Revinate engaged 1AX to collect user validation through surveying and interviewing internal stakeholders, existing Revinate Marketing users, and prospective Guest Data Management clients. We developed, executed, and analyzed a baseline survey to understand the broader hospitality industry’s knowledge and understanding of CRMs, conducted qualitative and quantitative interviews with key hotel groups on their CRM use cases and system requirements, and introduced sample pricing models to stress test methodologies with hotel decision makers in order to determine what packaging would best encourage decision makers to sign long-term agreements.