Insights toolkit

Insights toolkit

More than ever, it is crucial to use customer and market insights in business decision making. Market research and insight into consumer trends and behaviour are at the heart of all aspects of business planning and development of new products and services. This is true for tourism businesses as much as for any other sector. Knowing which insights and research resources are available, how to interpret them and how to undertake your own surveys to inform your business ideas are all at the core of business growth and development and no more so than now against the backdrop of an unpredictable global visitor market.

We have worked with the team at 56 Degree Insight and the Glamis Consultancy to produce this Best Practice User Manual to provide tourism businesses throughout Aberdeen and Aberdeenshire with some guidance on how to make better use of insights and market research within your operational plans.

The manual provides practical advice on how best to utilise the data available to you about your customers and the wider market, and includes insights on the importance of evaluation and insight gathering for tourism businesses, means of collecting information about your customers, key sources of market information and advice on analysis techniques. It also includes a series of template questions and survey forms, and examples of Insights Pyramids and Planning Templates to help provide a structured approach to designing an insights programme.

You can access the manual below along with the associated templates and videos.

Guide capture 2 low res4

We also ran a webinar to launch the Best Practice User Manual in January 2021, which you can watch here


Survey data entry and analysis template

This template is provided alongside the Best Practice User Manual as a resource to help businesses to compile and undertake simple analyses of survey results.

See section 4 of the manual for further details on how to undertake survey analysis and view the two short instructional videos below for tips on how to use this template.

Download the survey data entry and analysis template.


Step by step videos to view

A guide to data entry


A guide to data analysis