MARKET RESEARCH FOR HOSPITALITY

At Schmidt Market Research, we are deeply passionate about the work we do to support business decisions in the hospitality industry. For more than a decade, we have delivered customized market research for a diverse roster of clients that include sports venues, entertainment parks and attractions, tourist and destination organizations, casino properties, airport and transportation authorities, and more.

Like the tenets that guide the hospitality industry, our team strives to anticipate your needs and foster a comfortable and collaborative environment. We understand that your needs are unique, and our tailored approach ensures that we always deliver impactful business growth insights and recommendations.

At the forefront of our work is a consistent drive to be an exceptional research partner. We listen. We ask questions. We provide guidance. We lead the process. You gain valuable knowledge and insight into your business, your customers, and your industry.

Some of the projects that are particularly close to our hearts include:

  • Supporting growth revenue goals by helping a client identify the most profitable customer segments for sports venues.
  • Partnering with a national attraction to support the development of a communication strategy. Our approach helped them to define customer segments based on motivation and needs.
  • Uncovering unmet needs and opportunities for an airport client. Through journey mapping, we identified additional services that could be offered at each step of the travel process from leaving home to arriving at the gate.
  • Assessing brand health for a national entertainment park. Our research findings identified opportunities for enhancing familiarity and distinct positioning for the brand.
  • Assessing brand equity and the appeal of advertising messages for a major league sports team. Our research was used to guide the development of business-building advertising campaigns.

MARKET RESEARCH FOR RETAIL

Our retail industry roots run deep and we’re exceptionally proud of our work on more than 700 projects with local, regional and national retail customers and team members. Along the way, we’ve built long-lasting relationships with grocery, sporting goods, luxury goods and convenience retailers, and that list continues to grow.

The Schmidt Market Research team is intricately familiar with all aspects of customer engagement. We’re led by President and CEO Kevin Srigley who established and grew his career during a 30-year span as a management and marketing executive in the retail, grocery, and CPG industries.

Recognized for our expertise in brand growth strategies, assortment optimization, communication messages, new store concepts/development, loyalty program and menu optimization, we offer a tailored approach that ensures we are always delivering impactful business growth insights and recommendations, while keeping the unique needs of your business in mind.

At the forefront of our work is a consistent drive to be an exceptional research partner. We listen. We ask questions. We provide guidance. We lead the process. You gain valuable knowledge and insight into your business, your customers, and your industry.

Some of the retail industry projects on which we are proud to have collaborated with clients include:

  • Helping a grocery retailer improve the online ordering experience. Through journey mapping, our research uncovered pain points in the process beginning with ordering at home through picking up in store.
  • Optimization of online food ordering features on a client’s mobile app.
  • Assessing brand health for a regional retailer — identifying opportunities for conversion down the funnel.
  • Informing loyalty program pricing and benefit tiers for a national online luxury retailer.
  • Measuring and prioritizing brick-and-mortar customer experience drivers to increase repeat store visits.

Examples of our work

  • Loyalty program benefits and costs optimization through conjoint analysis
  • Shopping journey experience mapping
  • Store format assessment and optimization
  • Lost shopper analysis
  • Mobile app design research
  • Pickup & delivery services design

  • Competitor attrition assessment conducted at the store, category, and brand levels
  • Hard discounters’ immersions and early adopters profiling
  • Shoppers emotional loyalty assessment

  • Segmentation of sports fans based on their motivations to attend a game
  • Segmentation of tourists to national attractions and destinations based on interest of activities and entertainment type offered by each venue in the region
  • Deep insight into shopper segments’ shopping behavior and motivations for store
  • Convenience store eating occasion segmentation

  • Brand equity health
  • Corporate reputation drivers

  • Brand health assessment
  • Brand awareness/perceptions in legacy and new markets
  • Unfavorable perceptions among non-customers
  • Market position differentiation
  • Rewards program optimization
  • Message, benefit, and claim test

  • Early needs discovery and concepting
  • Concept creation and fine-tuning
  • Concept test
  • Product features need assessment
  • Product taste test
  • Product rollout tracking studies
  • In-home usage test
Nelly Bentz Senior Research Director | Schmidt Market Research

Contact our Retail & Hospitality Practice Leader to learn more:

Nelly Bentz
Retail & Hospitality Practice Leader
nbentz@schmidtmr.com

  • 25 years client and supplier-side market research experience
  • Experienced in qualitative, quantitative, and insight communities research with a specialized focus on the hospitality, retail and CPG industries

Or submit a request for more information.