Illustrative engagement. A representative scenario showing how we approach this kind of work in leisure. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping leisure
Leisure and recreation businesses compete for limited free time and holiday budgets. Visitors and members want value, convenience and memorable experiences.
- Holiday planning starts online, months ahead
- Memberships need visible value to renew
- Local tourism depends on infrastructure and cleanliness
Client background
An adventure travel operator, working in Himachal Pradesh & Uttarakhand. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An adventure travel operator
- Sector
- Leisure
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys
Client challenge
The operator was unsure whether to raise prices for premium treks.
Research objectives
- Deliver on the brief: pricing research for adventure experiences.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
Scope: 1,200 adventure travellers.
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: Himachal Pradesh & Uttarakhand. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Price sensitivity testing
- 3Insight
We tested price points and package features with recent and prospective adventure travellers.
Quantitative researchOnline surveys
Sampling strategy
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- adventure travellers
- 1,200
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- 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
- Price and trade-off analysis
Key findings
- Travellers accepted higher prices when guides and safety equipment were clearly described.
Explain what the price pays for.
Recommendations
- Build on the core insight: explain what the price pays for.
- Focus effort where the evidence was strongest: travellers accepted higher prices when guides and safety equipment were clearly described.
- Re-measure after the changes to confirm the effect.
Business impact
- The operator added safety details to packages.
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: why do members renew or leave?