By Andy Butler, Client Manager, TLF Research
In November 2016, Neuromarketing specialists Mindlab International commissioned TLF to understand what makes experiences special for their client Thomson Holidays. Using the TLF Panel, we surveyed 2000 individuals to try to understand exactly what creates a positive experience and how much each factor influences how memorable the experience is.
Christmas is a time when childhood and family memories are made, but a recent experiment by Mindlab International and Thomson has discovered that there are other key elements that turn a moment into a memory. The results formed the basis of a mathematical formula describing the perfect circumstances to create a memory as Thomson launches their ultimate ‘moments’ campaign.
The study shows that Brits are a sentimental bunch, identifying family (70%) as the predominant influence for their memories, proving that good company is the difference between a memorable moment and a forgettable one. Summer time also came out overwhelmingly as the most significant time of year (45%) for the under 35s compared with autumn for the older generations. Holidays were chosen the most as the significant occasion that was memorable.
Family proved important for men and women, with women valuing family as an important part of their memories at 75% – 11% more than men. The significance of family in our memories steadily increases as we get older, the study showed 72% of memories for the over 55s were with family, while younger generations have fonder memories of time spent with friends. Millennials have the most memories abroad compared to the older generations who tend to have more memories at home.
Brummies prove the most family orientated as they have 13% more memories with family than the UK average with 11% having fond memories in their own homes. Whilst people from London and Manchester have identified more memories away from home, people from Sheffield and Cardiff were more likely to recall memories relating to senses and nature.
Surprisingly senses such as sight, sound and smell are seen as having less of an impact on the memorability of a moment, instead focus is on more sentimental factors like the occasion and the company. The most common words used by people in the study were often associated with ‘doing something’ for the first time but there was common reference to holidays and family over other topics.
Psychologist and founder of Mindlab, Dr David Lewis commented: “It is clear from our study that people value time spent with their family and remember these moments over others. The difference between memories with and without people is striking. Specific occasions, holidays in particular, also play a strong role in creating memories. This was the second most defining factor after the people we spend moments with. Vivid memories are also strongly linked with the act of doing something for the first time; events such as passing a driving test and marriage are strongly linked to powerful memories.”
Jeremy Ellis, Marketing and Customer Experience Director for Thomson, said: “We believe spending time with loved ones is incredibly important and as the leading UK holiday company we want to give people amazing experiences when they’re on holiday, as it’s the moment when time stands still and memories that last a lifetime are made.”
Thomson’s ultimate advertising campaign, ahead of rebranding later next year to TUI, signifies the importance of enjoying those important holiday moments with your loved ones. The new ad aired on 16th December and shows a little girl’s heartfelt journey from beach to pool with classic holiday ‘moments’ frozen around her, before finally jumping into her father’s arms at the end.