5hellosplus: USER segmentation
Touringcar drivers: who are they?
A project to map out the target audience and understand their motivations in order to create an effective communication campaign.
For this research, 5hellos interviewed 24 drivers at various locations in Amsterdam, about how they park their busses and where they stop.
Preparation
For this research, we decided on fieldwork. To interview drivers on location, we prepared a questionnaire in advance.
The most important research questions were:
- How do bus drivers decide where to stop and park?
- Which problems do they experience?
- What do they consider as causes of and solutions to nuisance in the city?
On the road
This research took us from East to West and from the Rijksmuseum to Amsterdam Noord. The interviews provide insight into the challenges that drivers face when working in Amsterdam, from their perspective.
Many drivers experience that their work becomes more difficult in Amsterdam and prepare their trip well to avoid nuisance, but there are few alternative options when it is busy.
They themselves “creatively” look for parking spaces because they believe that there are few good official parking spaces.The drivers advocate for accessible and affordable parking locations and larger stopping locations, and hope for a friendlier attitude towards tour buses.
During the interviews, it also became clear that there is not a typical tour bus driver profile, nor a typical route. Each company and trip has its own approach and needs. Drivers also have different knowledge of Amsterdam and handle the fulfillment of their trip differently. Drivers use different sources of information and follow informal rules.
The result
After the session, 5hellos delivered a report with key insights, quotes, and recommendations for target group segmentation and communication within 4 days.Interested in mapping out the motives of your target groups? Schedule a conversation.