We've fielded hundreds (yes, hundreds) of focus groups in the travel and theme park space. We've learned a lot in that time. Like don't ride a roller coaster too soon after lunch. And study theme park and travel consumers like you would medical patients. Because roller coasters, cruises, and guided tours are more than just fun; they're a tonic for the stresses of daily life. By taking a holistic approach to studying the consumer's lifestyle -- much like a doctor would take a history of a patient -- we dig deep into the motivations and unmet needs of this precious segment.