Illustrative engagement. A representative scenario showing how we approach this kind of work in culture & heritage. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping culture & heritage
Museums, festivals and heritage sites need to understand visitors, build new audiences and show the value of their work to funders and communities.
- Funders expect evidence of impact
- New audiences need different programming
- Heritage tourism depends on visitor experience
Client background
A state tourism department, working in Rajasthan. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A state tourism department
- Sector
- Culture & heritage
- Team engaged
- Market Research
- Services
- Quantitative research, Government research, Offline data collection (CAPI)
Client challenge
The department wanted to increase overnight stays near a heritage site, but most visitors came on day trips.
Research objectives
- Answer the core question: what brings visitors to a heritage site.
- Understand the views, needs and behaviour of operators.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 8 weeks.
Target audience
The work focused on 20 operators.
- operators20
Audiences we typically reach in culture & heritage
VisitorsNon-visitors and new audiencesLocal communitiesArtists and performersFunders and partners
Geographic coverage
Coverage: Rajasthan. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Visitor survey
- 3Tour operator interviews
- 4Insight
We surveyed domestic and international visitors about trip planning and interviewed tour operators about itineraries.
Quantitative researchGovernment researchOffline data collection (CAPI)
Sampling strategy
- operators
- 20
- Respondents were selected across Rajasthan using quotas set in advance for each location and respondent type, so no single area or group dominated.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- visitors
- 1,800
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- 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
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Visitors left because there was little to do after sunset.
Overnight stays need evening reasons.
Recommendations
- Build on the core insight: overnight stays need evening reasons.
- Focus effort where the evidence was strongest: visitors left because there was little to do after sunset.
- Re-measure after the changes to confirm the effect.
Business impact
- The department supported evening light shows and guided night walks.
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
- Evaluation findings with programme recommendations
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what impact did the festival have?