Qualitative Report - June 2009 –

Created by Synovate

Innovation Norway –Exploring Motivations For Nature Based Holidays

Objectives

The overall objective is to understand the core motivations for choosing a

holiday with nature

More specific objectives include:

• Identifying different consumer segments based on emotional motivations

for choosing a nature holiday

• Understanding how best to communicate to each motivation segment

• Understanding key language and images that each motivational

segment identifies with

• Describing key activities that each motivation segment may prefer

• Evaluating Innovation Norway’s concept platforms

• Understanding the brand context that Norway is operating within

Methodology

• Four 4 hour group discussions were held in London, UK using the Censydiam method of Qualitative Research

• A number of projective techniques were used in order to gain valuable insight into how holidays close to nature fit into the consumer’s world

• Then we seek to understand what drives the consumer – to understand how people are motivated differently towards holidays close to nature

• We will use a consistent framework to describe the world of holidays close to nature which will:• Structure our understanding• Use uniform language • Allow for understanding of sample differences• Allow for understanding of competitors• Give clear frame of reference for strategic

direction especially in terms of communication

Censydiam uncovers underlying emotional motivations for taking holidays with an element of nature

Holidays in Norway have an image of solitude amongst wide expanses of nature and is seen to lack warmth and an emotional pull

Through use of extensive projective techniques Censydiam allows us to get beneath the rational motivations to unearth emotional drivers to go on these types of holidays

Censydiam exhaustively explores all motivations for going on holidays with an element of nature and fully profiles each of these areas

Censydiam develops a framework of reference to understand holidays with an element of nature on which the motivational areas can beplotted as well as competing countries and the concept platforms. This allows us to identify areas of opportunity

Censydiam qualitative can not quantify the motivational areas but we can provide a directional idea of which are most prevalent

The Client Brief: Business Objectives 8 basic motivations 8 basic ways of experiencing something

Enjoyment

Connecting

Belonging

Security

Control

Recognition

Source: Censydiam InstituteUniversity of Antwerp

Power

Vitality

Self

Others

Liberate

Control

Brands That Sum Up These Positions

EnjoymentEnjoyment

ControlControl

BelongingBelongingPowerPower

SecuritySecurity

ConvivialityConviviality

RecognitionRecognition

VitalityVitality

• An Escape

• A break from everyday life, the grind and

monotony of day-to-day life

• Leaving behind the fixed pattern and throwing

oneself in something different

• Discovering something new and different

• Freedom to re-charge oneself

• Gaining new energy and inspiration in order

to deal with the responsibilities and

obligations of everyday adult life

• A unique opportunity to indulge yourself

• A treat for the achievement of the hard work

people have done througout the year

Holidays are ‘An Escape’

“I feel at peace and after living in London where the pace of life is literally maybe ten times more and that is

what we go for, the escape”(Older Females)

“It’s freedom. Somewhere to go where there’s not a McDonalds, there’s no

takeaway or a bar, time out of my comfort zone into

somewhere that’s freedom for me ” (Older Males)

There is consumer need to escape on holiday… for release from adult life

Everyday normal adult life is felt to be:

• Hectic

• Monotonous

• Boring, unexciting, dull

• Unhealthy

• Far from nature

• Restricting due to responsibilities

• Compromised: Have to do things for

others

• Stressful: Facing many situations which

are out of your control

• Difficult

“It’s getting away from it all…no bills, no kids

waking me up. Escaping”(Younger Males)

Nature holidays provide new energy to go on a journey to discover your true self - as a child would

On holiday one feels rejuvenated and can once again enjoy the journey of self-discovery:• Desire to explore• Freedom to express extreme emotions

e.g. wonder, joy, humour• Desire to make new achievements• Making new friends • Creating new memories – without

looking ahead or recalling the past• Acquiring new knowledge to improve

yourself• Freedom just to enjoy the

company of others• Eat, drink, rest, sleep on my terms

Holidays with nature offers the freedom for different journeys of self-discovery

Self-accomplishment • Discovering if you are capable of beating

the strength of the natural elements• Improving oneself physically and mentally

Physical and Spiritual health & well-being• Nature offers the peace for an introverted

and reflective self-discovery• Nature provides a harmony which helps to

satisfy, soothe, relax and pamper • Focusing on the your place in the world and

contemplating higher beings

Freedom to indulge the basic need to understand our environment• Broadening horizons, increasing number of

experiences

A return to everyday adult life

People want more out of a nature holiday than just a break e.g. beach holiday

People hope they will have discovered more about themselves and have become a better person as a result• Healthier• More experienced• More knowledgeable • Achieved more• More friends• Better parent• More interesting

People want to feel fulfilled – to know themselves better and feel more equipped with daily life

“You would feel fulfilled, your wants and desires fulfilled…you would hopefully feel energised…

almost like the cobwebs have been blown away and you’re

starting fresh again. Your stress levels have gone back down to

near zero and you’re feeling recharged” (Younger Males)

Core elements of holidays with natureEscape or release from everyday adult life

• Everyday life is overwhelming, difficult, confusing, hectic and stressful

Freedom to be yourself with few constraints• Few responsibilities• No need to ‘put up a front’• Enjoying the moment

• No need to worry about past or future

Self-Discovery• Self-accomplishment: Improving

oneself, challenging oneself, going out of one’s comfort zone, exploring one’s surroundings

• Physical and spiritual well-being: sensing one’s minor position, pampering oneself, reflecting on oneself, reconnecting to own body

n=Nature Holidays

Escape to Self-Discovery

Key Learning: Each consumer will be looking to go on their own personal journey of self-discovery

Why use a framework?

The frame gives a consistent language

and structure to understand the

motivational strategies used by

people to satisfy their needs in

holidays with an element of nature

and ultimately in holidays in Norway.

Within the frame we have identified 8 key

motivations which give us insight into

how consumers approach holidays with an

element of nature as well as their priorities

and needs:

This will then help prioritise decision

making by

Holiday with nature frame Vertical axis

ReleaseThe vertical

dimension refers to the way in which the individual interprets

and manages holidays

I seek new experiences

I want to feel ‘release’

Meeting new people, new activities, new surroundings

Doing something I wouldn’t normally do

I seek familiar experiences

I have limited holidays and want to achieve something during my

holiday

I want to restore and heal myself

I want to learn more and become a more knowledgeable person

n=Nature Holidays

Escape to Self-Discovery Giving

Reassurance

Achievement

Holiday with nature frame Horizontal axis

I want to achieve goals on my holidays

I want to challenge myself to become a better person

I want to feel more confidence in myself

I want to feel in harmony with myself, nature and others i.e. family and friends

I want to give time and energy to myself and others on holiday

I want to reconnect with myself, friends and family on holiday

n=Nature Holidays

Escape to Self-DiscoveryAchievement Giving

Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen

Forutsigbarhet og kontroll

Teste grenser, nåmål og føle

stolthetAnerkjennelse,

berikelse og ny kunnskap

AchievementGiving

Reassurance

Release

Sette egne behov til

side

Nye krefter og ny energi

Slippe seg løs / ha det

moro

Integrasjon

Trekke seg

tilbake

Anerkjennelse

Søke seg ut

Fellesskap med andre

Ferier nær naturen

Klarhet, stillhet og sinnsro

Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen

Forutsigbarhet og kontroll

Forsikring

Frigjøring

Slippe seg løs / ha det

moro

Ferier nær naturen

Jeg vil slippe meg løs og ha mye moro!

Spontanitet

Uventet

Moro

Adrenalin

Forløsning, frigjøre seg

Glede

Feire

Spenning

Risiko

Ingen anger

Slippe seg løs

Grip dagen

Kommunikasjon med slippe meg løs og ha det moro

Jeg vil ha forutsigbarhet og kontroll

Bestille

Kundeservice

Lav risiko

Organisert

Planlagt

Ikke noe stress

Forsikre

Reiserute

Garanti

Likesinnede mennesker

Strukturert

Kommunikasjon med forutsigbarhet og kontroll

Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen

Teste grenser, nåmål og føle

stolthet

Individuell prestasjon Oppofrelse

Sette egne behov til

sideFerier nær naturen

Jeg vil sette mine egne behov til side, jeg vil glede de som står meg nær!

Tilhørighet

Varme

Kjærlighet

Familie

Dele

Omsorg

Kvalitetstid

Se gleden i øynene til dine kjære

Kommunikasjon med glede andre og sette egne behov til side

Jeg vil teste meg selv og nå nye mål, jeg nyter stolthetsfølelsen når jeg har overvunnet naturen!

Utfordring

Stolthet

Belønning

Ekstrem

Risiko

Fysisk

Dramatisk

Fare

Konkurranse

Suksess

Teste grenser

Føle at du lever

Prestere

Kommunikasjon med teste grenser, nå mål og føle stoltheten etterpå

Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen

Anerkjennelse, berikelse og ny kunnskap

Integrasjon

Anerkjennelse

Fellesskap med andre

Ferier nær naturen

Jeg vil dele opplevelser og føle fellesskapet ogkameratskapet med de jeg reiser sammen med!

Livlig

Harmoni

Fellesskap

Tilhørighet

Varme

Vennskap

Småprat

Dele

Knytte vennskapsbånd

Støtte

Kommunikasjon med fellesskap og kameratskap

Jeg søker anerkjennelse hos andre, ny kunnskap, berikelse og vil utvide horisonten i ferien!

ForbedreLære OppdageUtvide horisontenLokalKulturellInnfødtLevesettAnnerledesUnikFascinereAutentisk

Kommunikasjon med anerkjennelse, berikelse og ny kunnskap

Trek

ke se

g tilb

ake

Søke seg ut

Ulike motivasjoner som er viktige for valg av ulike typer ferier i eller nær naturen

Nye krefter og ny energi

Ferier nær naturen

Klarhet, stillhet og sinnsro

Jeg søker naturlig terapi; hvile og avslapning, stillhet og sinnsro i ett med naturen!

Skjem deg bort

Fred

Stillhet

Ro

Avslappet

Belønning

Komfort

Spirituell

Forgodtbefinnende

Tid for deg selv

Velvære

Fundere, gruble, meditere

Reflektere

Kommunikasjon med klarhet, stillhet og sinnsro

Jeg vil føle at jeg har fått nye krefter, er oppkvikket og uthvilt. Jeg nyter følelsen av å få ny energi fra naturen

Kommunikasjon med nye krefter og ny energi:La naturen gi deg ny energiUtforskeVariert naturVarierte naturopplevelserMangfoldig naturForfriskendeStimulerendeNye krefterRevitalisertOppfriskendeFå nytt liv – bli født på nyLade batterieneUngdomskildenRegenerereÅpent landskap – enorme naturområderAnerledesNy

Visiting Norway

Diversity of nature and variety

of ways to enjoy it

Unique experiences: Fjords,

Northern Lights, ice hotels

Different from the norm and

therefore undiscovered and

unspoilt

Vitality of nature

Not too far

Associated with certain type of

tourist: refined, middle class

• Expense: especially accommodation, food & drink

• The climate• Lack of knowledge/familiarity

leading to uncertainty: - What to see, what to do- How long do I go for- What is the culture like?- What food do they eat?

• Northern Lights not guaranteed• Not family orientated• Associated with certain type of

tourist: refined, middle class

Norway: The holiday experience

Associations: Fjords, Northern Lights, Fishing, Intelligent, Linguists – perfect English, high standard of living, clean, Eurovision, Vikings

Holiday knowledge: Nature, Northern Lights, Fjords, expensive, unspoilt nature

Holiday values: Relaxation, invigoration, undiscovered, unspoilt, not well-trodden, different as it is not a common tourist destination for those in UK

Brand image: Fresh, clean, healthy and fit. Sophisticated and refined but friendly and open. An outdoors type e.g. likes fishing, hiking, hunting

“It’s similar to New Zealand, you’ve got great scenery, mountains and wide open spaces” (Younger Males)

Norway has an image of possessing unspoilt and undiscovered nature. Finding Norway before others do is a motivating notion

Sweden: The holiday experience

Associations: Abba, Ikea, good

looking people, cleanliness, high

quality of life

Holiday knowledge: City

(sightseeing, shopping, bars,

restaurants) as well as nature,

expensive

Holiday values: Excitement, learning,

invigorating

Brand image: Sophisticated, stylish,

intelligence, fashion, self-confident

“Sweden is younger (than Norway), very confident and very open and friendly. It’s trendier” (Older Females)

The city break offer in Sweden dominates the nature aspect of the destination. Norway has a stronger ‘nature’ offering

Wales: The holiday experience

Associations: Snowdon, harsh nature, pubs

Holiday knowledge: Mountains, glacial areas, walking, hiking, trekking, climbing

Holiday values: Invigoration, stimulation, challenge, adventure

Brand image: Fit and strong, weathered, not wealthy but not materialistic, genuine, proud, good natured, tatty sweater

“It (Wales) offers the chance of seeing first hand evidence

of a period of time tens of thousands of years ago and seeing the physical impact of the Ice Age on our scenery”

(Younger Males)

Although Wales is not technically abroad, it is a trip for Londoners which competes with Norway emotionally

Iceland: The holiday experience

Associations: Cold, igloos and

Eskimos, little daylight, hot springs,

Bjork, desolate, suicide, alcohol

Holiday knowledge: Mountains,

harsh terrain, City break with hot

springs

Holiday values: Challenge,

conquering nature, invigoration

Brand image: Eccentric, young, wild,

ferral, outdoorsy, tomboy

“Iceland has hot springs…it’s desolate and you can do extreme sports there like

trekking and cross-country skiing” (Younger Females)

Norway’s strength over Iceland is that it can offer extreme nature as well as nature which appeals to the less adventurous

Denmark: The holiday experience

Associations: Pleasant, good humoured, intelligent, affinity with British people

Holiday knowledge: City, pubs, food, sightseeing

Holiday values: weekend break, relaxation, learning, education

Brand Image: Difficult for consumers to distinguish Denmark from other parts of Scandinavia

“You can enjoy pubs, seafood, canals... Its not a destination of choice.

Maybe a weekend break or a cruise” (Older Males)

Grouped together with Sweden as more of a city break. Norway hasstronger nature credentials

Finland: The holiday experience

Associations: Few clear associations• Helsinki, snow, cold, reindeer

Holiday knowledge: City, mountains, crisp, cold, fresh air

Holiday values: friends + relatives, business, stag/hen do

Brand Image: Consumers have a general lack of knowledge about Finland

“I don’t know much about Finland. I know the capital is Helsinki” (Younger Females)

Not perceived as a competitor for Norway. More of a place to go on business, see relatives or go on a stag do / hen party

Norway vs. competitor destinations

Norway is perceived to be a

nature holiday with cities to

visit

Norway has strength in being

slightly unknown less well-

trodden and therefore

undiscovered

Norway has dramatic nature

which can challenge but can

also be enjoyed more leisurely

• Sweden and Denmark are perceived more as a city break with nature

• Sweden and Denmark is not seen to be as unique a holiday experience – well-trodden paths

• Iceland is too extreme for all but the Conquering motivation

• Wales is not a holiday abroad • Finland is not well known

The fact that Oslo has less of an image as a city break than some competitors reinforces its ‘nature’ credentials

Brand Mapping - Country ‘centre of gravity’

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Denmark

Baltic States

Iceland

Wales

NorwaySweden

Norway

Norway

The unique nature will completely revive me. I can take in the unique natural views and experiences whilst breathing the

fresh, clean air. I will feel completely new again.

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Sweden offers city breaks to stimulate the mind but also nature

which can invigorate me. I can shop and eat in the city and

exercise and enjoy the nature

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Sweden

Sweden

Wales offers nature which one can either gain gentle

stimulation from or test oneself against some of the harshest

natural elements in UK.

Wales

n=Nature Holidays

Escape to Self-Discovery

Wales

Release

Achievement Giving

Reassurance

It is a challenge to conquer the harsh natural terrain of the

country. I feel personal achievement in visiting Iceland.

Iceland n=Nature Holidays

Escape to Self-DiscoveryAchievement

Iceland

Release

Giving

Reassurance

The Baltic capitals offer the opportunity to experience modern

history. There are historical buildings, cultural sites and local cuisine to experience. I can come

back and feel enriched. At the same time they are relatively

unknown and provide a challenge if you are to visit them

Baltic States

n=Nature Holidays

Escape to Self-Discovery

Baltic States

Release

Achievement Giving

Reassurance

The country offers city breaks which mentally stimulate. At the same time, the cities are seen as very sociable -

you can enjoy the bars and restaurants (similar to those in the U.K.) of

Copenhagen as well as try the local cuisine and see the sights.

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Denmark

Denmark

Mapping the concepts

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Experiences in nature

Winter with snow

Arctic experience

Local culture and history

Should be over here

could be moved over

here

Concept A

Experiences in natureExplore the diverse Norwegian nature with towering mountains

and open plains, narrow fjords, wild rivers, mountain ponds, lakes, vast forests and varied coastal scenery. Try one or several of the different activities available and explore the possibilities and diversity of the Norwegian scenery. The

Norwegian nature is also the perfect starting point for recreation. Enjoy the calm, relax your body and soul and unwind from your

hectic everyday life. Let nature give you new energy.

Strengths

• Appealing descriptive adjectives for nature e.g. towering, open, vast etc

• Emphasis on variety and diversity

• Unique nature experiences e.g. Fjords

• ‘Explore’ fits with invigoration motivation

• Relaxing, calm, unwind particularly appeal to older females and mothers

• ‘Let nature give you new energy’ is a very appealing statement for all

Weaknesses• Lacks element of enrichment

and sense of improving oneself• Lacks Norway’s USP of

Northern Lights

The strongest and most relevant concept. Concept communicates Norway’s key strengths as well as communicating the opportunity for

self-discovery and the new energy created as a result

Concept AA

Particularly appeals to Conquering segment

Dramatic scenery of Norway is effectively shown in this image. Grabs attention

Particularly appealing for Camaraderie segment

Particularly appealing images for Serenity segment

A very effective image. particularly for for the invigorating segment

Concept AB

Appeals to Exhilaration segment

A very effective image which shows a nature holiday as an escape which revitalises your mind and body

Particularly appeals to older segments

These images appeal more to the Conquering segment. Convey well the dramatic nature of Norwegian scenery

Concept B

Winter with snow: Experience the variety of the Norwegian winter landscape with

cross-country skiing, alpine skiing or activities in the snow without skiis. The activities are adaptable to all levels of skill, and you can explore untouched nature or try prepared tracks.

Strengths

• Untouched nature• Adaptable to all levels of skills

reassures those who are not confident

Weaknesses• This is understood to be a

skiing trip• As such excludes many from

this trip as skiing is perceived to be a sport for the fairly wealthy

• Could be anywhere even more likely to be Alps (Austria, Switzerland etc)

• Felt to be very difficult for Norway to beat competition by focusing on snow and skiing

• Activities without skis is not clear

• No mention of huskies or reindeer

• No mention of ‘Northern Lights’• Difficult for UK consumers to

think of a variety of winter landscapes – they assume just snow

This concept focuses too much on snow activities and as a result does not compete with the Alps (Switzerland, Austria etc)

Concept BAAppealing image as Reindeer are not commonplace in UK so is a unique winter experience

Intriguing image as there is a growing awareness of ice hotels in UK. Feels like it would be a unique holiday experience

Appealing snow experience – very different for people in UK

Conveys a fun snow activity. Appeals to Exhilaration segment Felt it could be showing anywhere in

the world which has snow

Concept BB

Reminds of Swiss Alps or Austria

Appeals to Giving segment due to the pleasure on the child’s face

Appealing image of the Northern Lights. Felt to be a USP for Norway

Felt it could be showing anywhere in the world which has snow

Intriguing image of glaciers. Informs and is a pleasant surprise that Norway has such dramatic natural phenomena

Concept C

Arctic experiencesExperience the contrasts of the arctic nature. In winter you can

experience snow, dramatic weather, northern lights and crisp days with blue lights. In summer, the midnight sun lights up the

summer sky.

Strengths

• Mentions the Northern Lights• Gives the choice of summer or

winter trip• Sense of challenge and danger

which appeals to Conquering motivation

• ‘Midnight sun’ would intrigue if worded better

Weaknesses• Arctic sounds far too cold for

UK consumers • The benefits of nature are not

communicated• The enrichment motivation is

not present – there is no element of learning/culture

• The midnight sun is not fully understood from this description

• The benefits of going in the summer are not fully communicated

• The term ‘blue lights’ does not work in here – people assume it means the sky is blue as usual

• The term ‘dramatic weather’puts off all but the ‘conquering motivationThis concept sounds far too ‘cold’ for the UK consumers seeking an

escape from the British climate. Appeals to the Conquering segment

Concept CAAppealing image for Serenity and Invigorating segments. Felt to show the dramatic Norwegian scenery in an appealing way.

Is not felt to show Norway but could be anywhere

This image is not conveying a clear enough message

Appeals to the Conquering motivation and also Enriching as it is seen as either survival holiday or learning about indigenous culture

Concept CB

Appealing images of the dramatic Norwegian scenery

A striking and appealing image of the spectacular Northern Lights

No clear message is being conveyed through this image

If people are familiar with the Midnight Sun it is understood but otherwise it is understood to be sunset or sunrise and hence not particularly motivating

Appealing image for Enriching segment as they are interested in seeing how the locals live

Whale watching is not felt to be a main reason for travelling to Norway

Concept D

Local culture and history: Experience charming Norwegian villages, sample the local cuisine and learn about local culture and history. The cities in

Norway offer a wide range of cultural appeal, shopping, restaurants, culture and history, all on nature’s doorstep.

Strengths

• All segments want an element of this in their holiday

• The word ‘villages’• Local cuisine intrigues but

Norwegian food is not well-known

• ‘On nature’s doorstep’ makes the nature feel very accessible

• Restaurants and shopping appeals to younger females

Weaknesses• This is understood to be a

cultural trip only • Culture and history is more

readily associated with places like Rome, Athens and the UK

• Overlooks the nature element too much

• No mention of Norway’s perceived USPs i.e. the Northern Lights and the Fjords

• Desire for more of a description of what nature is close by

Focusing on Norway’s culture and history misses Norway’s key strength of nature and makes it difficult to compete with other locations

Concept DA

Image informs as many are not aware that Munch is Norwegian

An appealing image for invigorating segment. Feels like one would be able to connect to nature. Does not fit with culture and history.

Appealing image for Giving segment

This image informs and sparks desire to know more about Norwegian local culture

Felt it could be anywhere –possibly Italy, Greece or French Riviera

Unclear image of food – people unsure what it is and are not familiar enough with Norwegian cuisine to guess

Concept DB

Reminds of Hong Kong/Asia

Knowledge of local culture / dress appeals

Appealing image for Giving segment

This image informs and offers chance to see local way of life appeals

Often not immediately understood

Mapping images

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Mapping images

n=Nature Holidays

Escape to Self-Discovery

Release

Achievement Giving

Reassurance

Mapping images

n=Nature Holidays

Escape to Self-DiscoveryAchievement

Release

Giving

Reassurance

Optimum Offering – Retain invigoration

1. Norway’s USP – physical and mental rejuvenation

2. Physical activities refresh the body and mind

3. Nature waking up the senses, nature giving you fresh energy

Optimum Offering – Invigoration + exhilaration and camaraderie

1. U.K. holiday makers are looking for a more fun, sociable experience from their holidays

2. They want to share experiences with other people and feel uncomfortablebeing alone in nature

3. Looking for social events to talk about their experiences – allows them to relax and develop new friendships

4. Good food and drink helps to lubricate conversation and delivers a sense of fun which allows them to let themselves go

Optimum Offering – Invigoration + exhilaration and camaraderie + Enrichment

1. Enrichment is a key element of self discovery that people are looking for in a holiday with an element of nature

2. People want to improve themselves and become better people as a result of going on holiday – they want their peers to be impressed by their knowledge

3. Learning new things makes them feel young and gives their lives purpose –makes them feel that life (and their life) is extensive and varied

4. Experience or learn about indigenous way of life• Try local cuisine• Understand local history• Learn about local wildlife e.g. animals, fauna

Our curiosity is all yours.Thank you.