At Related, insights and data are the heart of everything we do. We’re sharp when it comes to market analyses, consumer profiles, destination reports, and much more. Staying ahead means staying curious – and that’s where qualitative research gives us an extra edge.
Let us tell you how.
Take our industrial PhD project, for example. It’s a great illustration of how qualitative research can spark fresh insights and lead to innovative solutions that truly make a difference for our clients. PhD fellow, Heidi Vorre, leads the project and brings in deep expertise in qualitative methods.
Heidi’s research focuses on how to conceptualize tourism carrying capacity and different dimensions into a destination development model. Sounds complex? In simpler terms, she’s exploring a destination from multiple angles – combining hard data like tourist statistics with softer insights like visitor experiences and local perceptions. By testing different quantitative and qualitative methods, she uncovers new and interesting perspectives – all of which she shares with us.
Over the past two months, Heidi has been in Greenland, and she’s just now returned to the office in Aarhus full of new insights, fresh perspectives and innovative ideas for approaching destination development and place analysis. While there, she conducted a series of in-depth interviews to increase her understanding of the many aspects of the destination.
The value of in-depth interviews is that they don’t just answer your questions – they reveal things you hadn’t thought to ask. Talking to just 5-10 of the right people can often yield incredibly valuable insights. By asking the right questions to the right people, Heidi has developed a nuanced understanding of Greenland – one that goes far beyond overnight stays and tourist profiles. She can pinpoint what’s working and what’s not, and where future efforts should be focused for maximum impact.
This aligns perfectly with our belief: the best and most effective strategies, plans and campaigns are built on solid insights and research. We strive to understand the destination, market, trends, and segments of each of our clients. That means going beyond the numbers – diving into detailed analyses that help us craft tailored solutions for every client, rather than relying on a one-size-fits-all approach.
Because a destination is more than just numbers. It’s a feeling, an atmosphere, an experience. To truly capture that, we need more than numbers – we need a different lens. That’s where qualitative research shines.
