Consumer Research

Consumers don’t want to just visit places or retailers any more, they want ‘experiences’.  Successful brands are fully on board with this and create differentiated experiences in both physical and digital spaces.

We use our experience in advertising and brand research, alongside applied visitor intercept work in shopping centres and other leisure destinations, to get under the skin of consumers and visitors.   This vital work helps inform retail leasing strategies   and tactical marketing plans for many venues.

We get particularly excited pulling together ethnographic or camera capture techniques alongside the more 'tried and tested'    data collection or customer engagement campaigns.  Tell us what’s on your mind and we’re sure we can come up with some interesting ways to shine a light on your target audience.

Eureka's  experience in your sector

Our small team of Eureka! researchers have over 40 years of market research under the belt,  and a huge slice of this has been spent conducting quantitative and qualitative research  with visitors, guests and users in the leisure, health  and tourism industries.


We are experienced at understanding holiday destination choices.  We have conducted several studies for the Camping and Caravanning Club including  owners and considerers of  holiday homes in the UK, as well as  an exploration of the international market (see case study below).

Many shopping centre managers don't have an accurate measure of  footfall and visitor patterns.  We can help with that but often go much further.   We have evaluated what shoppers think of their local  amenities and retail centres.    We recently concluded a project where we conducted interviews at Mell Square, a    shopping centre in Solihull, Birmingham.

We're comfortable working directly with an internal  marketing department  or in collaboration with a communications,    advertising or PR agency.

We are also regularly asked to apply our  expertise in this field to  understanding   and evaluating healthy behaviour interventions.   We have worked on many quantitative and qualitative projects for NHS bodies.

You will find that we are adept and creative at  coming up with ways to find and gain insight from your target market.  In our first few years of business we have already conducted interviews with   shoppers, recent  mums,   gym enthusiasts, leisure centre users, students, and campervan owners.

Snapshots    of our recent work

1. Assessing and tracking brand health in the leisure centre sector

Survey to measure brand KPI and assess position in the market place

A well recognised operator in the leisure centre sector was keen to conduct  research with gym goers nationally to feed into PR activities as well as to setup a baseline for future brand tracking activities.

We undertook  a consultation with users to gauge frequency,   spend, focus etc, but most  importantly to  gauge brand recognition  and perceptions in a competitive landscape.

The resulting analysis was  presented    back to the team and further, Eureka were used as a moderator to feedback results to the individual  regional teams during wider team development sessions.

2. Holiday preferences for the Camping and Caravanning Club

Survey to explore future holiday plans and understand booking process

The motorhome hire market is well established but   becoming increasingly competitive as consumers seek new and more 'interesting' international holiday experiences. 


We worked with the Camping and Caravvaning Club or offer a Worldwide product offer to better understand  the profile of someone  who looks for a   motorhome  holiday abroad, and the information or reassurances they might seek.

We collected insight in a variety of ways, including a self completion online survey alongside intercept interviews at a n event held at the National Motorcycle Museum in Birmingham.


What do our  great   clients say about  us?

Warwick University

"We are currently working with Eureka! to better understand student expectations of university life and the reality of the student experience.   This information is a vital step in developing a new communications and engagement strategy for the Student Union going forward.  The guys have brought fresh thinking and energy into the process and are now undertaking qualitative research directly with undergraduates and postgraduates."

Parkwood Leisure

”We commissioned Eureka! to obtain better evidence about our current users and those that are using competitor gyms or leisure centres.  We were really impressed with what they delivered and the extra bits of insight we weren’t expecting.  The results helped shape our key New Year marketing campaign and will be used across the business going forwards.”

Tell us what's  on your mind and we'll do our absolute best to help

0121 679 5465


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B48 7LD

Eureka! Research | Market Research Birmingham
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