Industry overview
What is shaping government
Government departments, PSUs and public programmes need independent evidence on citizen needs, service delivery and programme outcomes, often gathered across large and diverse geographies.
- Programmes are expected to show measurable outcomes
- Citizen feedback is shaping service delivery
- Large field surveys need rigorous quality control
Client background
A tourism authority, working in Morocco. Client identity is withheld to protect confidentiality.
- Organisation
- A tourism authority
- Sector
- Government
- Team engaged
- Market Research
- Services
- Government research, Quantitative research, Offline data collection
Client challenge
The board needed data on visitor spending and satisfaction. Tourism was growing, but the board lacked reliable data on visitor spending and satisfaction by market. The board wanted to understand visitor experiences beyond hotel and airport statistics.
Research objectives
- Deliver on the brief: a visitor survey for a national tourism board.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 10 weeks.
Target audience
Scope: 5,000 visitors.
Audiences we typically reach in government
Citizens and householdsProgramme beneficiariesFrontline workersLocal officialsBusinesses using public services
Geographic coverage
Coverage: Morocco. Market: Morocco.
- Morocco
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Airport and site interviews
- 3Insight
We interviewed visitors in several languages at airports and attractions. Interviews were conducted in Arabic, French, English, Spanish and German at airports, hotels and major attractions, with quotas by nationality and season. Results were weighted by visitor origin and season. The questionnaire covered planning sources, transport, accommodation, safety, spending and likelihood to recommend.
Government researchQuantitative researchOffline data collection
Sampling strategy
- Respondents were selected across Morocco 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
- 5,000
- Trained local-language interviewers conducted interviews in person, supervised in the field.
- 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 wanted better signage and transport.
Multilingual fieldwork captured diverse visitors.
Recommendations
- The board prioritised improvements.
- The board also used the findings in its marketing in key source markets.
What we recommended, and the client put into practice
Business impact
- Satisfaction scores improved in follow-up surveys after signage and transport changes.
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: how do citizens rate a public service?
Client identity is withheld to protect confidentiality.