Holiday Inn Club Vacations was exploring potential alternatives to the long-standing timeshare business model and potential resort enhancements and engaged Integrated Insight to conduct qualitative and quantitative research with consumers to understand the opportunity.  Focus groups were conducted in key source markets to uncover deep insights into which program elements and business rules were appealing or not.  These findings were key inputs for the team to establish multiple frameworks to model financially for further consideration. Quantitative research was conducted in seven primary feeder markets designed to uncover travel behaviors, preferred accommodations, vacation activities and psychographics related to travel.  The research also uncovered the best prospects for timeshare and their profile.