Singapore Tourism Board (STB) has launched a tender looking to appoint a research agency to conduct qualitative consumer research with its target audiences in Malaysia.
According to a spokesperson from STB, the tourism body adopts a consumer-centric marketing approach. “Consumer insights serve as the foundation on which to then tailor its tourism offerings and marketing messages to resonate with our intended target audience,” she said.
The spokesperson added that Malaysia is one of STB’s top five source markets in terms of both Tourism Receipts (TR) and Visitor Arrivals (VA), "hence it is important to our marketing and research efforts".
The appointed agency is expected to assist STB in conducting focus group discussions (FGDs) in Malaysia to help it further understand the needs and preferences of the target audience.
The research agency will also be tasked to recruit the FGD respondents based on a set of criteria listed by STB, prepare a discussion guide and moderate the various FGDs. It will also analyse and report the findings based on the discussions.
It has also conducted similar studies in other markets such as Indonesia, India, Japan, China, Australia, Thailand and Vietnam in recent years.