Entertainment – Audience Research

World renowned orchestra was seeking to execute its new brand strategy with a renewed focus on understanding the customer experience.

Type: Customer experience

Audience: Current and lapsed concert goers

Markets: USA

Methodology:  Stakeholder interviews & workshops, cultural insights review, cocreation sessions and quantitative research

Solution

Multi-phased and including workshops, stakeholder interviews, a category/competitor audit, in person co-creation sessions to identify needs and ideate potential opportunities, followed by a quantitative audience survey and a final integrated report.

Outcome

A blueprint for understanding audience personas (i.e. needs, habits, preferences, motivations and barriers to attendance) and inspiring engagement.