Decision statement
Choose the location archetype most likely to produce sustainable attendance and contribution: a major heartland regional mall or a city-centre mall.
Research plan · Version 2 · Demo data
A plan built around the decision.
John has translated the business question into a bounded programme. Review what the team will do, why it matters, what it will cost and what remains uncertain.
Ready for your decisionNo fieldwork or external spending begins until you approve this plan.
John Lim · AI Research Director
Decision architecture
Research objectives
- Estimate drivers of cinema choice and repeat visitation.
- Compare catchment, access, competition and positioning.
- Understand differences between family, young-adult and occasion-led audiences.
Working hypotheses
- Heartland sites support higher repeat visitation through convenience.
- City-centre sites support premium pricing and occasion visits.
- Rent and direct competition may offset central demand advantages.
Secondary workstreams
Population and catchment
This establishes the addressable audience around each location before the team asks customers about preference.
Evidence expected- Catchment size
- Household composition
Access and competition
This tests whether convenience or competitive intensity could offset apparent demand.
Evidence expected- Journey time
- Competing cinema supply
Primary methodology
What we will do
Consumer survey and seven semi-structured, consent-based browser interviews.
- Respondents
- Recent cinema-goers aged 18+, weighted toward candidate catchments.
- Recommended sample
- n=150 for directional segment analysis; the sample workspace uses a clearly labelled synthetic n=48 preview until live responses arrive.
Evidence gaps
- Willingness to travel by segment
- Premium-format price elasticity
Timing
Fourteen working days
Timing begins after plan approval and any required participant or source-access setup.Estimated cost
Combined primary + secondary estimate
Illustrative S$3,000 total for primary and secondary research.
Estimated totalS$3,000
| Cost area | What it covers | Basis | Estimate |
|---|---|---|---|
| Secondary research | AI retrieval, synthesis, source verification and evidence traceability | Indicative model, search and quality-control usage | S$450 |
| Source access | Contingency for licensed reports, datasets or paywalled sources | Allowance; charged only when approved and used | S$250 |
| Primary research design | Survey and interview guide design, testing and approval setup | One survey and one interview guide | S$400 |
| Recruitment & incentives | Participant sourcing and compensation | Indicative allowance; varies by audience and incidence rate | S$1,200 |
| Fieldwork operations | Survey hosting, AI-moderated interviews and response processing | Directional sample and seven interviews | S$450 |
| Analysis & brief | Integrated analysis, evidence checks and decision-ready reporting | One final brief and evidence library | S$250 |
| Estimated total | S$3,000 | ||
Cost assumptions
- Figures are planning estimates, not charges already incurred.
- Secondary research is lower-cost because it is AI-led, but may still require licensed sources and verification.
- Recruitment and incentives are the largest variable costs and require approval before commitment.
Deliverables
- Evidence library
- Integrated analysis
- Decision-ready brief
Limitations
- Demo responses and transcripts are synthetic.
- Live work requires candidate-site economics and a representative sample.