Tuesday, October 2, 2012

Apart from very large and consolidated markets, where rating agencies perform their best, all other market size analysis must refer to comparable data. An expression of intention on the touch points for the acquisition of this service or of a comparable, would be a reasonable indicator.
The information collected at this touch point refers to the available information/recommendation and to the willingness to acquire by the potential customer.
The decision is done by strong impulse, on a most well known situation by the marinas where the operators have a sales stool/stand and a promoter urges the customer to take the boat that is leaving, or by a softer approach where stand ups are used on the many souvenir kiosks around the city down town; this last example in very heavy traffic areas can be used with a promoter.
In all cases a previous qualification of traffic in terms of willingness to acquire the service is mandatory. In Lisbon, there are areas of intense traffic that apparently do relate to the profile of our customers, whereas others apparently relate little. Examples of the first are Baixa, Belém and the touristic buses hub of Marquês de Pombal, and of the latter is the sub way, or the other commercial shopping areas/malls.
Moving a bit upper on the ‘rational scale’ for acquiring the service, we may find that advisors are a strong element in the mechanism of the decision to schedule a certain service into leisure time, despite the fact that there is a larger lapse of time between advising and acquiring the service. In this case, the possibility of the advisor to book the service is important. This is illustrated by customers asking the concierge of the hotel for a desired program or checking the local guides in the form of booklets, leaflets or the internet.
A survey could be arranged for the three identified acquisition touch points: the hotel concierge, the souvenir kiosk and the best marina location.

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