Consumer Research

Gain a rich understanding of consumers and target audiences to identify opportunities and stay ahead of the competition.

Why is Consumer Research important?

Due to COVID-19, there has never been a more important time to understand how consumer behavior and sentiment is shifting.

Short- & long-term decisions
Measuring current sentiments and behavioral changes can help you navigate the current market climate.

Don’t expect it to pass
Brands should understand if and how behaviors and sentiments are shifting over this time in order to adapt and respond, rather than waiting for the crisis to pass.

Some habits formed will last
Consumer behaviors are changing at an unprecedented rate and for many, these are likely to stay in place long after it’s over.

Understanding delivers solutions
It’s vital you’re able to understand what’s happening, so you can quickly respond to changes to come out stronger.

Consumers happy to give feedback
86% of consumers in the U.S. and 87% in the U.K. feel it’s appropriate for companies to conduct research currently.*

*Source: https://www.qualtrics.com/blog/market-research-during-coronavirus/

What challenges can our Consumer Research help you overcome?

How do we help you understand consumer behavior?

We do this using qualitative and quantitative research, both of which facilitate informed decisions.

Quantitative research identifies trends, behaviors, patterns in a statistically robust fashion. Qualitative research is more exploratory, identifies underlying motivations and provides depth and color.

Methods:

Consumer / Market Surveys
Focus Groups
Online Forums
Depth Interviews
Telephone Interviews
Desk Research

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Outputs from our customized research provide direction and facilitate evidence-based decision-making. Read the case studies below to understand how consumer research helped our clients.

Case Studies

Caption
National Trust for Scotland and the “Lidl Book of Big Adventures”

Nashville CVC — Caption
Nashville Convention & Visitors Corp: Learning to fly: Understanding a key market to maximize growth

Sustrans Scotland Case Study — Caption
Sustrans Scotland - Wheels in motion: Evaluating leisure cyclists

RVshare case study — Caption
RVshare: Delivering effective PR through client research

Resources

COVID-19 Visitor Experience Survey — Caption
COVID-Safe Visitor Experience Survey

Tourism & Travel in a New COVID-19 World — Caption
Travel & Tourism in a New Covid-19 World Report

Tourism After Lockdown - In the next two years — Caption
Tourism After Lockdown: Taking the Pulse of Travel

Accommodation Preferences - Thinking about your attitudes before COVID-10 to how you feel now, how interested are you in the following types of accomodation? — Caption
Tourism After Lockdown: Accommodation Preferences

Tourism after Lockdown - Since the start of July 2020 have you — Caption
Tourism After Lockdown: How COVID is reshaping attraction experiences

How does Consumer Research fit with existing data sources you may already have?

Market research compliments and adds the ‘why’ and ‘how’ behind trends identified in other data as well as allowing us to ask about future behavior.

We had an overwhelmingly positive experience working with the STR team. Successful execution of our project required a nuanced understanding of a novel product, and STR dug into the details to create and execute a body of research that provided crucial insights. At every step, they balanced creativity with industry expertise, resulting in best-in-class data quality.

Kimberly Roberts, Business Strategy, Airbnb

The Lidl Book of Big Adventures research undertaken by STR provided strong guidance for our creative team to optimize the book's content to achieve the aims of the partnership. Both the NTS and Lidl were able to draw important insights from the analysis and were extremely happy with the quick turnaround and close working relationship in developing and executing the research plan.

Michael Bauld, Insights Manager, National Trust for Scotland

Thank you again for a great partnership. I am very happy with the results of this research. The outputs have helped us to broaden our understanding of our market and consumer needs as well as providing great PR material and content for our industry leading commentary.