Research must be the starting point in an effective research, product development and marketing continuum.  Learning new insights and monitoring market conditions allows the tourism industry to make informed decisions, thereby optimising the likelihood of short and long term success.  With market conditions and consumer habits continually evolving, sound, timely research has become even more important. The Tourism Advisory Council has recognized the importance of expanding tourism’s research capacity; this is why the number one research priority over the past two-years was to work with UPEI to create a Tourism Research Centre (TRC).  With the TRC now up and running, TAC has begun to focus on putting quality, leading edge research to work for industry stakeholders.  Tourism performance statistics are available on a monthly basis and the mandatory accommodation occupancy program has provided invaluable tools to operators for tracking and business planning.  The TAC Research Committee and the Tourism Research Centre through Tourism PEI are working together to leverage the power of technology through the 2007 Visitor Exit Survey, to develop the ability to conduct short-lead, large sample, targeted research projects.  By 2008, all partners expect to evolve to an environment where this input will not only allow timely information for operators to complete their marketing plans for the next season, it will also allow the industry to adjust their current season tactics for the highest possible returns for the customer and the owner/operator.