Zing Insights is an independent leisure and tourism Norwich research agency, based in the city since 2011, helping attractions, venues, events and destinations understand their visitors so they can make decisions on evidence rather than guesswork.

What leisure and tourism research involves

Most projects start with one of three questions: who is visiting, what did they think, and why are others not coming. We match the method to the question rather than selling a fixed package.

Visitor profiling and satisfaction. Face-to-face interviews at the venue, or a follow-up survey sent after the visit, tell you where visitors travel from, how they found you, how they rate each part of the day and whether they would recommend you. Run over a season, this becomes a CX tracker that shows whether changes you make actually move the numbers.

Event and exhibition research. We survey both visitors and exhibitors, because the two groups judge an event very differently. Exhibitors care about lead quality and return on stand cost. Visitors care about content, layout and value for money. Both views are needed to grow the next edition.

Non-visitor and lapsed-visitor research. Online surveys and small discussion groups with people who live within your catchment but have not visited, so you can see what is holding them back.

Why choose a leisure and tourism Norwich specialist

Fieldwork is where tourism research succeeds or fails. Our interviewers know Norwich, so they know where footfall actually flows, which days are quiet and how school holidays, Christmas markets and summer coach parties change the mix of people on site. That lets us build a sample that reflects your real audience rather than whoever happened to pass a clipboard on a Tuesday.

Being local also means we can be on site at short notice, revisit if a day is rained off, and brief your front-of-house team in person. You deal with the same people from first call to final presentation, and we are close enough to come and talk the findings through with your board or trustees.

Our leisure and tourism work

We do not yet have published case studies for this service, so we will not pretend otherwise. What we can say is that our leisure and tourism projects typically deliver a visitor profile, satisfaction scores by touchpoint, verbatim comments grouped by theme, and a short set of prioritised actions. Where a client has run research before, we align questions so results are comparable year on year. You can read more about our approach to leisure and tourism research on our main service page.

Areas around Norwich we cover

Norwich is our base, and Norfolk is our home patch, including the coast, the Broads and market towns such as Holt. We also run fieldwork across Suffolk, and travel regularly to London, Birmingham and Manchester for exhibitions and multi-site attractions. For national audiences we combine on-site interviewing with online surveys so you are not limited by where our interviewers are standing.

Frequently asked questions

How many visitors do we need to interview?

It depends on your footfall and how finely you want to cut the results. A single overall satisfaction score needs a smaller sample than a breakdown by visitor type, day and season. We advise on a sample size that makes each result you plan to act on statistically reliable, and we explain the trade-offs before you commit.

Will interviewing disrupt the visitor experience?

No, if it is done properly. Interviews are short, interviewers are briefed on your site rules and tone, and we position them at exits or dwell points rather than queues. Many clients find visitors enjoy being asked.

How long does a project take?

A single-wave exit survey can be designed, fielded and reported within a few weeks, subject to your opening pattern. Seasonal trackers run to a schedule agreed with you at the outset.

What do we receive at the end?

A written report with charts, the full data tables, a summary of what to do next, and a presentation to your team if you want one. The data is yours to keep.