Customer Journey Research File by jivahemelsoet

customer journey research file proj ect assessm ent 1 C21 045

a n n e h o eb en - 31 0 91 94 H u g o cu n ha - 31 51 077 j iva h em elso et - 2722704 lotte b ro ers - 27821 89 th o mas swa n en b erg - 3 031322

hello, We are five students from Fontys University of Applied Sciences Tilburg and we are in the process of setting up a campaign for Madame Tussauds Singapore, to promote their new Marvel department. To achieve this, research is necessary in advance. In this document you can find for example, information about the country Singapore, information about Madame Tussauds and Marvel, whether Madame Tussauds her website is clear or not, how we have found our target groups with the associated customer journey, etc. This document is a summary of all the important information from the rather big appendix we have written. If you want more information about a specific topic, we gladly refer to the appendix. Enjoy! Anne Hoeben, Hugo Cunha, Jiva Hemelsoet, Lotte Broers and Thomas Swanenberg

m a r keti n g co m m u n i cati o n b r i ef

r esu lts fro m o u r r esea rch

3 6 0 d eg r ee sca n

tr en d r epo rt

o n li n e tracki n g pro fi le

i n vo lvem ent qu esti o n n a i r e

m a r ket seg m entati o n

perso n a

custo m er j o u r n ey

co n clusi o n

m a r keti n g co m m u n i cati o n b r i ef What: Introduction of companies Madame Tussauds is an attraction famous for their life-like wax statues. The statues represent (A-list) celebrities, sport legends, political heavyweights, royal figures and historical icons. Madame Tussauds allows you to relive the times, events and moments that made the world talk about them. The branch of Madame Tussauds we will be working for is located in Singapore. Madame Tussauds

Singapore will launch the Marvel Experience in November 2017. This is the biggest project since opening and needs to attract lots of tourists! The Marvel Experience will exist of a preshow including 3 Marvel figures and a 4D cinema. Why: Introduction of problems People have heard about Madame Tussauds, but a lot of people only go once or never at all. The goal is that we need to motivate people to actually go

to Madame Tussauds and to let them know about new attractions in order for them to come back. Madame Tussauds took the first step with this by partnering with Marvel. Together they are planning to make a 4D experience (more on that later) in order to entice people to go and to reconnect to a younger generation, by not just involving celebrities but also superheroes.

Introduction of 4D movie expedition The experience consists of a pre-show and a 4D cinema. From the A-list group, you will enter the Marvel Preshow. The Pre-show is Marvel zone with 3 Marvel figures incl. sets. The whole setting is that of a laboratory because the movie starts the same way. Singapore Skyline, Ironman with a say that guests can stand behind, and Captain America, with an infinity wall.

Every guest that participate with the Marvel 4D experience will first come into the preshow, where they can make photo’s. This pre-show is also the waiting room for the cinema. After this, the guests will walk into the cinema where it will look like an ordinary 4D cinema where people put on their glasses and start the show. The movie lasts about 8 minutes. The Marvel 4D experience is included in every consumer ticket. The most tour groups, however, do not have Marvel in their package. The students only focus on the B2C market which means that they will not have to worry about the tour groups which is in a B2B market After the guests walk out of the cinema, they will enter the retail shop which holds the Wolverine. He is not allowed to stand in the Marvel zone, because the rights of Wolverine where bought off. That makes him not an official part of the Marvel world.

Who: Target group Families & young adults. How: measuring and defining plan Develop a marketing communication campaign for Madame Tussauds Singapore directed to FIT coming into Singapore with a focus on Digital Marketing. When: time of completion Week 14 - the 8th of January 2018. Budget €50.000, or if the plan is really good €70.000. Preconditions - Drive Online conversions - Optimize the Customer Journey - Focus on Digital tools - Drive Awareness Marvel 4D Cinema Conditions - Location (Sentosa is not in the City Centre) - Competitor 4D Cinema, less than 200m from us - Budget (€50.000-€70.000)

r esu lts fro m o u r r esea rch Country Singapore is the smallest island of Asia, but with a lot of diversity. There are many cultures, languages and religions in this country.

360 d eg r ee sca n

Target group Madame Tussauds Singapor target group. This because it the information into forms of activity, innovation, motivatio learning skills, emotion, fa personality of an individual Tussauds is visited by many

ATLANTIC OCEAN

PACIFIC OCEAN

INDIAN OCEAN

re does not have one precise t is a place which transforms f knowledge, education, art, on, skills and ability, culture, ashion, fame, success and l. Because of this Madame different ages.

Domain and industry description Madame Tussauds is part of the Entertainment industry, also known as â&#x20AC;&#x2DC;Show Businessâ&#x20AC;&#x2122;. But that is not the only industry where Madame Tussauds fits in. It also fits in at the Tourism industry and a bit in the Cultural industry.

S ING A P O R E

Stopovers A stopover is a place where you stop briefly before continuing your journey. Singapore has millions of people in her airport every year and some if not most of them need to wait quite a while before their next plane leaves. This means that they get the opportunity to visit Singapore.

Mandarin, Malay, Tamil & English.

51%

49%

there are 5,781,728 Singaporeans

In 2016 16,403,595 People have travelled to Singapore

Top 3 most relevant trends

tr en d r epo rt

1. Good working app Nowadays it is really important to have a good working app. Madame Tussauds London and Madame Tussauds Wien have apps for their Madame Tussauds. These apps contain fun facts, pictures, videos and of course information. With an app, the visitor can explore Madame Tussauds in a different way. For example, the visitor can fill in questions before they visit, so they can get a personal route through Madame Tussauds with facts about their personal favourites! This will be a personal experience for each guest. Madame Tussauds Singapore is not doing this at the moment, they should!

2. A Virtual r day. Alm Amusem markers you can she star somethi visit to M of every

Augmented reality reality and augmented reality gets more and more popular every most everywhere you go you have the option to use it if you look at ment Parks. Madame Tussauds can use augmented reality with s. The visitors can scan, for example, Taylor Swift. In the scan (which n find in the app!) you can find out more about Taylor Swift: when did rted with singing, what are the most popular songs from her, etc. This is ing that gives the visitor more information in a fun way. It would make a Madame Tussauds more interesting and interactive, which is the cause ybody having something to do.

3. Raise a Team of Influencers. You see them everywhere, vloggers and bloggers. A lot of brands work together with multiple vloggers or bloggers to promote their product or service. It depends on the target group if they are reading/watching them, but we think this is a big thing. It works, that is for sure, but how could Madame Tussauds use this? Well, that is a thing we need to think about, but we see a lot of opportunities. For example, the target group young travellers. If you work together with a blogger for travelling they can write a blog about their trip to Madame Tussauds Singapore. The followers will come to Madame Tussauds Singapore because of the awesome blog they have read.

The Analytics Data - Madame Tussauds and Wax Figurs

Activity

608

LAST 30 DAYS

Messages last 30 days

608

LAST 7 DAYS

138

YESTERDAY

TODAY

75 50

~ ~ Anand ~ ~ retweeted

Madame Tussauds SG

@ MTsSingapore

25 0

13 minutes ago

RT @ MTsSingapore: Put on a sari and strike a pose with Madhuri DixitNene at Madame Tussauds Singapore! #IIFA #greencarpet #madametussaudssg #iif d

review: 1 google+: 1

18 Sep

25 Sep

2 Oct

9 Oc

25 Sep

2 Oct

9 Oct

madame~ tussauds~ OR "wax~ figures~"

Sentiment 80

0 negative

18 Sep

neutral

positive

Trending topics

facebook: 2 google+: 5

18 Sep

negative blog: 8 neutral

nieuws: 12

25 Sep

positive

2 Oct

instagram: 11

google+: 5

negative

18 Sep

new e wax a figure r

legoland

9 Oct

Trending topics

experience 2day

9 Oct

jonesi s ndex

2 Oct

positive 2

ActivityRepost over from a month

forum: 6

blog: 21 messages

neutral

25 Sep

launch c

messages negative

18 Sep

exci c te t d

Messages last 30 youtube: 6 days

drankenproduce c nt co c nst s ellation brands

Messages last 30 days 0

review: 1

google+: 1

britse s merlin entertainment

9 Oct

nederland

R "wax~ figures~"

2 Oct

Sentiment

VLV is a multi-concept lifestyle destination housed along the iconic Singapore River at Clarke Quay, in the oldest historic ... VLV marries Asian hospitality with premium dining, entertainment and exciting nightlife concepts in four

madame~ tussauds~ OR "wax~ figures~" Activity Activity over a month

kerem bursi sn

25 Sep

@ skypremiumsg

9 Oct

f deral fe

2 Oct

legoland

AYS

RT @ MTsSingapore: Put YESTERDAY TODAY on a sari and strike a pose9with Madhuri9DixitNene at Madame Tussauds Singapore! #IIFA #greencarpet #madametussaudssg #iif d Activity

25 Sep

jonesi s ndex

13 minutes ago

18 Sep

drankenproduce c nt co c nst s ellation brands

@ MTsSingapore

britse s merlin entertainment

Tussauds SG

75 50 25 0

138

YESTERDAY

TODAY

o n li n e tracki n g pro fi le 18 Sep

25 Sep

madame~ tussauds~ OR "wax~ figures~"

2 Oct

negative

neutral

25 Sep

2 Oct

positive

9 Oct

Trending topics

wass ssenbeeld

biermerk co c rona

mad a ame tussauds new e york

9 Oct

britse s merlin entertainment

2 Oct

launch

blog: 8

jonesi s ndex

experience 2day

legoland

kerem bursi sn

punten

nieuws: 12

nederland

exploitant

google+: 5

c eck ch c

facebook: 2

rentebeleid van de fe f deral

new e wax a figure r

9 Oct

e cited ex e

positive

9 Oct

Trending topics

2 Oct

25 Sep

9 Oct

Singapore entertainment~

Sources 25 Sep

25 Sep

wass ssenbeeld

biermerk co c rona

mad a ame tussauds new e york

britse s merlin entertainment

punten

kerem bursi sn

exploitant

launch

jonesi s ndex

experience 2day

legoland

rentebeleid van de fe f deral

c eck ch c

e cited ex e

new e wax a figure r

nederland

o n li n e tracki n g pro fi le

Online Usability - Navigation & 5 seconds test

It is important for a company to have a website which looks good and professional, but at the same time is also as simple as possible. This is because people have a very short attention span, as little as 5 seconds. If people can not find what they are looking for within those 5 seconds they can lose interest and will go to a different website. This is why we did 2 tests to see if there were any problems with the website of Madame Tussauds. The first test was a navigation test. We gave the volunteers of our questionnaire the question where they could find who is on exhibit in Madame Tussauds Singapore. Out of 21 people, 8 of them got it wrong and did not know where to click to find out who is on exhibit. Looking at the result you can see that this needs to be improved. The second test was the 5 sec test. We asked the people questions after the 5 seconds to see how much of the homepage they saw. The results were that 16 out of the 21 people immediately noticed where to go to buy a ticket, however, when asked where you had to click to find the navigation menu 12 out of 21 people did not know where to click. The general feeling about the website was positive, the people felt the website was professional and goodlooking, on the other hand, people felt the picture was a bit overwhelming and distracted them.

38% co u ld n ot fi n d w h o is o n th e exh i b it i n M a da m e Tussau ds Si n ga po r e

76% i m m ed iately n oti ced w h er e to g o to b uy a ti cket

57% co u ld n ot fi n d th e n avi gati o n m en u

th e g en era l feeli n g was positive

The overall conclusion is that even though the majority of the people passed the test, that is not enough. To attract more attention to the â&#x20AC;&#x2DC;buy ticketâ&#x20AC;&#x2122; button the colour could be changed to stand out, which it is not doing right now because almost everything on the website is red. Something else that could be changed was the picture that was shown. The picture was so big it was not clear that you could scroll down the website and some of the people found the picture somewhat overwhelming. This could be changed by putting a smaller picture on the website.

o n li n e tracki n g pro fi le

Involvement Questionnaire

Our goal of this questionnaire was to find out more about the customers of Madame Tussauds. The study shows that many tourists go to Madame Tussauds and have high expectations. Unfortunately, all the expectations didnâ&#x20AC;&#x2122;t came out. Nevertheless, most people would visit Madame Tussauds again in another country. Madame Tussauds scores average on the scale, a 7.3. There could be some improvement to make this grade higher. Based on this research, what certainly needs to be improved is that there need to be more statues from other countries and the trip has to be longer, it was to short now.

10/10

5/10

ha d expectati o n s w h o d i d n ot ca m e o ut

wa nt a b i g g er m a rvel d epa rtm ent w ith m o r e h ero es

8/10

9/10

7/10

peo ple a r e fro m a fo r ei g n co u ntry. M ost Tu r key a n d g er ma ny

th i n k m a da m e tussau ds a m ster da m is i nteractive en o u g h

wo u ld g o to a n oth er m a da m e tussau ds i n a n oth er co u ntry

1/5

6/10

8/10

wo u ld pay extra fo r a b i g g er m a rvel d epa rtm ent

wa nt m o r e statu es

th o u g ht th e exper i en ce was to sh o rt a n d expected it to b e b i g g er

m a r ket seg m entati o n Who is our target group? At first, we have chosen for Europe because this target is easy to reach. We know how they think, feel and act. We have excluded the business travellers and the stop-over tourist who are in Singapore less than 24 hours. That leads to a target group of Âą768.000 people in Europe. (Singapore Tourisme Board, 2015)

To increase the target group, we decided to incorporate with Australia. The reason why we choose for Australia is that they have a similar Western-culture as in Europe. So if we reach Europeans it is easier to include Australian, because of the similarities. If we do the same calculation it will lead to another target group of Âą725.000 people in Australia. (Singapore Tourisme Board, 2015)

eu ro pe

Demographic The reason why we have chosen for Europe and Australia is that of cultural similarities. We are familiar with the way of advertisement. For example, if you see a TV commercial in Germany, there is a big chance you will also see it in the Netherlands with of course a Dutch voice instead of a German one. austra lia

If we compare Australia to the three countries for Europe who visit Singapore the most (United Kingdom, France, Germany) we see that the culture is similar. For example, if you look at the Power Distance you see that Australia, Germany and United Kingdom have almost the same heights. You could say that their values and morals are comparable.(Hofstede Insights, 2017)

Behavioural We decided to exclude the business travellers because they have other matters on their minds. They didn’t really go there to see Singapore, but to do business. In their free time, Europeans and Australian people like to be away from their work and colleagues. We don’t think they would go alone to Madame Tussauds. That is why we have excluded them. We also excluded the tourist who stays in Singapore less than 24 hours, because when you have 8 hours to spend in a new country you would probably won’t have the time to go Madame Tussauds. If you look on the top 10 attractions, Madame Tussauds is not even on the list. Tourist would rather go to an attraction from the top 10 list. The short time they have in Singapore, they will spend carefully.

If you want to know more about the cultural profile of Europe and Australia, we would glady refer to the appendix.

Persona Australia

Andre

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perso n a N a m e:

A n d r ew Steven so n

Ag e: 42 N ati o n a lity:

Austra lia n

M a r ita l status:

M a r r i ed

Pro fessi o n:

Acco u nta nt

H o b b i es:

Fo otba ll, tr ekki n g,

activiti es W ITH h is fa m i ly 20

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name is Andrew Stevenson and I am an Aussie from Sydney. I have a position at my company as an accountant and I love what I do. However, can be a bit stressing as it requires a lot of concentration from me and tuck at the office for many hours can drive me crazy sometimes.

We also like to visit a farm in the country side that belongs to some friends of ours. They can play with their the kids and enjoy the animals they have like: chickens, ducks, rabbits, birds, dogs, cats and the ponies. They love the ponies most because they can ride them.

aily basis I wake up at 7 a.m. to get ready to work and help my wife ng the kids to go to school at 8 a.m. I have to be at work by 8 a.m., so e normally takes them to school as she has to be at her work at 9 a.m.

Tonight, after dinner my wife and I have decided to go on a family trip next summer. After a small list of countries we have decided to pick Singapore as destination. The kids can experience a different culture and they can see the world from a different perspective. We believe Singapore has much to offer in terms of attractions and as a multicultural country it would be a good idea to show our children how people may look different, have different habits, food and language - among others, than in Australia.

arrive at work I have a pile of papers waiting for me to be taken care have to be checked and submitted through our system. It can be very ting over the day to look at the documents and the computer, inside 4 ithout any fresh air and contact with nature, as the office it is located the center of the city next to other buildings. So I stay until 5 p.m. That me I leave to pick up my kids from school and take them back home start preparing dinner so it is done by the time my wife arrives home, 7 p.m.

ily is the most important thing in my life and having 2 young children ne who 5 years old and Eric who is 7 years old) I want to spend as much possible with them during my spare time. Therefore we plan activities r during our spare time in the weekend. Mainly outdoors to avoid the era that we live nowadays and to teach our kids the importance of g nature. Among the activities we bike through the woods, do picnics, w places, playing football with Eric while my wife Katherine reads a Caroline and do braids on her hair.

While doing some research on Internet, we found out that there is a wax museum with some important figures called Madame Tussauds. It would be nice for the kids to have some fun with their idols. Eric is very fond of Captain America and Caroline loves Taylor Swift her songs. As parents we want to please our children and provide the best moments of their lives while they are still young and have a pretty bright perspective of life yet. Their happiness is our happiness. We are very looking forward to have some fun there and bring unforgettable family moments back home.

Persona Europe

Gracie

Hello, m Birming Birming as a sof

My boy combine great be To keep subscrib channel and Loc

perso n a N a m e:

G raci e A ld ers

Ag e: 28 N ati o n a lity:

B r itish

M a r ita l status:

i n a r elati o n sh i p

Pro fessi o n:

so ftwa r e d evelo per

H o b b i es:

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a n d b oa r d ga m es 22

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Besides our frien Especia exhibits Singapo heard w media a

e Alders

my name is Gracie and I am 28 years old. I live in an apartment in gham with my boyfriend. We met at the Birmingham university. At gham I studied computer science and right after I graduated I got a job ftware developer at Samsung.

yfriend and I rent an apartment together in Birmingham. His salary ed with mine, we do not have to worry about our finances. What is ecause I spend a lot money on the latest gadgets and technology. p myself up to date with all the new developments in that industry I bed myself to multiple tech magazines and am I subscribed to YouTube ls that talk about the newest technology, for example UnboxTherapy ckerGnome.

so very active on social media and spend a lot of time on the internet, s where I get most of my news from. I mostly look at international do not really care much for local politics. I got this app on my phone notifies me when something important has happened. That is really ecause I will not have to spend any time looking it up for myself.

s sitting at home all day we go out and see cultural things as well with nds. We try to at least see and/or do something cultural once a week. ally during our vacations, my boyfriend and I try to see as much art s and cultural experiences as we can. Lately, he is talking about a trip to ore. I am really curious about Singapore, because the only thing I have was that it looks like a really futuristic city. I searched through social and found a couple of travel blogs that wrote about Singapore.

On a daily basis I wake up at 6 a.m., because I have to be at work at 8 a.m. As soon as I wake up I check my phone to see if there is a notification about something that has happened in the world or if someone messaged me. I get up and fresh myself up before having a small breakfast. Usually about the time I finish breakfast my boyfriend wakes up. After cleaning I get in my car and drive to work, hoping that I do not get stuck in traffic. At the workplace I talk with my co-workers about new developments and then we sit behind our desk and work on the current project. During my lunch break I check my phone again and scroll through Facebook and Twitter to see if someone has put something interesting on it. Then I look if someone has send me a message. After the day is done I drive home and I am completely spend. I lay on the couch and put on a series while I am waiting for my boyfriend to get home. After he arrived home, we eat some left-overs while sitting on the couch. The rest of the night we spend watching series of playing some video games. Usually I go to bed earlier than him, because of how tired I am after the day of intense coding. He goes to bed about an hour later and tries to be really silent, but he does not realize he always wakes me up. â&#x20AC;&#x192;

custo m er j o u r n ey 1. Before - Doing research Social media - google - reading travel magazines - word of mouth d eta i led D escr i pti o n to u ch po i nts

Word of mouth is the most import touchpoints for doing, because he has friends with families like he has. They have experiences with travelling far from home. 2. Before - Booking the trip Booking website (adds) - looking for the airline - travel agencies Travel agencies is the most import touchpoints for booking the trip, because he wants to be sure of his decision. He thinks travel agencies are the ones that can give him the best advice. 3. Before - Planning Tripadvisor.com –google – news (what happens past weeks)

News (what happens past weeks) is the most import touchpoints for planning, because he wants to know if it is save in Singapore for his wife and kids.

4. During - Travelling Billboards -TV’s in the airplane on the airport - promotion team – magazine in airplane TV’s in the airplane is the most import touchpoints for travelling, because the family will be in the plane for a long time. The kids will get distraction on the TV’s in the airplane.

Discount websites is the most import touchpoints for planning a day out, because he is with a big family. He would like to get as much discount as he can get.

Thinking & 7. During - In Madame Tussauds Promotion team - interactive games - social media - information signs

5. During - On holiday Vouchers/brochures - billboards personnel word of mouth - public transport - tourist information google adds - in the city

Promotion team is the most import touchpoints for in Madame Tussauds, because the promotion team will entertain the kids. If the kids are happy, he is happy.

Personnel in hotel/word of mouth is the most import touchpoints for in Singapore, because Andrew wants to know what the inhabitants think what you should do in Singapore.

8. After - Evaluating the holiday Word of mouth - social media (sharing experience) - writing a review

6. During - Planning a day out Vouchers/brochures - discount websites - google - tripadvisor.com - tourist information - MT itself

Word of mouth is the most import touchpoints for back at home again, because he would give his friends with families advise.

- Oh, wow tha - My daughte - My son love - It’s better th “amazed – gr surprised”

Thin

- Will - How - Are - How - Is th wor - Wha “opti

Thinking & emotions Thinking & emotions - Best holiday ever! - The kids has so much fun! - The trip was a success! - I need to share this with my friends! “thankful – sad (because back home) – tired”

- My kids need to be happy than I am happy - Are there kids friendly places to go? - Get to know another culture. - What the weather will be like? - What should we pack? - Are there any special habits or rules he should know – what about the budget? “excited – doubting – overwhelmed”

Thinking & emotions - Safety and comfort are important. - If there Wi-Fi access everywhere? - Which accommodation should we choose? - What about the budget? “even more excited – It cost him an arm and a leg – curious”

& emotions

at’s nice! er loves to catwalk! ed the Marvel department! han I expected! rateful – excited –

3 Thinking & emotions 7

nking & emotions

l it be nice there? w are we going to get there? e the kids going to enjoy? w long will we be there? he extra ticket for the Marvel department rth the money? at about the budget? imistic – interested – curious”

andrew stevenson

Thinking & emotions - Which option are we going to choose? - I want something with Marvel/Captain America for my son. - Is Madame Tussauds a good option? - What about our budget? “overwhelmed – indecisive – happy to be in Singapore”

- What to pack? - What to do/see? - Are there attractions for the kids? - How about the transport? - What about the budget? “stressed – doubting – super excited – concerned”

Thinking & emotions 5

- We can go there, or there, or there.. - It is going to take forever.. - How can I comfort the kids? - What are my expectations? “tired –nervous – excited – overwhelmed”

custo m er j o u r n ey d eta i led D escr i pti o n to u ch po i nts

1. Before - Doing research Social media – google – reading travel magazines – word of mouth

4. During - Travelling Billboards –TV’s in the airplane – on the airport – promotion team

Social media is the most import touchpoints for doing, because Grace spends a lot of time on social media. She search for interesting things for her trip to Singapore.

Billboards is the most import touchpoints for travelling, because she thinks it is interesting to see how billboards changes with time. Technology is very important nowadays, so she likes to see if billboards are getting better with technology.

2. Before - Booking the trip Booking website (adds) – travel agencies online – looking for the airline Booking website (adds) is the most import touchpoints for booking the trip, because she searched through social media for tips, so she gets a lot of adds on the websites she visits.

5. During - On holiday Billboards – personnel word of mouth – public transport – tourist information – google adds – in the city

3. Before - Planning Tripadvisor.com – google – news online (what happens past weeks)

Google adds is the most import touchpoints for in Singapore, because she searches with google for the things she would like to do. Adds are important if she is searching.

Google is the most import touchpoints for planning, because she is interested in the most technology things to do in Singapore.

6. During - Planning a day out Discount websites – google – tripadvisor.com – tourist information – MT itself

Google is the most import touchpoints for planning a day out, because she plans everything with google. 7. During - In Madame Tussauds Promotion team – interactive games – social media –information signs Interactive games is the most import touchpoints for in Madame Tussauds, because Grace is very interested in the latest gadgets and technology. She will definitely try all the interactive games in Madame Tussauds. 8. After - Evaluating the holiday Word of mouth – social media (sharing experience) – writing a review Social media (sharing experience) is the most import touchpoints for back at home again, because she is active on social media and she would like to share her experiences.

Thinking &

- Oh, wow tha - So many int - We loved th - It’s better th “amazed – gr surprised”

Thin

- Will - How - Are - How - Is th wor - Wha “opti

Thinking & emotions Thinking & emotions - Best holiday ever! - The trip was a great success - I need to share this with my friends! “thankful – sad (because back home) – tired”

- There should be a lot of technology? - I want to get to know another culture. - What will the weather be like? - What should we pack? - Are there any special habits or rules he should know about? - What about the budget? “excited – doubting – overwhelmed”

& emotions

at’s nice! teractive games! he Marvel department! han I expected! rateful – excited –

3 Thinking & emotions 7

nking & emotions

l it be nice there? w are we going to get there? e there enough of games? w long will we be there? he extra ticket for the Marvel department rth the money? at about the budget? imistic – interested – curious”

gracie alders

Thinking & emotions - Which option are we going to choose? - I want something with Marvel/Captain America. - Is MT a good option? - What about our budget? “overwhelmed – indecisive – happy to be in Singapore”

- What to pack? - What to do/see? - Are there attractions with technology? - How about the transport? - What about the budget? “stressed – doubting – super excited – concerned”

Thinking & emotions 5

- We can go there, or there, or there.. - It is going to take forever.. - What are my expectations? “tired –nervous – excited – overwhelmed”

conclusion, Along this project we have done a lot of research to gather crucial information that will be used in our final campaign. We have learned about Singaporeâ&#x20AC;&#x2122;s culture and what type of people visit the country. We have worked on making our customer journey specific and detailed. We have compared different cultures and found out which target groups will be part of our segment. We hope we have choosen wisely. Our target group is rather big compared to others, but we think that will work as a profit. That is a challenge we are looking forward to, to be working on the next few months. Thank you for your time!