Sail Training International wanted to understand the market of young people it could engage in sail training, and to find out what sets those who take up the opportunity apart from young people in general. Turquoise’s research gave the charity an evidence-based profile of the young people most likely to take part.
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The research was valuable in helping us evaluate how we market ourselves, whilst shining a spotlight on areas for improvement. The findings sparked much conversation, which was fantastic.
Samantha Leonard, Head of Marketing
We ran a large-scale online survey of young people in the UK aged 16 to 25, exploring their attitudes to activity holidays and to sail training in particular.
Alongside it, a parallel survey went to past trainees through Sail Training International’s partner ports and vessel owners, and a third went to parents of young people in the target demographic, to support and inform strategies based on multiple points of engagement. The questionnaires were closely matched, so the results could be compared directly.
Comparing past trainees with the wider youth population showed the characteristics that set apart the young people most likely to take up sail training.
Comparing parents with the youth population highlighted an important entry point for potential participants via their parents, as well as illustrating the characteristics that define the young people most likely to participate in the Tall Ships Races.
The charity now has an evidence-based profile to sharpen how it targets and recruits future trainees from the wider youth market.
Our unique approach
Whether we are helping organisations like Sail Training International understand and predict human behaviour, driving smarter data-driven strategy, or driving organisational change, our unique model helps deliver scientifically superior results.
Know what individuals think, better than they know themselves. Our model uniquely unearths subconscious psychological factors that influence feelings and behaviours.
Our model validates deeper methodological and contextual factors behind the data, not just the data itself, which helps uncover truly relevant insight while minimising noise.
Our unique model allows organisations to accurately predict industry and human behaviour, helping to power genuinely forward-thinking strategy and decision making.
At Turquoise, our team of expert market research analysts are on-hand to conduct the fieldwork, interpret raw data, gain meaningful insights and provide actionable guidance to help your business thrive. Get in touch today and let's talk.
