instinct and reason completed a project for the TAS Parks and Wildlife Service involving discrete choice modelling.

The TAS Parks and Wildlife are currently building a world class, multi-day walking experience up to 82 km in length, featuring hut accommodation and boat based experiences. The track will showcase Cape Raoul, Cape Pillar and Cape Hauy as well as the stunning natural features and scenery of the Tasman Peninsula, including Australia’s highest sea cliffs and ocean views.

The overall purpose of the research was to gain a deeper understanding of the basis upon which people will buy the Three Capes Walk and how the product can be optimised to maximise interest.

Two separate choice models were used – one which looked at the higher level drivers of active consideration and another which looked in detail at the two main cost drivers to understand the difference between consideration and actually going.

For more information on the Three Capes Walk, please visit

To learn more about this study or on how choice modelling can help your business, please contact us!

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