The Thompson Okanagan Tourism Association’s research services division, Symphony Tourism Services, offers custom research based on Visitor and Market data utilizing information provided by several sources, listed below.
Research can be customized for communities, businesses, events, visitor centres and more. Fees apply.
Research Sources
PRIZM Market Segmentation
PRIZM provides insights into more than 30,000 variables including demographics, consumer preferences, lifestyles and values tied to postal codes. There are 67 PRIZM Clusters in Canada.
Find out what your region, community or businesses’ top market segments are, what they are like, what they are interested in doing, and where more people like them live across Canada.
You can use this data to tailor your marketing efforts, your communication strategies, your products and experiences, to align with who your visitors currently are, or who your ideal customer might be.
Explorer Quotient
Explorer Quotient, also known as EQ, was developed by Destination Canada in partnership with Environics Research Group. It is a proprietary market segmentation system based on the science of psychographics.
EQ goes beyond traditional market research of defining people. It looks deeper at individuals’ personal beliefs, social values and views of the world to learn exactly why different types of travellers seek out entirely different travel experiences.
You can use EQ to align your marketing messages and products with your ideal EQ traveller or the region’s top EQ types.
Environics Analytics
Environics Analytics is one of North America’s leading data, analytics and marketing services companies.
Environics is our partner in providing visitation and market data. Their proprietary platforms and systems like PRIZM, provide a deeper understanding of customers and markets through geographic analysis and customized segmentation. We have this research available at the Thompson Okanagan regional level, and through Symphony Tourism Services, for communities and businesses within the five regions of the BC Regional Tourism Secretariat (BCRTS).
B.C. Accommodation Benchmarking Reports
Powered by the world's largest hotel data sample, STR’s Free Data Tool helps accommodation operators make more informed business decisions by providing confidential data on hotel occupancy, Average Daily Rate (ADR) and Revenue per Available Room (RevPar), to participating properties around the world.
Research Opportunities
The Symphony Tourism Services Community Research Program offers the ability to assess customer profiles through postal code analysis, visitor profiles through MobileScapes mobile data analysis, or to provide detailed market segment profiles by province.
The five regions of the BC Regional Tourism Secretariat (BCRTS) - TOTA, Kootenay Rockies Tourism, Tourism Vancouver Island, Northern BC tourism, and Cariboo Chilcotin Coast Tourism together continue to invest in Environics Analytics data which can provide unprecedented visitor insights to our regions.
Contact us for more information on how we can provide market profiles for Canada and the US.
Want to know more about your existing customers? We can profile them using your postal codes. Want to know about visitors to your community? We can analyze them based on mobile visitation data.
Reach out with your questions, we are here to support you!
Digital Campaigns
As part of Symphony Tourism Services’ research program, we offer digital campaign services in partnership with War Room, who will execute and report on programmatic campaigns using the Environics Analytics targeted marketing resources to hyper-target in markets throughout the US and Canada.