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

Applying our services in the tourism industry and beyond, we transform data and analysis into business solutions and smart insights, helping our clients have the edge.


Our Expertise

Street Interviews

We offer fieldwork only or full service solutions using our large fieldforce of fully trained and accredited interviewers. We use computer assisted personal interviewing (CAPI) techniques to ensure results are with you shortly after survey work has been completed.

Focus Groups & Qual

The Tourism Consumer Insights team is very experienced at moderating focus groups or holding depth-interviews. The approaches we deliver are always tailored to specific briefs and are never off-the-peg.

Online Surveys

We are experienced questionnaire scripters, having surveyed tens of thousands of customers in 2016 alone. Our online survey solutions are a cost-effective way to capture your target market’s feedback.

Marketing Research

Marketers commission us to use evidence and gain insights to make a difference to their brands, campaigns, PR & marketing and development strategies.

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.

Trading previously for 20 years as LJ Research, the Tourism Consumer Insights team provides a complete range of quantitative and qualitative research solutions for clients across the globe, with a particular focus and expertise on tourism and hospitality.

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 Membership


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.