The market research findings can be summarized as follows: Most students were interested in canoeing, kayaking, and dog sledding tours in locations like Algonquin Park and Georgian Bay. The majority preferred beginner and intermediate activities. Summer was the most popular time to participate, followed by spring and fall. Big group deals and student discounts were the most appealing price promotions. An overnight cabin stay and transportation options would incentivize more students to join guided tours.

1. Step 6: Market
Research Findings
GROUP MEMBERS: BENJAMIN LI, JASMINE UNG, JULISA HENRY, MADISON
PRESS, SARA DE RUYTE

2. Key Point #1 – Current Guided Tour Options
8
9
8
6 6
11
0
5
10
15
A B C D E F
Q3: Level of interest (1 least, 5 most
interested) by Tour Location
One
Two
Three
Four
Five
11
8
3
15
5
2
22
0
5
10
15
20
25
Beginner Intermediate Advanced
Q5: Activities by Skill Level
Canoe
Kayak
Dog sled
A. Algonquin park
B. Georgian Bay’s 30,000 islands in Ontario
C. Johnstone Straight and Bowron Lakes
D. Yukon River
E. Nahanni River
F. Sea kayak tours in Belize and Panama
• Each tour had majority votes as most
interested (with the exception to D. Yukon
River).
• Mostly beginners
• Dog Sledding exclusively beginners
Additional fact: students voted hiking and
camping as additional programs (Q7)

3. Key Point #2 – Time of Year to Participate
0
2
4
6
8
10
12
14
16
18
20
Winter Spring Summer Fall
Q4: Which are the most convenient seasons for you
to participate in one of our guided tours?
• Summer had 19 votes
• Spring and Fall tied at 6 votes
• Winter only 1 vote
• Plan for more summer, less
spring/fall and minimal or no
winter tours

4. Key Point #3 – Deal (Price Point)
8
19
7
5
11
9
5
A
B
C
D
E
F
G
0 2 4 6 8 10 12 14 16 18 20
Q10: WHICH OF THE FOLLOWING
PROMOTIONS APPEAL TO YOU?
(CIRCLE ALL THAT APPLY).
A. Big group deals
B. Student ID Discounts
C. 15% birthday discount for a
group of 5+
D. Competitions (e.g., races)
E. Buy one, get one half off for
you and a friend
F. Class trips
G. Graduation trips
Additonal fact: $150-200 for acceptable price range (Q12).

5. Key Point #4: Incentives
82%
18%
Would you like to have an
overnight cabin stay?
YES
NO
17
5
Y E S
NO
WOULD YOU BE MORE LIKELY TO JOIN
OUR GUIDED TOURS IF THERE WAS AN
OPTION FOR TRANSPORTATION TO AND
FROM THE TOUR LOCATION?
• 17 out of 22 students would be more likely to
join guided tours if transportation was an
option
82% would like to have the option for a cabin
stay at different locations