker A – Helena Casey Speaker B – Poppy Whittaker Speaker C – Lauren Andrews 1. What would you say a sense of belonging is? A: A sense of belonging? Erm, when you feel happy? Erm… B: A sense of belonging to me is when you fit in with your friends and family around you. C: And you can be yourself.. 2. What makes you feel like you belong? B: Acceptance.. A: Erm happiness B: That’s your answer for everything *laughter* A: When you feel involved like C: Yeah when people actually invite you to things and you can be yourself around them *laughter* B: Yeah! 3. Have you ever heard of Airbnb? A: No C: No B: No 4. What are your opinions on shared accommodation? A: It’s shit because you can sometimes have dickheads. C: Last year was the worst year..not good. B: But shared accommodation with people you like is good. A: I like shared accommodation. Except for when it gets messy that stresses me out but other than that, it’s like… B: I dunno I just wouldn’t like to live on my own

5. Would you be willing to stay in a stranger’s home? A: What. On my own? In a stranger’s house… B: No…I wouldn’t C: How long for? B: It’s like wife swap… A: I think I could? C: It depends… A: So like you’ve never spoken to them at all and you have to go on your own? 6. Would you go on holiday or travelling abroad with a partner, and why? B: Yeah C: Yes A: Yeah, because I like holidays and hopefully I like my partner B: Only if they were paying… *laughter* C: Yeah I reckon it would be nice to go together 7. Would being with a partner make you more willing to experience a different community and stay in shared accommodation? B: Yeah A: Definitely C: Yeah B: I wouldn’t go on my own but if there was someone with me I would A: Yeah it’s just a safety issue C: Safety first B: And enjoyment A: Yeah B: You wouldn’t enjoy yourself if you were on your own A: I mean I have friends that are pretty crackers and they do loads of stuff on their own, loves it C: It would make me more want to go if I was with someone else, but I could probably maybe do it on my own, maybe.

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SURVEY

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CONSENT FORMS

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RESEARCH METHODOLOGY Research Method: Online Survey Sample (Aged 18-50): 16 Purpose: To gain some initial insight to the report brief such as - general awareness of Airbnb and thoughts on belonging. Strengths: This research looked into personal opinions of a variety of ages allowing me to get a broad response for this project. Weaknesses: Due to way I targeted the survey I did not get my desired number of reponses, therefore results were very low. Outcomes: The outcomes of this allowed me to gain insights into the term ‘belonging’ and different target audiences. Effectiveness of research method: This method was very effective and quite insightful as I was able to analyse my findings and from this draw new inspiration for the report brief. Research Method: Focus Group Sample (Aged 18-25): 3 Purpose: To get more research on my target market, gain an understanding of what belonging means in a wider context and enable me to come up with a new concept idea. Strengths: I was able to use a few results from the focus group to justify parts of my report and gained more insight into the 18-25 generation’s thoughts on travelling. Weaknesses: Due to the environment of the experiement, the particpiants often mirrored each other’s answers and reactions. Outcomes: The outcomes of my research helped me to come to a decision about a new concept for the report. Effectiveness of research method: Most of the results from this form of research were similar to those on my online survey so this research method wasn’t too effective. Research Method: Interview Sample (Aged 18-25): 2 Purpose: To find out more information and observe the relationship between my new chosen target audience and to find out their thoughts on belonging and the new concept. Strengths: A first hand insight observing couple behaviour, seeing their initial reactions in reponse to certain questions. Weaknesses: Due to the environment of the experiment, participants sometimes copied each other’s answers. Another weakness is that my findings were not subjective enough as I knew the couple I were interviewing so the potential answers could be biased. Outcomes: The outcome of my research confirmed my initial thoughts and backed up my new concept idea that couples prefer to travel together and are willing to experience new things when with each other. Effectiveness of research methods: I found this research to be quite insightful as I got first hand responses. However, if I were to conduct this research again I would interview people that I do not know as well, and a larger number of couples to get a variety of answers.

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Word Count: 2598

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