Alicia Schmid
Director of Research, Consumer
Ms. Schmid brings her 25+ years’ experience in market research to her role as Director of Research at Phocuswright. She has worked on both the client and supplier sides of research and with B2C and B2B audiences. Alicia specializes in translating business questions into research objectives and developing insights that drive growth while keeping the end-user’s behavior, attitudes, and needs at the center. She loves data and quantitative research but also has extensive experience with qualitative methodologies, including focus groups, 1:1 interviews, in-home, shop-along and usability. She has previously worked for notable companies including Michelin and Ryobi.
Alicia resides in South Carolina. In her spare time, she enjoys spending time with her family and pets, gardening, baking, and travelling.
U.S Consumer Travel 2024: Lodging
Category: Consumer Trends Published: January 2025 Analysts: Alicia Schmid US $295Phocuswright’s U.S Consumer Travel 2024: Lodging provides a snapshot of American travelers’ recent behavior and sentiment regarding the hotel & lodging travel segment. Based on a comprehensive survey of...
U.S Consumer Travel 2024: Air
Category: Consumer Trends Published: December 2024 Analysts: Alicia Schmid US $295Phocuswright’s U.S Consumer Travel 2024: Air provides a snapshot of American travelers’ recent behavior and sentiment regarding air travel. Based on a comprehensive survey of United States leisure...
U.S. Consumer Travel Report 2024
Category: Consumer Trends Published: November 2024 Analysts: Alicia Schmid US $1,295Phocuswright’s U.S. Consumer Travel Overview 2024 provides a snapshot of American travelers’ recent behavior and sentiment regarding travel. Based on a comprehensive survey of United States leisure...
Shorter Trips, Lower Spend: Are U.S. Travelers Feeling the Pinch?
Category: Consumer Trends Published: November 2024 Analysts: Alicia Schmid US $295This article, based on Phocuswright’s U.S. Consumer Travel Report 2024, delves into the recent shift in U.S. adults' travel behaviors over the past year. We’ll examine who traveled, how their travel...
Travelers and Tech 2024: GenAI, VR and More
Category: Consumer Trends Published: November 2024 Analysts: Michael Coletta, Alicia Schmid US $495Phocuswright’s Travelers and Tech 2024: GenAI, VR and More is part of a comprehensive consumer research study delving into how travel consumers use technology in the course of their trip planning and...