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Director, Decision House


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


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


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.