Decision House

What Decision House does

Decision House is an insight-led UK consultancy founded in 2012 and headquartered in High Wycombe, specialising in primary research and analytics for the culture, tourism and leisure sectors. The company is led by two directors, Steve Mills and Jon Young — both former Directors at BVA BDRC — and operates with a small team (1–10 employees). Its offering combines bespoke research projects (customer experience assessment, audience segmentation, brand and communications development, event evaluation) with a growing portfolio of syndicated, subscription-based services. The two flagship products are Voice of the Visitor, a syndicated visitor survey service covering approximately 35 attractions with 50,000+ annual responses and monthly benchmarking dashboards, and Experience Eye, a mobile ethnography platform using GPS tracking and in-the-moment multimedia feedback to map visitor journeys.

The technology stack is built around standard primary research methodologies augmented by an in-house AI-generated sentiment analysis tool that processes unstructured visitor verbatim comments from both internal surveys and external online reviews, with themes surfaced through an online dashboard. The company also operates several trade-association-branded syndicated programmes — most notably the 30-year ALVA Financial Benchmarking Survey, ALVA Public Sentiment Surveys, the ALVA Attractions Recovery Tracker, the ALVA Visitor Recovery Benchmarking, and the Commercial Performance Barometer for the Association for Cultural Enterprises (covering 200+ venues). Revenue is generated through a mix of professional services fees for bespoke consultancy and annual subscriptions for syndicated services, with published pricing starting from £2,250 + VAT for Voice of the Visitor and tiered ALVA member pricing from £410 + VAT per site. Go-to-market is exclusively direct, leveraging the founders' personal sector networks, content marketing via the company blog, and case-study-driven demand generation.

Name

Decision House

Legal name

Decision House Ltd.

Website

https://decisionhouse.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Decision House is a UK-based insight consultancy founded in 2012 that delivers primary research, syndicated visitor surveys and benchmarking services to cultural attractions, tourism bodies and leisure organisations across Britain and Europe.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Survey/Panel-Based Lead Capture & Co-Registration Services (BPAFAKAN)

Keywords

• Market research consultancy
• Visitor experience research
• Cultural sector insights
• Tourism market analysis
• Syndicated visitor surveys

Headquarters

HQ city

High Wycombe

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Bespoke Research Consultancy: Tailored primary research projects for individual clients addressing specific challenges in culture, tourism and leisure sectors. Projects include customer experience assessment, audience segmentation, brand research, and event evaluation.
2. Voice of the Visitor Subscription: Syndicated visitor survey service operating across approximately 35 cultural attractions with over 50,000 annual responses. Results delivered via online dashboard with benchmarking capabilities. Annual subscription model.
3. ALVA Financial Benchmarking Survey: Partnership to deliver the ALVA Financial Benchmarking Survey now in its 30th year. Collects financial performance data from UK attractions and generates benchmarks. Annual subscription with tiered pricing by membership status.
4. Commercial Performance Barometer: Monthly survey operated on behalf of Association for Cultural Enterprises tracking admissions, income and performance factors for cultural venues.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Decision House is an insight-led consultancy that conducts primary research and provides syndicated survey programmes for organisations in the culture, tourism and leisure sectors. Its portfolio includes bespoke research projects (customer experience assessment, audience segmentation, brand and communications development, event evaluation) and recurring syndicated services such as Voice of the Visitor, Experience Eye mobile ethnography, and multiple ALVA-branded benchmarking surveys.

Product overview

Decision House is an insight-led consultancy offering a portfolio of research and analytics services for the culture, tourism, and leisure sectors. The core offerings include Voice of the Visitor (visitor survey service with AI sentiment analysis and monthly dashboard benchmarking) and Experience Eye (mobile ethnography approach for real-time visitor feedback). The company also operates several ALVA-branded syndicated research programmes including the Financial Benchmarking Survey (30th year), Attractions Recovery Tracker, Public Sentiment Surveys, and Visitor Recovery Benchmarking. These services are supported by AI-powered sentiment analysis of unstructured visitor comments and comprehensive data analytics capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Voice of the Visitor
• Experience Eye
• ALVA Financial Benchmarking Survey
• ALVA Attractions Recovery Tracker
• ALVA Public Sentiment Surveys
• ALVA Visitor Recovery Benchmarking
• Commercial Performance Barometer
• Bespoke Research Consultancy

Quantifiable outcome

• Over 50,000 visitor responses collected annually across Voice of the Visitor programme
• +2 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• ALVA (Association of Leading Visitor Attractions)coreStrategic or Co-development Partner · 1 January 2025Partnership from 2025/26 for delivering the ALVA Financial Benchmarking Survey, now in its 30th year. Also runs ALVA Public Sentiment Surveys (bi-annual), ALVA Attractions Recovery Tracker (COVID-19 response), and ALVA Visitor Recovery Benchmarking programme. Decision House has worked with ALVA over many years supporting various insight projects.
• Association of Cultural EnterprisescoreStrategic or Co-development PartnerOperates the Monthly Commercial Performance Barometer on behalf of the Association, tracking admissions, income and performance factors for cultural venues. Results published monthly with over 200 sites now contributing.

Scale indicators5 records

Recent moves6 records

Direct peers

• Baker Richards: UK consultancy serving cultural and heritage venues with audience insight, income optimisation and benchmarking services. Overlaps with Decision House on cultural-attraction audience research and financial/operational benchmarking, including tiered subscription products similar to ALVA Financial Benchmarking.
• The Audience Agency: UK-based audience insight and data agency focused on arts, culture and heritage organisations. Closest direct competitor to Decision House: it provides audience research, benchmarking, and strategic insight to cultural and visitor-attraction clients using primary research, panel data and sector-wide benchmarks.
• Springboard UK: UK hospitality, leisure and visitor-attractions research charity that runs long-running benchmarking programmes (e.g. UK Hotel Forecast, leisure visitor research). Comparable to Decision House on syndicated benchmarking methodology and visitor-economy focus, with overlapping cultural/leisure client base.
• Morris Hargreaves McIntyre: UK consultancy specialising in research and strategic planning for arts, cultural and heritage organisations. Directly comparable to Decision House in target client base (museums, galleries, heritage) and service mix (audience research, segmentation, brand and strategic planning).
• Plog Research: US-based tourism and leisure research consultancy built on the Stanley Plog psychographic model, serving destinations, attractions and travel brands. Comparable to Decision House on tourism/leisure sector focus and primary-research-led consulting for visitor-economy clients.

Broad incumbents

• BVA BDRC: International market research consultancy where Decision House's two founders previously served as Directors. A broader incumbent that delivers consumer and B2B research across many sectors — Decision House is effectively a culture/tourism-focused spin-out of this larger firm, and remains a potential competitive threat as well as a feeder of clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/decision_house
• LinkedInlinkedin.com/in/steve-mills-0528661b

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Decision House