The Tourism Consumer Insights team, formerly LJ Research, is a full-service tourism market research team of STR – the leading provider of data and analytics for the global hospitality industry.

Based in Edinburgh, Scotland and serving clients across the globe we undertake quantitative and qualitative market research. We’re experts in analysing customer feedback and delivering actionable insights.


Market Research

We provide insights into your markets using our quantitative research and qualitative research skills and know-how. Read more

Online Surveys

Understand who your customers are and what they think using our online survey solutions. Read more

Hotel Research

Benchmark your hotel’s occupancy, revenue and sales-on-the books information using our suite of hotel performance measurement products, including STAR reports and STR ForecasterRead more

Tourism Researchers

We are tourism specialists who conduct various types of tourism research, including visitor and destination demand surveys.  Read more

LJ Research Tourism Research

Our Clients

Skyscanner, the Leisure Pass Group, the National Trust for Scotland and tourist boards and destination marketing organisations such as Zagreb Tourist Board, Tourism NT and Marketing Edinburgh are just a selection of recent and current clients. More examples of the kind of projects we deliver can be seen on Our Clients page, although confidentiality means we can’t reveal too much detail!

Market Research Skyscanner

Brand Awareness and Brand Attribute Tracking for Skyscanner – the global travel search engine.

Market Research Vets Now

Campaign Evaluation and Brand Name Testing for Vets Now – a national network of veterinary practices.

Market Research Leisure Pass Group

Customer Satisfaction Surveys  and Tracking for the Leisure Pass Group – the global city card specialist.

Measuring Visitor Opinion for the National Trust for Scotland – operator of over 100 visitor attractions in Scotland.Market Research Edinburgh

LJ Research Tourism Research

Our Team

The Tourism Consumer Insights team is a full-service market research team of STR – the leading provider of data and insights to the global hospitality industry. Formerly trading as LJ Research, and now the consumer market research team of STR, we provide a complete range of research solutions for clients within and outside of the tourism industry. We are a collective of talented individuals who work with our clients to advise and consult collaboratively, proactively and strategically throughout. The Tourism Consumer Insights team is a Company Partner of the Market Research Society, a registered Data Controller with the Information Commissioner’s Office and complies with the ICC / ESOMAR International Code on Market and Social Research and ESOMAR World Research Guidelines Meet the Team here.
Market Research MembershipCommission LJ Research for Market Research Edinburgh.

LJ Research Tourism Research

Request a Quote

The Tourism Consumer Insights team is committed to delivering more for our clients – more expertise, more value and better insights. Our researchers would be happy to provide you with a quote for any of our market research services – no job is too small for us.

TCI and the STR Group take the privacy of your information seriously. To understand how and why STR Group uses, manages and protects personal information, please Privacy policy. STR Group will use the information you provide on this form to respond to your request and in accordance with our policy.
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Market Research Edinburgh

Our Blogposts

Consumer Travel Insights (CTI) report series by STR

Consumer Travel Insights by STR Now in its second year, STR‘s Consumer Travel Insights (CTI) report series was launched to provide in-depth research into the complete traveller journey, from planning

Tourism Tax: A blessing or a curse

Edinburgh’s Tourism Tax Decision   Tourism taxes are not new, but are seeing growing use across the world with 16 destinations in Europe now utilising them in some form. They

Airports dominate the air travel shopping spend, but there are opportunities for airlines to exploit

The global airline industry has seen a nine year run of profits according to the IATA. Unfortunately rising costs have meant that 2018 will see diminished profit growth compared to

market research in edinburgh