Steve Mills

Director, Decision House

Overview

Insight-led consultancy specialising in the culture, tourism and leisure sectors

Services

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

Some of the customer challenges we address include:

Customer experience assessment, tracking and benchmarking
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

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

About

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 the Association of Leading Visitor Attractions, Kew Gardens, Royal Museums Greenwich, National Museums Northern Ireland, RAF Museum, National Museum of the Royal Navy, Roman Baths, Heritage Open Days, Ramblers Walking Holidays, National Trust, Saga, Audley Travel, Historic Royal Palaces, Beaulieu, Brooklands Museum

Steve is also Chair of Wycombe Heritage and Arts Trust, the charitable trust which has been responsible for the running of local social history museum, Wycombe Museum in Buckinghamshire, since 2014. At the other end of the culture spectrum he is also a season ticket holder at Fulham FC.