In 2023 Explore Minnesota partnered with Strategic Marketing and Research Insights (SMARInsights) for updated seasonal Minnesota Traveler Profiles. These reports contain visitor demographics, consumer perceptions of Minnesota on a number of image attributes, trip specific information, and information about potential visitors.
Explore Minnesota partnered with Weber Shandwick and KRC Research to conduct a survey of prospective travelers from key markets on current attitudes toward traveling to Minnesota.
These July 2021 research findings will be used to deepen understanding of travelers' opinions toward taking a vacation in Minnesota in 2021-2022, to identify the impact of the events of 2020 (including COVID-19 and civil unrest) on travelers' perceptions of Minnesota, and to identify top attractions/travel categories to promote via ongoing earned and paid media.
Explore Minnesota partnered with SocialSphere to inform a refreshed Minnesota brand platform focused on driving migration into the state. Research finding are being used to strengthen the Star of the North Livability campaign that launched in March 2024.
