Professional Documents
Culture Documents
By:
David J. Wardell
O
nce again a new year brings another round of what passes for industry research.
Although notoriously over-surveyed, the travel industry remains awash in bad
data, ill-conceived and poorly executed research projects, and self-serving studies
that are relevant more to the next round of funding or the next newsletter sale than to
developing a real understanding of markets and trends.
Eventually the industry may get better at labeling useless research for what it is (the trend
is not positive, however), but for now the very few good studies routinely drown amidst
the hyperbole of research that can’t connect with real insight—or those that connect all
too well because the result was fairly evident before the process began.
Nowhere is the problem more acute than in the on line travel and social media worlds.
High-priced research typically reinforces conventional wisdom and assumptions while
key customer and behavior questions remain unresolved.
I’ve wondered aloud in past articles why major trade groups show such slight interest in
these issues. If the on line and social media worlds have such monumental
consequences, what precisely could be more important to their members?
Here are a few suggestions for modeling forthcoming research projects. These are similar
to suggestions I’ve made in public for 15 years, and hopefully they will help you
appreciate the limitations of today’s travel research and be positioned to improve it in the
future.
1. Broaden the Base
Successful studies need wide participation and sponsorship. Those funded and controlled
by a single company or clique are not necessarily bad, but this adds complexities and
concerns that are avoidable through planning and execution that strives to include more
viewpoints. Addressing the needs of a broad constituency increases both value and
integrity.
2. Sampling Is Key
Few research projects undertaken in the travel industry describe how the study sample
was selected, what the resulting accuracy and margin for error are, or the size of the
sample. This is because these are among the most challenging aspects of valid research—
requiring time, expertise, and money to address properly.
Most researchers simply ignore them; the resulting studies are little better than worthless.
If you peek under the covers only slightly at a surprising number of major industry
Wardell
email=david@wardell.org, c=US
Date: 2011.04.24 19:24:39
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