There are a lot of good things happening these days, but sometimes we just don’t know where to look when there is so much noise. As marketers, we have to process vast amounts of data and sometimes dig deep into the data at a granular level to reveal insights and patterns that are actionable. For instance, we have all been preaching for weeks that road trips will lead the recovery, consumers are preferring outdoor activities, etc.
But by digging into the data each week, we can sometimes identify key moments which allow us to better understand while consumers want to learn something, do something, discover something, watch something, or buy something. In the accompanying chart, we can see how the perception of travel safety compares between the affluent (HHI $100k+) traveler against the less affluent (HHI<$100k) traveler. By identifying these intent-rich moments and where preferences are being shaped, we are going to be able to better understand the path to recovery.