At MCG, we take pride in designing research plans tailored to the specific needs of our clients. Our projects often include primary and secondary research. As industry analysts, we are very familiar with existing sources of data and with their varying levels of validity and reliability. We can therefore be highly efficient in determining when secondary research sources and statistics will help answer your questions and prevent unnecessary duplication of efforts.

We use qualitative research for insights into how a tourism brand is perceived and how different images and taglines might motivate travelers to visit a particular destination or opt for a special product, and to uncover barriers and preconceived notions about travel products and services on the part of actual travelers and potential travelers or influencers (such as tour operators, travel agents, meeting planners, etc.). MCG staff regularly conduct in-depth personal interviews and focus group research. We often develop qualitative insights as a prelude to in-depth quantitative work.

In our quantitative work, we are increasingly using online methodologies because of their speed and efficiency. However, we also regularly conduct telephone and mail surveys with consumers and the trade.

Many of our projects include extensive fieldwork. Our staff professionals often travel to evaluate the tourism product of destinations and suppliers, meet with local stakeholders, and evaluate client resources to help determine how they should be improved and/or promoted to target market segments.

MCG conducts research in a number of countries. Our sensitivity to cultural variations and our established relationships with research suppliers in other countries enable us to work effectively analyzing different markets.