Steve Mills

Decision House


Insight-led consultancy in culture, tourism and leisure


We offer insight-led consultancy focussing on the culture, tourism and leisure sectors.

Fresh Quantitative

  • Online, face-to-face, mobile and phone surveys
  • Data science and analytics
  • Tracking, longitudinal or ad hoc studies
  • Dashboards and online reportals

Fresh Qualitative

  • Face-to-face or online focus groups
  • In-depth interviews
  • Observation and ethnography
  • Accompanied visits

Mining for Gold

  • Mining published information and data
  • Reviewing existing research
  • Analysing internal (big) data


Some of the customer challenges we address include:

  • Customer experience assessment and tracking
  • Customer journey mapping
  • Understanding motivations
  • Summative research to assess success of exhibitions or events
  • Optimising membership or customer benefit package

Some of the market growth issues we address include:

  • Segmenting your audience or market
  • Pricing and volume estimation to optimise income
  • Formative research to design exhibitions or events
  • Brand and communications development and tracking
  • Formulating growth strategies


2001-2017  BDRC Continental Board Member and Director of Culture, Tourism and Travel team

1998-2001  Consultant at MEW Research, specialising in tourism and leisure research

1996-1998  Research Manager at Sport England

1990-1996  Learning the research ropes at TNS

Examples of major clients worked with recently include National Trust, English Heritage, Saga, VisitEngland, Audley Travel, Canal & River Trust, Historic Royal Palaces, Kew Gardens, Association of Leading Visitor Attractions, Royal Horticultural Society, Association of Independent Museums


  • Entertainment, leisure & travel

Skills & Services

  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)