Who would work this hard on vacation

1
russell davies Good opening question. Makes me
think.
Who would work this hard on vacation?
With a luxury of time, money and technology,
jaded adventurers today are on the look out for
the newest and most extreme challenge. The
appeal of space is undeniable.
2
russell davies Yup. Buying this. But
But space is also an extreme that invites a
different kind of adventurer.
3
russell davies Youve just spend three of your
five charts on analysing the audience, which is
OK, but seems slightly redundant in this case,
Its not like were segmenting a huge audience
with lots of choices. The audience is people who
want to go to space and who can afford it. They
probably have tons of different motivations, but
you cant afford to exclude many of them if they
dont fit your matrix.
Action
Personal Triumph
Personal Enlightenment
Reflection
An adventurer views space as something to conquer
another notch to put in his belt. An
adventurer climbs the mountain because it is
there. An adventurer relishes in the difficulty
of the trip because he believes that he will
persevere.
A quester views space as something to learn from
a chance to gain a greater perspective on his
life and on all of humanity. A quester climbs
the mountain for the better view. A quester
accepts the difficulty of the trip because
adversity itself is a great teacher.
russell davies Why is it always he?
4
I am now out in the universe. I'm in a position
to see nature from another point of view, to be
outside the earth and see the big picture.Story
Musgrave
russell davies Excellent. A spokesperson. Good
idea. Dimensionalises things well.
A poet, a philosopher, a scientist and an
astronaut, Story Musgrave is the chosen spokes
person for
5
russell davies Too much. You spent too much
time segmenting your audience, didnt leave you
space to do anything else. Good thinking in here
but you need to prioritise your thinking better.
Audience analysis was not the key thing here.
Communications
For general buzz about Space Quest and to promote
the more widely affordable Simulated Space Quest
Option
Targeted Communication to promote the Full Space
Quest