About Us
Insight isn't black & white.
Who we are
At Gray Research Solutions, we study people—your visitors, customers, and stakeholders—the humans who power your place or place of business.
We’re rooted in anthropology, which means we don’t just crunch numbers; we explore the "why" behind behavior. We help you understand how people think, what they need, and what drives them to engage, visit, support, or advocate. Whether you're a destination marketing organization, a tourism business, or a community leader, our research turns complex human behavior into clear, actionable insight.
From quick-turn data reviews to in-depth studies using surveys, focus groups, intercepts, stakeholder forums, and interactive online tools—we tailor our approach to your needs and budget. We help you go beyond proving impact to inspiring it.
We believe research should be more than a report. It should spark clarity, guide strategy, and make human behavior make sense.
What we believe
Understanding what is fundamentally human and how "human-ness" affects behavior.
The power of research to point direction and transform marketing strategies.
"Structured Curiosity" via the scientific method.
The power of travel and connection with others as healing agents for the social ills of our time.
The power of travel as an economic engine for communities.
Meet our team
Shannon Gray
MA, MBA, TMP
Founder & CEO
aka Boss Lady
Shannon Gray is a curious mind with a passion for understanding what makes people tick—especially when it comes to travel. With a background in cultural anthropology and market research, she’s spent her career studying consumer behavior, from why people choose certain products to what drives their travel decisions. In 2013, she channeled that curiosity into founding Gray Research Solutions, helping destinations use data to make smarter, research-backed marketing decisions.
Before diving into tourism research, Shannon worked with big brands like Kraft, General Mills, T-Mobile, and Verizon, learning the art of turning data into actionable insights. But it was in destination marketing that she found her sweet spot—figuring out what inspires people to visit, stay, and return. She’s particularly fascinated by the rise of vacation and short-term rentals and has developed innovative research methods to better understand their impact.
Shannon is also a Marketing College Instructor for Southeast Tourism Society and serves as Marketing College Provost on the STS Board’s Executive Committee.
When she’s not digging into data, she’s probably planning her next trip, because, let’s be honest—travel is the best kind of research.
Laura Abbasi-Lemmon
MA, CHIA, CAHTA, TMP
Lead Data Analyst
aka Chief Insights Wrangler & Operations Ninja
Laura Abbasi-Lemmon blends creativity, curiosity, and research know-how to help destinations understand what drives travel behavior. With her unique perspective shaped by her B.A. in Art & Communication from McDaniel College and an M.A. in Women’s and Gender Studies from Stony Brook University, she’s passionate about translating data into clear, compelling stories that spark action.
Since joining Gray Research Solutions in 2019, Laura has worked with destinations across the Southeast to explore visitor behavior and tourism trends. Laura has deepened her industry expertise with certifications in Hotel Industry Analytics and Advanced Hospitality and Tourism Analytics (STR), and she completed her TMP through Southeast Tourism Society’s Marketing College in 2024.
Guided by the mentorship of Shannon Gray, she’s committed to making research not just useful—but human.
When she’s not analyzing data or building presentations, Laura’s likely diving into a creative project or playing outside with her kids.
Sarah Sapp
MS
Data Analyst & Social Media Specialist
aka Insights Wrangler & Social Solutionist
Sarah Sapp has always been fascinated by how people express themselves and process their environment, and she is thrilled that this curiosity about the human experience has led her to Gray Research Solutions. Sarah graduated from McDaniel College with a BA in English in 2011, then began teaching. She earned a MS in Special Education from Johns Hopkins University while teaching in Baltimore City.
After spending a few years at home raising her kids, Sarah met with Shannon and GRS to see if her liberal arts degree and teaching experiences could fit in with the amazing things the team was doing. Learning about data, travel, and the anthropological elements of analysis is both exciting and new, but still fundamentally familiar to Sarah.
When she’s not contemplating the human condition, Sarah can be found reading, writing the beginnings of multiple novels, or hanging out with her awesome family.