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
A resort group, working in Kerala & Goa. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A resort group
- Sector
- Leisure
- Team engaged
- Market Research
- Services
- Quantitative research, Online surveys, Data analytics & dashboards
Client challenge
Online ratings varied widely between properties, and the group lacked consistent feedback.
Research objectives
- Deliver on the brief: guest satisfaction research for a resort group.
- Understand the views, needs and behaviour of guests a quarter.
- Produce results that can be compared across groups and locations.
- Set up a repeatable measure the client can track over time.
Target audience
The work focused on 1,500 guests a quarter.
- guests a quarter1,500
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: Kerala & Goa. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Post-stay survey
- 3Property dashboard
- 4Insight
We introduced a post-stay survey on booking, check-in, rooms, food and activities, with dashboards per property.
Quantitative researchOnline surveysData analytics & dashboards
Sampling strategy
- guests a quarter
- 1,500
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- 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
- Interactive dashboard for ongoing tracking
Key findings
- Activities for children were the biggest gap at family resorts.
Families judge resorts by how happy the children are.
Recommendations
- Build on the core insight: families judge resorts by how happy the children are.
- Focus effort where the evidence was strongest: activities for children were the biggest gap at family resorts.
- Re-measure after the changes to confirm the effect.
Business impact
- The group introduced kids' clubs at those properties.
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
- Interactive dashboard
- Continue the routine and review results every period.
- A natural follow-on question: why do members renew or leave?