Every once in a while, we like to share what we’ve been up to, including how our research engagements have helped our clients achieve their business goals and some of the lessons learned.
This case study highlights W5’s approach and the resulting deliverables for a performing arts organization experiencing lagging ticket sales and interest among local audiences. W5’s customized research approach allowed for an initial deep dive into local community members’ entertainment attitudes and preferences before measuring the results among larger population. This process allowed W5 to not only identify preferences for the entertainment experience specific to the market itself, but also larger cultural trends influencing a movement away from the art form’s current mode of offerings.
IDENTIFYING CHALLENGES TO INFORM STRATEGIC ACTION
Though nationally renowned and highly respected, a nonprofit performing arts organization acknowledged a need to better connect with local residents to improve performance attendance. W5 partnered with the organization to identify and quantify motivations and barriers to inform sales and marketing communications.
W5 conducted two successive and complementary phases of research: qualitative focus group discussions with areas residents–some of who did, and some who did not visit the downtown arts district for entertainment and a quantitative online survey with season ticket holders, past attendees, performance hall patrons, and general area residents.