Often, research needs to be a mixture of qualitative and quantitative data. Using both types of input allows for the most holistic possible view of a client’s goals and how to achieve them most strategically. For Sky Ranch this meant an ethnographic study of their camper families combined with a thorough review of their database compared to available mapping data of their primary audience area.

The impetus for the research was a need to better target their two primary means of marketing — direct mail, and “home shows” with camper families that host evenings for possible camper families. The qualitative research was designed to uncover the triggers that prompt families to trust their children to Sky Ranch summer camps each year, and what information they most need to provide emotional comfort. The quantitative data mining was formulated to help us pinpoint neighborhoods within Dallas/Fort Worth zip codes that have consistently been camper families.

From the ethnographic focus groups we developed a clear picture of the camper moms — they were the driving decision-making force most often. This allowed us to develop communications that provided a sense of security for them as well as fun for their children. The communications were more effectively delivered to the target zip codes, and helped for better attendance and enthusiasm at the home parties.