TARGET AUDIENCE STUDY

of Russian glamping

TARGET AUDIENCE STUDY
of Russian glamping
TARGET AUDIENCE STUDY
of Russian glamping
Before creating the concept and starting the construction of the new glamping, the client asked us to do the research on the target audience. It was important for him to understand: who stays at glampings in Russia? What is the character and life values of these people? How often do they travel, what are their hobbies? What leisure activities do they prefer?
We conducted a series of in-depth interviews and came to conclusions, some of which we are happy to share with you.
AUDIENCE CHARACTERISTICS
Men and women, 25-44 years old, the core is 30-40 years old.
Residents of Moscow and other major cities.
Entrepreneurs, top managers, executives, representatives of IT and creative professions.
Average monthly income: 150,000+ ₽.
Travel 3-5 times a year: short trips of 2-3 days and longer trips.
NATURE AS A SOURCE
OF ENERGY
AND INSPIRATION
NATURE AS A SOURCE
OF ENERGY
AND INSPIRATION
MAIN SEGMENTS
Families with children of 10 years and older.
Young couples between the ages of 25 and 35.
Groups of friends between the ages of 25 and 35.
CHARACTERISTICS OF THE MAIN MEMBERS OF THE AUDIENCE
Active and inquisitive.
Not subject to stereotypes.
The most important thing is new discoveries and impressions.
They dream to get out of routine, change the scenery and be closer to nature.
AUDIENCE VALUES
Enjoyment of life
and comfort
Freedom of action
and choice
Friendliness, respect, sincerity
Honesty
and openness
AUDIENCE VALUES
Enjoyment of life
and comfort
Freedom of action
and choice
Friendliness, respect,
sincerity
Honesty
and openness
Based on the collected data we have developed recommendations for customer glamping, service and tour products. For this purpose we described possible problems in detail and proposed solutions that in practice will help the business to choose the best direction for successful development.
Based on the collected data we have developed recommendations for customer glamping, service and tour products. For this purpose we described possible problems in detail and proposed solutions that in practice will help the business to choose the best direction for successful development.
Based on the collected data we have developed recommendations for customer glamping, service and tour products. For this purpose we described possible problems in detail and proposed solutions that in practice will help the business to choose the best direction for successful development.
PROJECT TEAM
Mikhail Butorin
Product Manager

Daria Motakova
Project Manager
Kristina Balashova
Marketer

Natalia Kalashnikova
Designer
Tatiana Denisova
Editor
Mikhail Butorin
Product Manager

Daria Motakova
Project Manager

Kristina Balashova
Marketer

Natalia Kalashnikova
Designer

Tatiana Denisova
Editor
Mikhail Butorin
Product Manager

Daria Motakova
Project Manager

Kristina Balashova
Marketer

Natalia Kalashnikova
Designer

Tatiana Denisova
Editor
CONTACTS
Georgia (to be announced)
Israel (to be announced)
OTHER PROJECTS
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