Four rules for turning ladders into escalators by applying Anthropology

A common industry paradigm is to look for new techniques in order to find new insights. However, many of our research tools like projective techniques, story telling, mind mapping and laddering have stood the test of time. Where the traditional paradigm can be transcended is in how the techniques interrelate, how their results are interpreted and which disciplines are applied to the results. This presentation is an in-depth analysis of how this approach was used in studying the outbound Canadian travel market for the Canadian Tourism Commission. The objective of study was to understand the core drivers of outbound travel and how Canada can compete and encourage Canadian travellers to vacation in Canada.