Market research underpins all the most important decisions tourism destinations and businesses need to make on a day-to-day basis. We specialise in giving clients the answers they need from sound primary research backed up by over two decades of experience in the tourism sector. Acorn Tourism stands out from most other research firms because we specialise in tourism, and therefore can offer unparalleled insight and understanding from our research solutions.
We maintain and update vast databases of research in the tourism sector that includes niche market profiles (such as adventure tourism, cycling tourism, scuba diving, walking and hiking, etc), destination profiles from both an inbound and outbound perspective, and international and domestic tourist movements. We can therefore rapidly and astutely profile markets, spot trends and advise on strategic planning, product development, and branding and marketing. Over the last 20 years we have been writing tourism market reports for Mintel, CBI the Netherlands Enteprise Centre, and other clients seeking to keep ahead of changes and developments in the sector.
Technically speaking our primary research can be split into qualitative and quantitative research, and we can advise on the best approach depending on your research requirements. Qualitative research provides an understanding of underlying reasons, opinions, and motivations, and usually provides insights into the problem or helps to develop ideas for quantitative research. Within tourism, qualitative research most commonly focusses on visitor characteristics and trip profiles, and is typically approached through face-to-face and online surveys.
Face-to-Face Surveys
Understanding travellers and residents in a destination, who they are, what they do, what they think, how much they spend, how they behave, and so much more, can only be achieved by intercepting them at appropriate places and asking questions. This form of research is decades old but remains as important today as it ever was, as it allows trained interviewers to ask questions, probe to get the answers required, and reduce incidence of skipping and misunderstanding questions.
We have over 20 years' experience of designing questionnaires, identifying appropriate and economical sample sizes, finding interview locations, and analysing responses so they are presented in a meaningful way that allows clients to take appropriate actions based on the findings.
Online Surveys
Face-to-face surveys are not always possible, desirable, or even affordable. Online surveys are often a useful, sometimes better, alternative. Online surveys can be driven from panels, email lists or website links, depending on the research situation. We have access to vast consumer panels worldwide which allow clients to reach very specific types of consumer, that can be defined by demographics, travel habits, lifestyle choices and much more. Alternatively we can programme online surveys that can be distributed through email lists or website links, and can be a cost-effective way of reaching consumers.
Focus Groups
Qualitative research is used to gain a better understanding of underlying reasons, opinions and motivations of consumers or businesses, and typically provides insight into a problem or helps develop ideas that can be explored further with quantitative research. Focus groups are most commonly used for this type of research. We run these groups in person or online, depending on the level of interaction required between participants, the activities required of them, their geographical spread and client budget. Bulletin Boards are another methodology we frequently use, which are a creative and interactive way of gleaning the best insights to research questions.
Business and Stakeholder Consultations
For many research problems, talking to businesses and stakeholders is the best solution. We manage databases of tour operators, national and local tourism authorities, accommodation and attractions which we use for telephone and email consultations and questionnaires.
Of course primary research is not always necessary. Many clients ask us to undertake research drawing on our inhouse databases, expert knowledge and secondary research. Our in-house research team specialise in the production of research reports from small snapshot studies through to in-depth reports on tourism markets, segments, trends, forecasts, and insight.
