With a business goal of expanding the pool of hosts to meet growing demand, our client (an online marketplace for hosting and booking vacation rentals) needed to gain a thorough understanding of the journey to hosting, determine how to best attract new hosts, and size the opportunity.

To answer these questions, CMB conducted a multi-phased study that began with a series of qualitative multimedia activities, paired with follow-up interviews – serving to frame and inform a quant survey. The application of advanced analytic techniques (TURF Analysis, in this case) enriched findings with valuable predictive information.

CMB’s reporting included mapping the path to hosting, detailed profiling of prospects, and delivering a user-friendly Sizing & Profiling Tool. This vital research provided the critical findings that our client has used as a basis for attracting and engaging new hosts, supporting a larger growth strategy.