The Challenge
Road Scholar, a leader in lifelong learning through travel, wanted to strengthen its connection with multicultural audiences. The work focused on understanding travelers’ experiences and what would help the organization communicate in ways that felt relevant, welcoming and authentic.
The Approach
Road Scholar partnered with Share More Stories to listen deeply to travelers through SEEQ. Personal stories gave us a richer understanding of what people valued in their travel experiences and the practical and emotional considerations that shaped their choices.
We combined story-based research with AI-powered analytics and human interpretation, exploring both shared themes and differences across those experiences.
What We Learned
The stories revealed shared aspirations alongside differences in how people experienced travel. Learning, personal growth and connection mattered, together with the confidence and sense of belonging that can make an experience feel right for someone.
Understanding those experiences helped connect Road Scholar’s mission with the perspectives of the people it wanted to reach, bringing greater depth to how the team thought about relevance and connection.
From Insight to Communication
We brought those perspectives into collaborative work with the Road Scholar team, helping refine its messaging and communications approach. The work translated customer stories into clearer ways to connect with multicultural audiences, grounded in participants’ experiences and Road Scholar’s mission.
Client Perspective
Chris Heppner, Vice President of Communications“Working with Share More Stories was invaluable for Road Scholar. Their research provided us with nuanced insights, helping us refine our messaging to genuinely connect with multicultural audiences. Their team’s expertise and dedication to understanding our needs and our participants’ experiences made a significant impact on our communication approach.”
Road Scholar