What Angus & Associates does

Angus & Associates is a privately held, founder-led research and strategy consultancy headquartered in Wellington, New Zealand, established in 2002 by Managing Director Cristine Angus. The firm delivers strategic planning, feasibility studies, market intelligence, customer experience research, and event evaluation services to public and private sector clients. Its reputation was built over two decades in the New Zealand tourism industry, but the firm has since broadened its client base to include central and local government agencies, regional development bodies, sports organisations, arts and events operators, and enterprises across hospitality, transport and accommodation. Core team headcount is 10–15 staff supported by a regional network of research coordinators conducting face-to-face intercept surveys in Queenstown Lakes District, Northland and Wellington. Angus & Associates holds All-of-Government supplier status for NZ government procurement and maintains membership in the Research Association New Zealand and Australian Market & Social Research Society.

Service delivery is anchored by proprietary products and technology. The in-house Get Smart survey and insights platform, evolved over more than a decade under a dedicated Lead Developer, supports mobile responsiveness, offline data capture and custom question types, and underpins data collection across client projects. Syndicated programmes include the award-winning Visitor Insights Programme (combining online Market Perceptions surveys with in-region Visitor Experience intercept surveys), Views on Tourism© (a registered trademark launched in 2017 that benchmarks community sentiment toward tourism across multiple countries), and the Employee Experience (EX) subscription platform measuring workforce engagement, satisfaction, leadership and culture. The firm monetises through a hybrid of professional services consulting engagements and recurring subscription revenue from its syndicated programmes, with membership-discounted access offered to Tourism Industry Aotearoa and Hospitality New Zealand members.

Angus & Associates' named customer base spans enterprise (Accor, World of WearableArt, Wellington Cable Car, Holiday Parks NZ, YHA NZ, Wellington Airport), government (Department of Conservation, Sport New Zealand, Auckland Unlimited, Fáilte Ireland, Tourism Events Queensland, Central Otago District Council, Destination Rotorua) and non-profit/industry bodies (Tourism Industry Aotearoa, Te Matatini, Tourism Industry New Zealand Trust). The firm states it has assisted hundreds of organisations across New Zealand, Australia, Europe, North America and the Middle East. The company is entirely bootstrapped, with no identified external investors, parent company or public listing, and is led by its founder alongside a Research Director, Chief Revenue Officer for Get Smart, Lead Developer, Customer Experience Manager, Research Analyst, Quantitative Research Specialist and Client & Research Operations Associate.

Name

Angus & Associates

Legal name

Angus & Associates Limited

Website

https://angusassociates.co.nz

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Angus & Associates is a Wellington-based research and strategy consultancy providing strategic planning, market intelligence, customer experience and survey-based insights to government agencies and enterprises across tourism, hospitality, sports and events sectors, supported by its proprietary Get Smart survey platform and syndicated programmes.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910), Other Scientific and Technical Consulting Services (54169), Management, Scientific, and Technical Consulting Services (5416)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Real Estate Market Research & Economic Advisory (Demand/Supply, Location Analytics) (BPAJANAD)

akta.pro secondary industry

Hospitality (Hotels & Resorts) Asset Management (BPAJAMAE)

Keywords

• Market research services
• Strategic planning consulting
• Visitor insights analytics
• Employee engagement research
• Tourism market intelligence

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Strategy Consulting: Professional consulting services including strategic planning, feasibility studies, market intelligence, and evaluations for public and private sector clients.
2. Employee Experience Platform: Subscription-based Employee Experience platform providing actionable insights for workforce engagement, with membership discounts available for Tourism Industry Aotearoa and Hospitality New Zealand members.
3. Visitor Insights Programme: Award-winning visitor research programme with syndicated and custom modules for regional tourism and economic development agencies.
4. Views on Tourism© Programme: International community sentiment measurement programme spanning multiple countries with national benchmarks, operating since 2017.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Angus & Associates is a New Zealand-based research and strategy consultancy that delivers strategic planning, feasibility studies, market intelligence, customer experience research, and events & evaluations services to public and private organisations. Its portfolio is anchored by proprietary recurring research programmes including the Visitor Insights Programme (VIP), Views on Tourism© community sentiment benchmarking, and an Employee Experience platform, all built on its in-house Get Smart survey and insights technology.

Product overview

Angus & Associates operates as a research and strategy consultancy offering a portfolio of specialized services and proprietary research programmes. The core service offerings include Strategic Planning, Feasibility Studies, Market Intelligence, Customer Experience, and Events & Evaluations. These services are supported by proprietary research programmes: the Visitor Insights Programme (VIP) with Market Perceptions and Visitor Experience modules; Views on Tourism© (operating since 2017) for community sentiment benchmarking; and the Employee Experience (EX) Platform for workforce engagement measurement. The Get Smart proprietary survey and insights platform underpins multiple programmes, with development led by a dedicated Lead Developer.

Differentiator

Problem solved

Functional benefit

Brands

• Visitor Insights Programme (VIP): Award-winning programme measuring visitor perceptions and experiences, including Market Perceptions and Visitor Experience modules.
• Views on Tourism©
• Employee Experience (EX)

Products and services

• Strategic Planning
• Feasibility Studies
• Market Intelligence
• Customer Experience
• Events and Evaluations
• Customer Insights Programme
• Views on Tourism©
• Visitor Insights Programme (VIP)
• Employee Experience (EX) Platform
• Get Smart

Quantifiable outcome

• More than 5,000 survey respondents captured annually in Visitor Insights Programme
• +2 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DTM TourismcoreStrategic or Co-development PartnerDTM Tourism appointed as Approved Delivery Partner to further expand the global reach of the Views on Tourism© programme. This partnership extends the programme's international footprint.
• Get SmartcoreTechnology or IntegrationGet Smart is Angus & Associates' online survey platform, used for data collection across client projects. The platform is supported by dedicated team members including Lead Developer Romain Louis and CRO Samantha Howarth.
• Tourism Industry AotearoaminorGTM or Marketing PartnerMembership discount provider for Employee Experience platform. TIA members receive discounted access to the employee insights programme.
• Hospitality New ZealandminorGTM or Marketing PartnerMembership discount provider for Employee Experience platform. Hospitality NZ members receive discounted access to the employee insights programme.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Phocuswright: Global travel industry research and consulting firm producing syndicated research, custom studies, and strategic advisory for tourism clients; closest large-scale analog in tourism-specific market research.
• Destination Analysts: US-based tourism research firm specializing in visitor sentiment, travel intent, and community sentiment tracking; structurally similar to Angus & Associates' Views on Tourism© and Visitor Insights Programme products.
• Research New Zealand: NZ-based public sector and social research firm conducting surveys and strategic research for government and private clients; directly comparable in methodology, NZ government supplier status, and mixed-method research approach.

Broad incumbents

• Ipsos New Zealand: Global research firm operating in NZ across public and private sectors, including tourism, customer experience, and employee engagement; competes at scale that Angus & Associates cannot match but addresses overlapping client needs.
• Roy Morgan Research: Australia/NZ-based market research company with extensive longitudinal data products and consumer tracking; overlaps with Angus & Associates in survey-based research and benchmarking.
• STR (CoStar Group): Global hospitality data and benchmarking firm serving hotels, tourism destinations, and economic development agencies; overlaps with Angus & Associates in providing performance benchmarks for tourism clients like Accor and Holiday Parks NZ.
• NielsenIQ New Zealand: Major data and analytics firm offering consumer insights and market intelligence; competes indirectly through consumer behaviour data that overlaps with Angus & Associates' market intelligence and customer experience offerings.
• Kantar (New Zealand): Global market research firm with NZ operations (formerly Colmar Brunton), offering consumer insights, brand research, and customer experience measurement; competes with Angus & Associates for customer experience and brand tracking work.

Regional players

• Tourism Research Australia: Government-backed tourism research body providing national visitor statistics and insights across Australia; directly comparable to Angus & Associates' Visitor Insights Programme and Views on Tourism© in scope and methodology.

Others

• New Zealand Tourism Sustainability Commitment: Industry sustainability framework body that complements Angus & Associates' social licence and community sentiment research; operates in adjacent ecosystem supporting tourism sustainability evidence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/angus-&-associates

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Angus & Associates