Q: Has DGiT changed?
Yes, the data that sits behind DGiT has been completely refreshed. There are also several changes to the DGiT tool itself. We’ve doubled the number of activities, so users can get a much more detailed understanding of what people are interested in. We’ve also included the price range people are willing to pay for each activity and for accommodation in general. There is more information about how people decide where to go and what to do, whether they decide on the destination or the activity first.
The ‘regional knowledge’ tab in DGiT shows the top four or five activities people associate with each region. If you want to look at the regional associations in more depth, there is a table available.
There are some additional changes coming to the DGiT website in the next week: the segments will be updated and the instructional video will also be updated.
Q: What’s the best way to use DGiT?
Start by thinking about a question you want to answer. For example, ‘how big is the market for my product or service?’, or ‘what sort of activities should we promote to draw people to our region?’, or ‘how should we price our activities?’.
Once you’ve got your question, the next step is to set the filters in a way to answer your question. For example, for the first question above (‘how big is the market for my product or service?’) you might set two filters – the region your product or service is based in using ‘Target Destination’ and the type of product or service it is using either ‘Activity’ (if it is an activity) or ‘Preferred Accommodation’ (if it is accommodation).
After you’ve answered your initial question – you can either add more filters to refine the answer or you can run a different query to answer a different question.
Q: Why do I sometimes get results which are counter-intuitive?
This is best answered through an example. If you select ‘Wellington’ as the ‘Target Destination’, you’ll see that the fifth most preferred activity of these people is ‘bathing in hot pools’. This doesn’t necessarily mean people want to bath in hot pools in Wellington. Instead, it means that the sort of people interested in going to Wellington are also interested in bathing in hot pools (but not necessarily in Wellington).
The reason these seemingly counter-intuitive findings come up is to do with how we asked people the questions. When we asked people about their holiday preferences we allowed them to select multiple activities, multiple destinations, multiple accommodation types, and multiple times of year to travel. For example, they could have said for a short break without children they’re interested in: skiing, cycle trails, and beaches and they’re interested in going to Central Otago, Rotorua, the Coromandel, and Queenstown. We didn’t ask them to associate the activities they’re interested in with particular regions because we didn’t want to limit people to want they already know about a region. Instead, this approach allows operators and the regions to identify new opportunities in their regions.
The best way to deal with a result which is counter-intuitive isn’t to ignore it and move on to the next finding. Think to yourself, ‘can this be an opportunity for my business or region?’. For example, if people going to Wellington like hot pools so much, then is there an opportunity to promote spa experiences as a hot pool alternative? If you can’t think of an opportunity from the counter-intuitive result then just move onto the next finding.
Q: How does the ‘Time of year’ filter work?
This allows you to select people who are willing or wanting to travel at particular times of the year. If, for example, you select ‘Winter (outside of school holidays)’ you will exclude all people who aren’t wanting to travel during winter. Selecting ‘Winter (outside of school holidays)’, however, does not mean you are selecting people who just want to travel in winter – the majority of these people also want to travel during other times of the year and their activity preferences will reflect their total year interests.
Q: I’ve run a search and some or all of the charts are blank, what does this mean?
It means that the sample sizes are too small to show reliable results for some or all of the results. If this happens the best thing to do is to remove or expand some of the filters and try re-running it.
Q: Are the demographics in the ‘Demographic target’ filter those of the decision maker, planner or the traveller?
They are the demographics of the adult (18 years and over) traveller.
Q: What are the ‘Reason for travel (motivations)’?
People have underlying motivations for travelling, they might want to escape their daily stresses, they might want a little romance with their partner, or they might want to treat themselves. People can have more than one motivation for a holiday, for example they can want to escape their daily stresses by exploring the outdoors.
You should only use this filter if you have already defined exactly what motivation your product, service, or region is appealing to.
The motivations also appear in the ‘key messages’ chart (in the ‘How do we reach them?’ page). These key messages tell you the motivations for your target market and give you clues about how best to position your product or service.
Q: Why don’t the results add to 100%?
We allowed people to provide multiple answers to each question, for example, people could name up to three barriers to travel. These multiple responses mean the results for many questions add to more than 100%.
Q: What do I do if I don’t understand the results?
TBD January 2021
Q: What is the relationship between the segments on the DGiT website to DGiT?
The segments are intended to give people a feel for the different types of domestic leisure traveller in New Zealand. While the segments are based on the same data as DGiT, the segments are not included in DGiT.
Q: What can DGiT tell me about business travel?
Unfortunately, nothing. DGiT is solely focused on domestic leisure travel – both overnight and day trip leisure travel.
Q: What is the relationship between the filters?
The relationship between the different filters is an ‘and’ relationship. For example, if you select ‘female 65+’ as well as ‘short break (1-3 nights away) without children’ – you’re asking DGiT about females 65+ taking a short break away without children (i.e., ‘females 65+’ AND ‘short break away’).
The relationship within a filter is an ‘or’ relationship. For example, if you select ‘female 50-64’ as well as ‘female 65+’ you’re asking DGiT about females 50 and over (i.e., ‘females 50-64’ OR ‘females 65+’.
Q. What are the DGiT results based on?
A: Colmar Brunton surveyed 5,901 New Zealanders, targeting the leisure market. All the interviewing was conducted in September and October 2020. The sample was structured to be representative of the New Zealand population by age, gender and region.
Q. How often will the insight be updated?
Our view is that the insight should remain current for three years and then be updated.
Q. Who is responsible for the Tool and its refresh?
The Domestic Growth Insight Tool (DGiT) site was established by the Activating Domestic Tourism Working Group (spearheaded by Tourism Industry Aotearoa) in 2016 and purchased by Tourism New Zealand in 2020 with the research informing the data that sits behind the tool subsequently updated.
Q. Can I get a copy of the data and/or the questionnaire?
Yes, contact details TBD January 2021
Q. What do I do if I have any queries on DGiT?
TBD January 2021