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 members' club, working in Delhi NCR. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A members' club
- Sector
- Leisure
- Team engaged
- Market Research
- Services
- Qualitative research, Quantitative research
Client challenge
Renewals were falling among younger members.
Research objectives
- Answer the core question: why members renew at a country club.
- Understand the views, needs and behaviour of members.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 800 members.
- members800
Audiences we typically reach in leisure
Visitors and touristsMembersFamilies planning holidaysLocal businessesTourism boards
Geographic coverage
Coverage: Delhi NCR. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Member survey
- 3Interviews
- 4Insight
We surveyed members and interviewed younger members about facilities, events and value.
Qualitative researchQuantitative research
Sampling strategy
- members
- 800
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- 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
- Younger members wanted more fitness and family events.
Clubs must evolve with their members.
Recommendations
- Build on the core insight: clubs must evolve with their members.
- Focus effort where the evidence was strongest: younger members wanted more fitness and family events.
- Re-measure after the changes to confirm the effect.
Business impact
- The club refreshed its calendar.
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
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: why do members renew or leave?