check
Understanding blog appeal
Two different blog posts were compared by 5 women in a quick and easy 30 min conversation. Which travel blog inspired the most to go to Switzerland and why?
Reviewing the blogs as preparation
The 5 women reviewed two different blogposts on lay-out and content by filling in the 2-minute survey. The input that was given allowed Veronique to dive deeper during the session by using questions such as: To what extent do the blog posts appeal to you? What qualities do you like to see in a blogger? Would such a blog post inspire you?
The flow of the session
After a quick round of introductions, Veronique started with the real work. Asking similar questions as in the 2-min survey gave Veronique the space to find out the rationale behind the answers. Panel members gave their unvarnished opinions and complemented each other along the conversation. The power of dialogue!
What became clear is that the blogger's personality is important as readers want to be able to identify with the person. There is no "one size fits all" - different target groups are addressed by different profiles. Be conscious of the writing style, enthusiasm, personal click, reliability and quality of photos because those are the factors that help to build a personal connection with the reader.
3 ways to do better
- Build credibility around the blogger: Explain more about what her job is and why it is her expertise to give you those tips.
- Align the blogger with the purpose of the blog: Use locals for cultural expertise and longer trips. Use travel experts to present the highlights.
- Make it feel personal: The greater the personal click, the more they will follow the blog
5hellos provided the recording and a complete and extensive report to the tourism board afterwards, including: key takeaways, action points and bonus ideas that popped up along the way.
Qualitative research taken care of from start to finish for an affordable price. Does this sound like music to your ears? Request a demo.