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.
Europe Consumer Travel Report 2025
Category: Consumer Trends Published: June 2025 Analysts: Alicia Schmid US $995This report, based on a comprehensive survey of European travelers and those who plan to travel in the future, explores consumers’ trip-planning and purchasing behavior, and their attitudes toward...
U.S. Traveler Trends 2025
Category: Consumer Trends Published: May 2025 Analysts: Alicia Schmid, Stan PawlowPhocuswright’s U.S Consumer Travel reporting is taking on a new shape this year. Phocuswright is fielding an online consumer survey quarterly throughout 2025 targeting the general U.S. adult population...
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...