While data can tell you what happened, qualitative research tells you why. At Gray Research Solutions, we use interviews, focus groups, and digital ethnographies to reveal the human side of travel—and help destinations create meaningful experiences.

This post is examines the importance of understanding the human side of research and marketing. No amount of data can reveal what is inside a visitors head. Quantitative research alone cannot measure perceptions, emotions, and what people truly feel, and that's the importance of speaking to visitors directly.

Yes, we’re officially bloggers. But don’t worry—we won’t just be posting charts and tables.