Screenfire Sr. Brand Strategist Jen Chap led a team that conducted a baseline primary quantitative/qualitative study to determine attributes that were most important to to vacation ownership guests. Learnings were mapped to existing guest satisfaction data to develop a highly actionable gap analysis. Findings resulted in a strategic method for the client to focus resources where importance was high and performance showed opportunity for incremental improvement. Video clips of guest interviews helped to bring quantitative findings to life—letting the guests’ voices be heard. (In association with StrataVerve, J. Chap, Co-Founder.)
