Illustrative engagement. A representative scenario showing how we approach this kind of work in entertainment. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping entertainment
Live events, theme parks and entertainment brands sell experiences. Ticketing, crowd experience and sponsor value decide whether people come back.
- Ticket pricing and booking ease affect attendance
- On-site experience drives repeat visits
- Sponsors expect audience evidence
Client background
A mall developer, working in Saudi Arabia. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A mall developer
- Sector
- Entertainment
- Team engaged
- Market Research
- Services
- Quantitative research, Market sizing and competitive intelligence
Client challenge
The developer considered adding an entertainment centre but needed evidence of demand and preferred attractions.
Research objectives
- Deliver on the brief: feasibility research for a family entertainment centre.
- Understand the views, needs and behaviour of families.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 1,200 families.
- families1,200
Audiences we typically reach in entertainment
Event-goersTheme-park visitorsTicket buyersSponsorsFamilies
Geographic coverage
Coverage: Saudi Arabia. Market: Saudi Arabia.
- Saudi Arabia
Research methodology
A structured analytical design combining desk research, modelling and primary evidence.
- 1Brief
- 2Family survey
- 3Catchment analysis
- 4Insight
We surveyed families in the catchment about leisure habits, spending and preferred attractions, alongside a review of nearby options.
Quantitative researchMarket sizing and competitive intelligence
Sampling strategy
- families
- 1,200
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Secondary sources and client data were compiled and cross-checked before modelling.
Data quality & validation
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Market model built from secondary data and primary evidence
Key findings
- Families wanted attractions for both young children and teenagers in one place.
Families choose venues that suit every age.
Recommendations
- Build on the core insight: families choose venues that suit every age.
- Focus effort where the evidence was strongest: families wanted attractions for both young children and teenagers in one place.
- Re-measure after the changes to confirm the effect.
Business impact
- The developer revised the concept accordingly.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what value did sponsors get?