How do you research millennials visiting Las Vegas for a weekend?

How do you research people who are actively on vacation?
In one of the most vibrant and disorienting markets on earth?

Understanding a person's choices on vacation is a challenging exercise. Poor recollection can be a barrier. As can selective reporting. And omission.

The only way to effectively understand the behaviours and decisions around one's vacation weekend was to specifically design a four-part methodology that worked to understand this in real time.

This consumer research was awarded best qualitative research project by the MRIA.

Here's a brief overview.

#qualitative #marketresearch #researchdesign