When a small hotel chain found itself struggling to attract business travelers in a crowded market, they knew they needed more than just a refreshed website or a new loyalty offer—they needed deep, actionable insight. That’s where we stepped in. We launched a comprehensive research project, engaging directly with 1,000 businesses that regularly book hotel stays for their teams. Our goal was to uncover exactly what drives business travelers’ decisions, how competitors were meeting (or missing) those needs, and where our client could stand out.

Through a blend of customer insight and competitor analysis, we mapped the full decision-making journey of business guests—from booking preferences and must-have amenities to pain points with existing providers. We discovered that business travelers prioritised seamless check-in processes, proximity to key business hubs, flexible booking options, and loyalty programs tailored to frequent stays.

Many felt that the chain’s competitors were doing a better job at digital engagement and personalised service, but there were clear gaps in areas like local partnerships and curated business packages.

Armed with this intelligence, the hotel chain overhauled its business guest offering. They introduced express check-in, revamped their loyalty program, and partnered with local businesses to provide exclusive dining and transport deals—mirroring successful strategies seen in other hospitality case studies.

Marketing campaigns were re-targeted to highlight these new features, and staff were trained to deliver a consistently high level of personalised service.

The results were dramatic: within the first year of implementing these insight-led strategies, the hotel chain saw a more than 40% increase in business guest bookings. Not only did occupancy rates rise, but direct bookings surged, reducing reliance on third-party platforms and boosting profit margins.

This case demonstrates the transformative power of combining customer and competitor insights—turning real-world data into strategies that deliver measurable growth and a lasting competitive edge in the hospitality sector.

When a prestigious five-star hotel set its sights on attracting more local guests for events and boosting business travel bookings, it recognised that understanding the community’s true perceptions was essential. We launched an in-depth research project, engaging with 2,000 local residents and over 100 businesses in the surrounding region to uncover exactly what people thought about the venue, its branding, and its marketing strategies.

Our conversations revealed that while the hotel’s reputation for luxury was strong, many locals felt its events and facilities were out of reach or not tailored to the community’s needs. Businesses, meanwhile, cited a lack of targeted packages and flexible offerings for corporate stays and meetings. Armed with these insights, the hotel was able to reposition itself—not just as an exclusive retreat for tourists, but as a vibrant hub for local life and business.

Guided by our recommendations and supported by industry best practices, the hotel revamped its event packages to be more customizable and accessible, introduced partnerships with local vendors, and launched marketing campaigns that highlighted its role in the community.

The team also began hosting signature events that celebrated local culture, from art exhibitions to culinary evenings, making the hotel a destination for residents as well as visitors. For business users, new loyalty incentives and flexible booking options were introduced, directly addressing the feedback from local companies

The impact was immediate and measurable: event package sales soared by 30%, and overall hotel guest numbers rose by 20% within 18 months of implementing these changes. This case demonstrates how insight-driven strategy—rooted in authentic community engagement and competitor awareness—can transform a luxury hotel’s fortunes, turning it into a true centerpiece for both locals and travelers alike

For a leading chain of restaurants aiming to capture the dynamic and discerning student market across the United Kingdom, we engaged with 9,000 university students to uncover what truly drives their food and drink choices. This comprehensive research went beyond simple preferences, exploring a wide range of factors including menu options, price sensitivity, customer service expectations, and the overall ambiance that influences where students decide to eat.

Our findings revealed a generation that is increasingly health-conscious and environmentally aware, with many students favoring plant-based and high-protein options as part of their diets. Price remains a critical factor, especially amid cost-of-living pressures, with students actively seeking value without compromising quality. Beyond food, students emphasised the importance of a welcoming atmosphere and attentive service, highlighting that their dining experience is shaped as much by the environment and staff interaction as by the menu itself.

The research also uncovered a strong desire for variety and global flavors, reflecting students’ adventurous palates and cultural diversity. From authentic Mexican dishes to Asian-inspired street food, students want menus that are both trendy and customisable. This insight has enabled our client to tailor their offerings, balancing affordability with innovation, and creating dining spaces that resonate with student lifestyles and expectations.

By tapping into the authentic voices of thousands of students, our client gained a clear roadmap to enhance their menu development, pricing strategies, and customer experience—positioning themselves as a go-to destination for university diners across the UK. This project underscores the power of deep, data-driven understanding in crafting food and drink experiences that truly connect with today’s student generation.

When a diverse range of gyms—from boutique independents and hotel fitness suites to sprawling national chains—wanted to better understand what truly drives membership and loyalty, we set out to capture the voices of 2,000 gym users across the country. Our research delved into every aspect of the gym experience, ensuring we represented a broad demographic and a variety of settings to paint a complete picture of today’s fitness landscape.

We explored how often people used their gyms, what motivated them to keep coming back, and the price points that made membership feel worthwhile. Users shared candid feedback on everything from the quality and variety of equipment to the importance of cleanliness, atmosphere, and staff support. We also investigated attitudes towards supplements and sports apparel, uncovering trends in brand loyalty, purchasing drivers, and the growing demand for sustainable, high-performance products.

Crucially, our conversations revealed that gym-goers are looking for more than just a place to work out—they want a sense of community, personalised support, and flexible options that fit their lifestyle and goals. For many, the decision to join or stay with a gym was influenced as much by the overall experience and social environment as by the facilities themselves.

Factors such as group classes, tailored fitness programs, and opportunities for personal growth and self-image enhancement played a significant role in member satisfaction and retention

These insights empowered our clients to refine their offerings: introducing new classes, improving cleanliness protocols, and tailoring membership packages to meet the evolving needs of their users. By listening directly to gym members and acting on their feedback, gyms were able to boost engagement, increase retention, and foster stronger, more resilient fitness communities—demonstrating the powerful impact of data-driven decision-making in the health and leisure sector

When a leading resort wanted to truly understand what makes UK holidaymakers tick, we set out to gather the unfiltered opinions of 2,000 travelers from across the country. Our mission was to go beyond the usual assumptions and uncover exactly what guests value most when it comes to their holiday experiences—insights that would directly shape the resort’s marketing strategies and the evolution of its products and services.

We spoke with a diverse mix of holidaymakers, capturing the full spectrum of what “the perfect getaway” means in 2025. Cost and value emerged as top priorities, with many travelers seeking affordable luxury, flexible packages, and clear value for money.

At the same time, there was a strong appetite for variety—beach holidays, city breaks, relaxing poolside escapes, and adventure trips all featured prominently in guests’ plans. Many respondents highlighted the importance of unique, memorable experiences, from local excursions and wellness offerings to culinary adventures inspired by social media trends.

Our research also revealed that expectations around service and amenities are higher than ever. Holidaymakers want seamless booking, exceptional customer service, and facilities that cater to both relaxation and activity. Sustainability and eco-conscious choices are increasingly influencing decisions, with guests looking for resorts that make it easy to travel responsibly

Armed with these insights, the resort was able to fine-tune its offerings—introducing new themed packages, enhancing its food and beverage options, and launching targeted marketing campaigns that spoke directly to the desires and motivations of today’s UK holidaymaker. The result? A sharper competitive edge, stronger guest satisfaction, and a clear roadmap for continued growth in a rapidly evolving travel landscape.

As the landscape of remote work continues to reshape daily routines, coffee shops have become more than just a place for a caffeine fix—they’re now buzzing hubs for productivity, creativity, and connection. To help both independent cafés and national chains better understand and serve this evolving customer base, we conducted a comprehensive study, engaging with 300 coffee shop owners and managers alongside 1,000 remote workers who regularly set up shop with their laptops and lattes.

Coffee shop owners shared candid insights into the challenges and opportunities of catering to the work-from-home crowd. They discussed everything from optimal seating arrangements and Wi-Fi reliability to the importance of offering a diverse menu that keeps customers coming back throughout the day. Many highlighted the delicate balance between creating a welcoming environment for remote workers and maintaining turnover from other guests—a challenge made more complex by rising operational costs and fierce competition in a market that now boasts over 11,000 branded outlets nationwide.

On the other side of the counter, remote workers revealed what truly matters when choosing their “third space.” While quality coffee remains a must, expectations have shifted: fast, stable internet, accessible power outlets, and a comfortable, inviting atmosphere are now non-negotiable. 

Price sensitivity is high, but customers are willing to spend more on food and beverages if the environment supports productivity and offers a sense of community. Many expressed a preference for coffee shops that provide loyalty rewards, healthy food options, and flexible seating—features that enhance their experience and encourage longer stays.

Our research also uncovered emerging trends: sustainability is increasingly influencing purchasing decisions, with both customers and shop owners favoring eco-friendly packaging and ethically sourced beans.

The rise of specialty coffee and unique flavor profiles is driving demand for premium offerings, while the social aspect of coffee culture—networking, casual meetings, and a break from home isolation—remains a key draw

These insights have empowered coffee shops to refine their offerings, from rethinking menu design and seating layouts to introducing targeted promotions for remote workers. By listening to both sides of the counter, cafés are better equipped to thrive in a competitive market, creating spaces that are as productive as they are welcoming—and ensuring they remain the beating heart of the UK’s vibrant coffee culture

When a prominent European hotel chain started seeing a worrying trend of negative—or simply absent—online reviews, they realized something fundamental needed to change. We were brought in to conduct a comprehensive program of mystery shopping and employee engagement, designed to uncover the root causes behind guest dissatisfaction and low staff morale.

Our mystery shoppers visited properties across the chain, evaluating every touchpoint from check-in to check-out. This allowed us to pinpoint not only the obvious service gaps but also subtle issues that might go unnoticed in day-to-day operations—quick wins like improving front desk efficiency, enhancing room presentation, and ensuring consistency in guest communications. These actionable insights provided immediate opportunities for the hotels to elevate the guest experience and address the factors driving negative feedback.

Equally crucial was our deep dive into employee engagement. Through confidential interviews and surveys, we discovered underlying reasons for low morale, high attrition, and frequent absenteeism. Staff cited a lack of recognition, limited growth opportunities, and unclear communication as major pain points. In response, we developed tailored training and personal development programs, working closely with hotel leadership to implement these over a 12-month period.