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Revealing Insights with In-Depth Customer Research

Challenge

Faced with an aging audience base, a NY theater company was anticipating a decline in future ticket sales and was undecided on how to grow their customer base over the next several seasons.  The Board had generated ideas for marketing to a broader and younger audience, but was lacking an effective strategy.

Actions

  • Designed an in-depth research study to uncover the perceptions, preferences, satisfaction, and demographics of a 7,000 person database.
  • Analyzed survey results including nearly 5,000 open-ended responses and developed patron segmentation methodology to illuminate further insights into emerging trends and patterns.

Results

  • Extremely high response rate of over 15%.
  • Discovered clear patterns in income, spending habits, and show/schedule preferences amongst segments of newer and younger patrons, enabling the Board to select the marketing strategies most likely to attract this segment.
  • Revealed new insights into elements of the experience most valued by patrons and the theater’s overall economic impact, giving the Board a powerful position when negotiating with partners and vendors.

"We could never have understood our patrons to the degree we now do without DataKey’s mastery of research design and relentless analysis of the data. These findings have had a direct impact on our marketing strategy."

– Managing Director

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Contact

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Suite 110, Mt. Kisco, NY 10549
Phone:    914-945-8808
Email:    contact_us@datakeyconsulting.com