IER Pty Ltd

RECENT PROJECTS / The Royal National Agricultural and Industrial Association of Queensland

The Royal National Agricultural and Industrial Association of Queensland - Ekka

EKKA

IER has partnered with the RNA over the past 3 years to research both customers and non-customers of Ekka in terms of their motivations and barriers to attendance, satisfaction of the product offering and a range of perceptions about the event. This research led to a detailed study identifying key target markets through geo-demographic segmentation – Geo-tribes.

This enabled IER and the RNA to select key segments that had strong appeal with the Ekka product offering. IER then conducted focus groups of the users and non-users of these segments to assist with product and program development and to provide insights into key aspects of the external environment surrounding the event.

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