The document discusses how research can be used as a weapon to compete for today's consumers in the tourism industry. It explains that participants at the Southwest Tourism Summit will learn how to use research to justify budgets, navigate the competitive landscape, and understand consumer behavior. Both traditional qualitative research methods like focus groups and quantitative research methods like surveys and big data are important weapons. Research provides actionable feedback that allows businesses to understand markets, trends, and which of their own marketing efforts are most effective. It emphasizes using research to inform action and engagement.

1. Research: Turn Research Into
Your Biggest Weapon
Southwest Tourism Summit
Crested Butte, Colorado
April 24, 2014

2. 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 Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.

3. Ground Rules

4. Data-Driven Research
Consideration
Intent
Awareness
Decision
Travel
Share
Qualitative
Search, Blogosphere, Social
GA, FBI, Email, Search
Reservations, Leads
Taxes, Surveys
Social

5. 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

6. Quantitative Research
Consideration
Intent
Awareness
Decision
Travel
Share
Tells us what happened
• Big Data
• Clickstream
• Surveys

7. Budget Defense

8. Some Markets Respond
Nothing
speaks like
results

9. What Happens Without Spending
Or the lack of
them

10. Accountability
Transparency inspires trust

11. 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 Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.

12. Competitive Landscape

13. Finding Markets

14. Finding Markets

15. Market Trends

16. Know Your Market

17. We Know Which One Worked

18. Others, Well ...

19. Markets Aren’t Just Cities

20. 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 Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.

21. The Weapon:
Actionable Feedback

22. Feeding Research Into Action
Consideration
Intent
Awareness
Decision
Travel
Share
Tie Engagement and
Signals of Intent into
the Consideration data

23. 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 Budgets
2. Navigate the Competitive Landscape
3. Understand Consumer Behavior.

24. Thank You
www.slideshare.net/richardaburrell
@richardaburrell
www.tourismintelligencegroup.com/indexes