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.

Market Research Edinburgh

Our Blogposts

Consumer Travel Insights by STR – Perceptions of Destinations

Consumer Travel Insights by STR – Perceptions of Destinations STR is excited to announce the publication of the second report within our Consumer Travel Insights report series. Our Consumer Travel

Infographic – Q3 2017 Consumer Travel Insights by STR

STR’s Tourism Consumer Insights team is excited to announce a new report series, coming in early 2018. For today’s traveller, the journey is shaped by an increasingly complex range of

Continued occupancy growth for Scottish hotels with Glasgow and Edinburgh hoteliers achieving strong room rate growth

The monthly LJ Forecaster Scottish Intercity Report, from tourism market research specialists LJ Research, tracking city centre hotel performance showed another month of occupancy growth in Scotland’s major cities coupled

market research in edinburgh