LASALLE X SHS: Rediscovering Heritage
November 2024 - April 2025
Click on this link to find out more about the project: https://sg.eduprofile.net/projects/25_shs
My teammates and I having a pre-street interview briefing outside of Wardah Books.
Photograph courtesy of my teammate, Rashad.
A market research report for Singapore Heritage Society (SHS)!
My team and I had to develop a market research report for SHS, an independent voice on heritage issues in Singapore and a non-profit heritage organisation.
We needed to produce a Market Research Report on Heritage-Themed Walking Tours to analyze the attitudes of foreign visitors and locals towards guided walking tours. We also needed to assess their preferences towards heritage-themed walking tours by conducting on-the-ground research gathering feedback from tour participants.
Additionally, a strategic plan was to be developed in the report for implementing future heritage-themed walking tours by suggesting non-guided tours ideas and recommending guidelines for balancing both guided and non-guided offerings.
We decided to conduct online surveys, which was aligned with SHS’s existing practice of data collection, and street interviews, which would provide us with deeper insights into the general public’s opinions on tour programming and their marketing preferences.
Our online surveys were targeted towards Gen Zs, Gen Xs and Millennials, ranging from local Singaporeans, international visitors and specifically participants who have been on heritage walking tours. We achieved our initial aim to get over 100 survey respondents and ended up with 112 survey respondents.
Our street interviews also exceeded the initial aim of conducting at least 18 interviews. We had ended up with over 42 interviews with over 62 interviewees.
Before conducting the online surveys and street interviews, we had to first pitch our initial research proposal to SHS.
My teammates and I pitching our initial research proposal to SHS.
Photograph courtesy of my supervisor, Shai.
My team and I also had weekly consultations with our supervisor.
My teammates and I at a weekly consultation with our supervisor.
Photograph courtesy of our supervisor, Shai.
After all the data are collected, we then had to write our market research report. We consolidated our findings and came up with 3 strategic recommendations as a group.
With the assistance of my teammates, I mainly focused on writing "Recommendation 1: Annual Key Events" under "Strategic Recommendations" in the report.
Scroll through the PDF on the right to read the full market research report.
Our final market research report.
My team and I presenting our project at the project launch.
Photograph courtesy of our supervisor, Shai.
Finally, we had to present our work, findings and recommendations at the project launch.
My team and I with our supervisor and the SHS members after the project launch presentation.
Photograph courtesy of my teammate, Audrey.
New Skills Learnt
Market Research Skills
Survey Drafting
Street Interview Skills
Market Research Report Writing