Survey Development

Survey Objectives:

• What do they enjoy?
  
• What do you 'let go' when you are there?
  
• How did you find out about Mendocino?
  
• Before + After thoughts?
  
• When would they go?
  
• Why wouldn't they go?
  
• What do they know?
  
• What don't they know?
  
• First Impressions?
• Wrong Impressions?
  
• How far do they come from?
  
• Who would they go with?
  
• Lifestyle Questions
• Explore the 72 hour factor.
  
• To see what drives people to visit the competition (Sonoma, Napa, Monterrey)

Insights Survey

Profiling the Subject:

The following are a list of words: Swimming, Wine, Coastal Roads, Hiking, Drive, Summer, Fall, Winter, Spring, Bed & Breakfast, Redwood, Vineyard, Greenery, Forest and Nature. List the association, the concept it suggest or even a random fact that has to do with the subject “Mendocino”.

Example with Wimbledon as a subject:-

Tennis: The Best Tennis is at Wimbledon

Green: The court at Wimbledon is green

The Elderly: Some of the Spectators at Wimbledon are Elderly

Tennis Racquets: Only the best racquets are played at Wimbledon.

Scenario Associations:

Imagine Napa is throwing a party. How would you describe Napa organizing the party? (i.e. Evite? Invitation Cards? Catering? Self-cook? Fancy? Simple?) Who are the people that Napa is going to invite? What happens at Napa’s party? Finally, would you be invited and would you go?

Sonoma has recently passed away. Write an obituary for Sonoma. Who was Sonoma as person? Who are Sonoma’s close friends? How did Sonoma die? Who would miss Sonoma the most? Were you a close friend of Sonoma? Would you attend the funeral?

Imagine you are on a first date with Monterrey. Where would you take him/her? What would you do on the date? How would Monterrey describe herself/himself? What kind of a person do you think Monterrey is? Would you go on a second date with Monterrey?

Target Survey

A bit about you:

Favorite color:

What do you do in your spare time?

What do you do or go on a Saturday afternoon?

What car do you drive?

What is your idea of a holiday?

Do you read Travel magazines?

If yes, what travel magazines do you read?

About Mendocino (for those who have visited):

How did you hear about Mendocino?

Why did you travel to Mendocino?

How was your experience at Mendocino?

What’s attractive about Mendocino?

Describe the personality of a person who goes to Mendocino?

What is the first thing you think about when you heard Mendocino?

What are your favorite things to do when you go to Mendocino?

Are you at all put off by the long drive?

What was the best part of Mendocino (and you can only suggest 1 thing)?

About Mendocino (for those who haven’t visited it)

Have you heard about Mendocino?

Would you go to Mendocino?

What do you know about Mendocino?

Describe the personality of a person who goes to Mendocino?

What is the first thing you think about when you heard Mendocino?

What other holiday spots have you visited in Northern California?