Milieu Insight Partners with GSIQ to Deliver Targeted Consumer Insights for Sports and Tourism Sectors

23 January - London & Singapore: Milieu Insight, an award-winning global leader in digital survey and brand tracking technology, has announced an exclusive partnership with GSIQ, a global research and insights agency. Together, the companies aim to enhance data-driven decision-making in the sports, sponsorships and tourism industries. The collaboration integrates Milieu Insight’s advanced audience profiling and analytics tools with GSIQ’s sector expertise to address the frequent challenges faced by these markets.

Supporting Business Growth in Sports and Tourism

The sports, sponsorships and tourism industries face increasing pressure to anticipate consumer behavior and deliver personalized experiences. Personalization in travel and tourism has become essential for meeting evolving expectations, underscoring the importance of precise and actionable insights.

The collaboration leverages Milieu’s advanced technology, recognized for its precision and adaptability, alongside GSIQ’s expertise in media research, sponsorship valuation, and consumer insights. Milieu’s cutting-edge tools serve as the foundation for delivering tailored, data-driven solutions, enabling businesses to make informed decisions and stay ahead in dynamic markets. The partnership addresses key industry challenges such as:

• Predicting shifts in consumer behavior and preferences.
• Delivering insights tailored to regional and cultural differences.
• Supporting real-time decisions for events and long-term strategies.

By leveraging their combined expertise, Milieu and GSIQ are positioned to empower organizations in these sectors to adapt and thrive in a dynamic environment.

The exclusive partnership will allow GSIQ to harness Milieu’s intuitive consumer insights tools, further enhancing GSIQ's ability to deliver dynamic, data-driven strategies for clients in sports, sponsorships and tourism. "We have been deeply impressed by Milieu’s technical expertise and their team’s impressive achievements over the past seven years,” said Frank Saez, Chairman, GSIQ. “Milieu’s tools offer an intuitive user experience that aligns perfectly with our mission to bring best-in-class solutions to the sports and tourism markets."

Leadership Driving Strategic Expansion

Founded in 2016, Milieu Insight has established itself as a trusted provider for some of the world’s top brands, delivering powerful online survey tools, brand tracking, and profiling solutions. Milieu Insight’s recently appointed CEO, Sundip Chahal, brings extensive experience in scaling businesses and fostering strategic partnerships, aligning with the goals of this collaboration. Under his leadership, Milieu is adapting its tools to meet the needs of sports, sponsorships and tourism businesses. Gerald Ang, now COO of Milieu, continues to play a pivotal role in shaping the company’s global strategy, ensuring seamless adaptation and delivery of their insights technology to these key industries.

Frank Saez, Chairman of GSIQ and former CRO of YouGov, leads GSIQ’s mission to transform data-driven decision-making in the sports, sponsorships and tourism sectors. Since its inception in May 2024, GSIQ has achieved significant growth, supporting over 100 clients across five regions. Saez’s extensive industry experience and strategic leadership establish GSIQ as a reliable partner for delivering insights that enhance audience engagement and drive strategic outcomes.

Looking Ahead at Understanding Underserved Markets

By equipping businesses in Southeast Asia with advanced consumer insight tools, the partnership between Milieu Insight and GSIQ will:

• Enable targeted growth. Businesses can better tailor their offerings to the unique cultural and regional dynamics of this diverse market.
• Promote scalable development. Data-backed strategies will allow organizations to plan for long-term success while aligning with local economic and environmental priorities.
• Unlock new revenue streams. Improved understanding of consumer preferences will help brands create more engaging experiences, leading to increased customer loyalty and revenue.

This initiative is particularly important for the sports and tourism industries, which thrive on audience engagement and market adaptability. Addressing these gaps in Southeast Asia not only supports regional growth but also strengthens the global positioning of these industries by expanding their reach into previously untapped markets.

“Our partnership represents a stride forward for consumer insights in sports and tourism,” said Chahal. “Together, we will provide organizations with the clarity and direction needed to navigate evolving market demands.”

Navigate Emerging Trends and Drive Strategic Growth

Milieu Insight and GSIQ’s commitment to releasing joint research, white papers, and thought leadership content underscores the growing business need for robust research tools in the sports and tourism sectors. These resources will not only equip organizations with actionable insights but also foster meaningful dialogue on emerging industry trends, driving innovation and informed decision-making.

The partnership signals an exciting step forward in consumer research for both companies, driving innovation and growth in two of the world’s most dynamic sectors. By addressing the critical need for data-driven strategies, this partnership aims to empower businesses to navigate dynamic markets, anticipate consumer behavior, and deliver experiences that resonate globally.
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