Kantar x RV Company
This project explores the RV Consumer Landscape with a focus in defining the prevailing People Segments across the market. As Consultant, data analyst, and content creator, I led the creation of custom research to understand the scope of the landscape including the who, why, and how consumers are buying RVs. The final segments revealed an intriguing range of consumers from those who use their RV in more traditional circumstances to those who are looking to lead a new lifestyle with their RVs. These segments armed our clients with the ability to create compelling marketing campaigns to targeted audiences for increased campaign success.
Quantitative Research
We designed an in-depth survey that measures how customers behave when purchasing or considering the purchase of an RV, their attitudes toward the act of using an RV and general vacation and camping attitudes, and their needs and behaviors in approaching the purchasing process of an RV. As a result, we obtained a rich data set to inform our ultimate People Segments.
Final Recommendations
The final recommendations of Segments stem from our comprehensive research and when successfully socialized, will ultimately inform future brand strategies across the North American RV market.