Raven Fox and Horizon Research join forces for global consumer research

Raven Fox managing director Martin Moodie commented: "As a result of the current US crisis and its global impact on travel, the industry faces unprecedented pressures. Yet we believe this is a time to invest in the market and to invest in information. Ultimately the best way to grow the retail business - and to improve the miserably low industry-wide penetration rates - is by understanding the consumer better. In recognising this, we are delighted to form an association with such a proven consumer research force as Horizon, whose track record is second to none."

Added Horizon president Dr Ian Cesa: "The travel experience creates unique and unanticipated motivations and perceptions for consumers, regardless of their country of origin. And, as past experience has shown our clients and us, solid insights into these motivations can create some really exciting profit opportunities. We are very pleased to have the opportunity to work with Raven Fox and the duty-free industry to harness consumer insight to help grow the business."

The partnership's first joint effort is a three-part study analysing the buying behaviour of key travelling consumer groups in three US airports-the west coast gateway of Los Angeles; the entertainment destination of Las Vegas; and Miami, both a popular holiday attraction and a gateway to Latin America.

The information gleaned provides serious insights into the buying psychology of the main nationalities using these airports. The first two studies have been completed while the Miami project has been deferred to later this year in light of the terrorist atrocities in the US.

Next year the spotlight will move to the Chinese consumer-with studies being conducted in Hong Kong, Shanghai and Beijing. These will be closely followed by detailed analyses of travelling groups in several European and South American travel-retail hot spots.
 A number of services will be available, including syndicated and customised studies to service the needs of suppliers and retailers. Detailed  findings of the US studies are available for purchase from Raven Fox.

We also invite companies wishing to be involved in the pioneering Chinese study (including the chance to tailor the survey to their needs) to contact us.

TRI editor Adele Wolstenhulme will take responsibility for developing the new division with Horizon Research, as consumer research manager, working closely with Ian Cesa. As a result, she is promoted to TRI editor-in-chief as part of a wider development strategy for the title. TRI will carry previews and selected highlights of syndicated studies after they are completed.

A databank of detailed information across a number of travel-retail categories, built up from interviews with Japanese, British, German and South Korean travellers, is already available.