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Syndicated Research - Know What You're Getting

Cheryl Schultz

Every day, we are bombarded with data from a variety of sources. Data posing as objective syndicated research appears in media, on industry websites, across our social feeds and more. Yet, opinions and statements may not always be truly objective syndicated research. It is important for travel brands and organizations to understand the methodology of the research they are reporting – especially when investing in data that is used to make key marketing decisions or to report success.

DEFINING SYNDICATED RESEARCH

Syndicated research is funded, conducted and owned by an independent research firm. It is sold or licensed to individuals or organizations interested in the data. The research firm has no vested interest in the results of the data, but it should be able to analyze the data to derive useful insights for its clients. The primary uses of syndicated research are typically to track performance and for competitive comparisons.

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With questions, please reach out to Cheryl Schutz at cschutz@dkshifflet.com.

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