Research: Turn Research Into Your Biggest Weapon

Southwest Tourism SummitCrested Butte, Colorado

April 24, 2014

Research As A Weapon

Every business that markets themselves to bring tourists to their door should be using Research to compete for today's

Consumer.

Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.

Ground Rules

Data-Driven Research

Consideration

Intent

Awareness

Decision

Travel

Share

Qualitative

Search, Blogosphere, Social

GA, FBI, Email, Search

Reservations, Leads

Taxes, Surveys

Social

Traditional Qualitative Research

Consideration

Intent

Awareness

Decision

Travel

Share

It’s exploratory and can aid defining what we don’t know

• Focus Groups

• Dyads

• Triads

• Intercepts

• Survey

Defining your product

Quantitative Research

Consideration

Intent

Awareness

Decision

Travel

Share

Tells us what happened

• Big Data

• Clickstream

• Surveys

Budget Defense

Some Markets Respond

Nothing speaks like results

What Happens Without Spending

Or the lack of them

Accountability

Transparency inspires trust

Research As A Weapon

Every business that markets themselves to bring tourists to their door should be using Research to compete for today's

Consumer.

Participants will:1. Learn how to use Research to Justify

Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.

Competitive Landscape

Finding Markets

Finding Markets

Market Trends

Know Your Market

We Know Which One Worked

Others, Well ...

Markets Aren’t Just Cities

Research As A Weapon

Every business that markets themselves to bring tourists to their door should be using Research to compete for today's

Consumer.

Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.

The Weapon:Actionable Feedback

Feeding Research Into Action

Consideration

Intent

Awareness

Decision

Travel

Share

Tie Engagement and Signals of Intent into the Consideration data

Research As A Weapon

Every business that markets themselves to bring tourists to their door should be using Research to compete for today's

Consumer.

Participants will:1. Learn how to use Research to Justify Budgets2. Navigate the Competitive Landscape3. Understand Consumer Behavior.

Thank You

www.slideshare.net/richardaburrell@richardaburrell

www.tourismintelligencegroup.com/indexes