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<p><strong>National Auto Club </strong><br />
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Beresford Research client, PhoCusWright Inc., was hired by a national auto club to rebrand and improve their travel offerings. Beresford Research developed a two-phase research plan to determine awareness and competitiveness of the club’s offerings, as well as assess the overall quality of the club’s multiple travel sites.<br />
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Phase one consisted of two Web-based surveys, the first with adult travelers and the second with an audience of visitors to the club’s Web site. Phase two involved conducting Web site evaluations of the club’s regional travel Web sites, as well as competitive sites, using a usability assessment tool created by Beresford Research.<br />
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<p>Extensive analysis of the multiple survey results, including factor and cluster analysis to create user segments, enabled the auto club to focus on their core competency of rich proprietary travel information, and partner with a travel engine to provide more robust travel offerings.</p>
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