Sports Tours International (STI)

Back to case studies listing

2011 Etape du Tour

We were commissioned by Sports Tours International (STI) to conduct a review of the 2011 Etape du Tour Program, an organised event which allows amateur cyclists to race over sections of the Tour de France route.

The aim of the research was to obtain the opinions of both the participating cyclists and staff, therefore offering a complete holistic review of the program. STI gave us the contact details of all the cyclists who went on the tour and those of their staff members.

We created an interactive online survey and then invited the contacts to take part. The survey was designed to profile customers and to provide feedback on the STI website, booking experience and pre-trip information provision. Opinions on the tour itself were also collected, as were opinions of STI staff. Qualitative data collected in the survey were used to highlight key results and to support the key conclusions.

The research delivered valuable insight which helped Sports Tours International understand their customers better and highlighted opportunities for the company to develop their offerings.


“They designed a bespoke survey for us with lots of graphics which looked great online. They were always happy to give us updates when we asked and turned the analysis and reporting around quickly. We were really pleased with the project and it's helped us improve our service, particularly the information we give to customers before their trip. Thanks very much!”

Brendan Fox, Head of Commercial, Sports Tours International