Developing Audience Insight: Arts and Entertainment Experience (Un)marketing

@drkellypage!/drkellypage!Date: 10/7/13!
^ Entertainment “Experience”
UnMarketing
Arts &

What is Audience & Market Research?
“The systematic and objective identification, collection,
analysis, dissemination and use of information that is
undertaken to improve decision making related to
identifying and solving problems in marketing”
(Malhotra, 2009: 30)
Opportunistic?
Identify the market and/or community of interest
Helps in decision making for resource allocation
Insightful?
Marketing research is the key to understanding the environment
Provides information for altering marketing


More
Academic

More
Consultancy

Types of Audience Research

The Functions of Experience Research
How is it used by decision makers?
1.  Descriptively – the gathering and presenting of
statements of fact
•  e.g. 55% of customers are male, etc.
2.  Diagnostically – the explanation of data or
actions
•  e.g. What do audiences want? Why do
audiences behave that way?
3.  Predictively – specification of how to use
descriptive and diagnostic research to predict
the results of a planned marketing decision
•  e.g., what will audiences do?
3.  Evaluative – to review communications
activities and evaluate their effectiveness for a
program of work
•  e.g., what was the reach of the social media
campaign

Audience
Research
is
Intui6ve

Understand
the
other
players
in
our

arts
and
entertainment
landscape

Ø Complete
category
overview,
levels

of
success
and
poten7al
cross-‐over

between
and
among
audiences

Get
to
know
our
audience

Ø Who
they
are,
preferences,

frustra7ons,
and
a<endance
pa<erns

How
Does
It
Help
Me?

•  Iden7fy
opportuni7es
and
solve

problems

•  Improve
organiza7on

management

•  Inﬂuence
decisions
on
budgets,

fundraising
and
promo7on

•  Priori7ze
spending
and
seek

funding

•  Iden7fy
poten7al
new
audiences

•  Predict
future
audience
behavior

Evaluative Research
•  Audience analysis by syndicated research companies
•  Exposure ratings use both gross and cumulative
measures such as GRP, CPP and CPM.
•  Advertising Research
•  Measures who sees the ad, the page, the content
•  Determines audience response to content
•  Evaluates effect of ad through sales data
•  Nielsen Media Research tracks product placement
ratings
•  Alexa and Quantcast as emerging models for digital
audience research

The Functions of Research II
Broad decisions
•  Which new audiences to reach (Older/younger)
•  Which new features to introduce (Sustainable)
•  Which new partner opportunities to pursue (Apps).
Narrow decisions
•  Communication effectiveness
•  Experience/Event positioning
•  Ticket Sales tracking
•  Monitoring audience satisfaction

The Functions of Research III
How is MR predominantly used by decision makers?
-  The quest for audience satisfaction
-  The quest for audience retention
-  The quest for audience participation
-  The quest for increased WOM
-  The quest for share of wallet
-  The quest for share of voice
-  The quest for sustainability
(Claes Fornell - Founder of the American Customer Satisfaction Index & Professor of
Marketing, University of Michigan)

Airline
War
Goes
Social;

Who's
winning
in
the
BA

versus
Virgin
Atlan9c

ba;le?

When shouldn’t audience/community research be used?
1.  Resources are lacking
2.  Research results wouldn’t be useful/used
3.  The opportunity has passed
4.  Decision making information already exists
5.  Costs outweigh Benefits…
6.  When it is just to justify a decision… (95% of women…)


WHY?

The Research Process

(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research

Link Research to Your Communications Plan
•  It’s
the
ﬁrst
step
in
your
planning
cycle

–  Focus
on
understanding
the
best,
most
prac7cal
solu7ons
for
insight

–  We
call
this
“deﬁning
the
research
problem”

The
Problem

•  What
is
the
Experience/
Event
Issue?

•  example:
less
people
are

a<ending
our

performances

•  example:
poor

par7cipa7on
at
our

event

The
Ques7on

•  Re-‐state
the
issue
in

research
terms

•  example:
why
do
less

people
buy
7ckets
to
our

performances?

•  example:
why
do
people

not
par7cipate
/
are

passive
at
our
event

The
Research
Proposi7on

•  Decide
what
type
of

research
to
do
and
how

it
will
provide
insight
to

the
issue

•  example:
survey

audiences
that
a<ended

single
events
vs.
mul7ple

events


HOW?

WHY?


(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research

STAGE 2:
Creating of the Research Design
Types of Research Designs
1. Exploratory:
•  To explore, further define or understand further the problem/opportunity at
hand
•  Secondary Data; Qualitative – interviews, focus groups
2. Descriptive:
•  To describe and provide insight to the who what, where, when and how
questions.
•  Secondary Data; Cross sectional & Longitudinal Surveys; Statistical Data
Analysis
3. Causal:
•  To establish cause-&-effect thus whether the value of one variable (IV)
influences the value of another variable (DV).
•  Secondary Data; Cross sectional & Longitudinal Surveys; Experiments; Time
Sequence; Systematic Elimination

STAGE 3:
Choosing a Research Method
Qualitative Versus Quantitative Research
Qualitative Research
Exploratory
To gain a qualitative
understanding of the underlying
reasons and motivations
Small number of non-
representative cases
Unstructured
Non-statistical
Develop an initial understanding
Secondary Research,
Observation, Interviews, Focus
Groups
Objective
Type of Study
Sample
Data Collection
Data Analysis
Outcome
Methods
Quantitative Research
Descriptive, Causal
To quantify the data and generalize
the results from the sample to the
population of interest
Large number of representative cases
Structured
Statistical
Recommend a final course of action
Secondary Research, Surveys,
Experiments

Classification of Segmentation Variables
Measurement
Objec7ve Subjec7ve
General
Level

(Par%cipants)

(e.g.,
audience

profile)
Age

Educa7on
Level

Geographic
Area

Family
life-‐cycle
Lifestyle

General
Values

Personality
Domain-‐specific

Level

(Par%cipa%on
with

A&E
Type
of

Experience)

(e.g.,
immersive

theater)

Usage
Frequency

Subs7tu7on

Complementary
Percep7on

AYtude,
preference,

interests,
opinions,

domain-‐specific
values
Specific
Level

(Our
Branded

Experience)

(e.g.,
Redmoon

experience)
Brand
loyalty
(behaviour)

Recency,
Usage
Frequency,

Monetary
Value
(RFM)
Brand
loyalty
(aYtude)

Brand
preference

Purchase
inten7on

WHO?

WHY?


(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research

STAGE 4:
Selecting the Sampling Procedure
Samples & Populations
•  Census Sampling…
•  Probability Sampling:
‘Every case (person) in a population has a statistically equal
probability of being selected for research’.
•  Non-probability Sampling:
‘Not every case (person) in a population has a statistically equal
probability of being selected for research’.
Chicago
Arts
Ins9tute:
Not
only
picked
a
sample

of
arts
students
but
one’s
who
had
the

characteris%cs
to
be
brand
ambassadors
of
the

future…


WHY?


(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research
HOW?

Topline

Approach

•  Focus
on
quality

•  Designed
to
“ask
why”
people

act
on
mo7va7ons
for
decisions

Method

•  Observa7ons

•  In-‐depth
interviews

•  Focus
Groups

Skill

•  Challenging
for
small,
mid-‐size

arts
organiza7ons

•  Need
experienced
researchers

Audience
Considera6ons

Qualitative: Why?

Observation Research
•  Two Main Approaches:
•  Participant observation involves interaction with those being
watched.
•  Ethnography (NTW, Southbank Centre, Redmoon Theater)
•  ‘Going Native’ --- Hanging out with people.
•  Non-participant observation involves no interaction with the
participants.
•  Human (watching) / (lurking)
•  Electronic methods (Camera; Apps)
•  Quantcast, Web Trends Analytics

Quantcast
h<ps://www.quantcast.com/

Alexa
h<p://www.alexa.com/

Focus Group
An interview conducted by a trained moderator among a small group of respondents
in an unstructured and natural manner.
•  Discussion group involving 8-12 people
•  Last from 1-3 hours
•  Relaxed environment
•  Incentivized
•  Requires a homogenous group of participants
•  Aims to establish group consensus / difference of opinion
•  Considerations when using FG’s:
(a)  Selecting respondents
(b) Choosing a venue
(c) Client involvement
(d) How many focus groups?
(e) Record keeping
(f) How do I moderate a focus group?

Interviews
What is a depth interview?"
•  ‘An unstructured, direct, personal interview in which a single
respondent is probed by a highly skilled interviewer to uncover
underlying motivations, beliefs, attitudes, and feelings on a
topic’.!
Properties of a depth-interview:"
•  20 minutes-1 hour!
•  The interviewer has pre-planned questions, but then
encourages the respondent to talk freely about his/her
opinions towards an issue!
•  Interviewer follows up with probing questions!
•  Good interviewers listen to a greater extent than talk!

The Discussion Guide
1. Why do we need a guide / schedule?
•  To help in formulating the research
•  To ensure all questions are covered
•  To improve reliability between
interviews / FG’s
•  As a safety net for the researcher
2. Properties of the guide / schedule:
•  Best kept to one-two pages.
•  Have a checklist of preamble:
•  Consent forms, format, timings,
incentives
•  Rules (if a FG)
•  Have some introduction:
•  Breaking the ice
Have the main questions:
•  Use the filter approach – can be very
structured and specific or very loose
and open-ended depending on the
study.:
•  If interested in separate themes,
break this into topics of discussion:
e.g.
•  Attitudes
•  Intentions
•  Behavior
3. Close - Have a checklist of key information
•  Confidentiality
•  Follow-up queries
•  Result summary (?)

Quantitative: “Who” and “What”
Approach

•  Focus
on
quan7ty

•  Designed
to
“count”
people

with
spec
behavior
or
aYtudes

Method

•  Survey

•  Ques7onnaire

Skill

•  Simple
for
small,
mid-‐size
arts

organiza7ons

•  Easy;
No
specialist
required

•  Topline
Audience
Considera6ons

Questionnaire Design

Questionnaire Design Process
Measurement Types:
•  Measurement
–  The process of assigning numbers or labels to person’s, objects,
or events in accordance with specific rules for representing
quantities and qualities of attributes e.g., Biological Sex: 0 =
Males, 1 = Female
•  Levels of Measurement
–  Nominal (a)
–  Ordinal (b)
–  Interval
–  Ratio
b)
How
frequently
do
you
use
the
Internet?

Once
a
month

1

Twice
a
month

2

Once
a
week

3

Twice
a
week

4

a)
Please
indicate
your
gender?

Male

0

Female

1

Question Response Format
Open-ended questions"
•  Participant responds in own
words!
•  Open response option (a)!
"
Close-ended questions"
•  Participants required to choose
from a pre-determined list of
answers!
•  Dichotomous (b)!
•  Multichotomous c)!
"
Partially open-ended (d)"
b)
Have
you
used
the
Internet
today?

Yes

No

c)
Which
best
represents
your
age?

a)
Under
17

d)
36-‐50

b)
18-‐25

e)
51-‐65

c)
26-‐35

f)
66+

d)
What
is
your
preferred
brand
of
car?

BMW

Mercedes

Ford

Other
(please
specify)
________________

a)
Why
is
brand
X
be<er?

Question Wording
•  Objectionable questions
–  How old are you? ________________ (Too Direct)
–  Please indicate your age: (Better)
•  Bias in more than one direction
–  Are you against same sex marriage and in favour of legislation
to ban it? (Biased)
–  What is your view of same sex marriage? (Less Bias)
•  Emotionally charged words
–  Was the government negligent by ignoring the views of the
people whom were opposed to the war in Iraq? (Emotional)
–  Given the views expressed against the ware in Iraq, what
should have the government done? (Less Emotional)

Question Wording II
•  Estimation questions
–  What is your yearly cat food expenditure? (Too difficult)
–  Approximately how much do you spend per week on your
cat food?: (Easier)
•  Double-barreled questions
–  Do you like rap and rock music? (Two questions)
–  Do you like rap music? (One question)
–  Do you like rock music? (One question)
•  Double negatives
–  Do you dislike it when people don’t wipe their feet when
entering your home?

Flow & Layout
General Guidelines:
•  Divide the questionnaire into sub-sections
•  Use Times Roman for the text (or Arial)
•  Don’t put too much information on a page
•  Makes the questionnaire look complex reducing uptake
•  Use vertical columns for lists
Suggested Layout:
•  Screening questions: Use to identify appropriate respondents
•  Questions to gain interest (Warm-ups): Easy to answer questions
•  General Questions: e.g., behavioral question about purchase/usage
•  Difficult & Complicated questions - e.g. attitudes, rankings etc
•  Position sensitive, threatening, and demographic questions at the end -
e.g., age, income etc.
•  Distinguish instructions - e.g., capitals, italics

Google Forms

Survey Monkey
h<ps://www.surveymonkey.com

Analytical Design
Qualitative Data
•  Sorting and categorization of interview text is used to identify
emerging themes
•  Top-of-mind preferences are used to answer the question
‘why’
•  Projective techniques yield patterns
•  Triangulation uses multiple methods to authenticate the data
collection and analysis
"
Quantitative Data"
•  Descriptive statistics: frequencies, cross-tabulations,
correlations. !
•  Multivariate statistics: regression, SEM etc!

DISSEMINATE

WHY?


(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research
HOW?

How would you describe your audiences lifestage?
0
2
4
6
8
10
12
Infancy Teenager Newlyweds Parents The Golden
Years
Frequency

Lifestage vs. Frequency of Use
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Infancy Teenager Newlyweds Parents The Golden
Years
Frequency
Rarely
Occasionally
Regularly
Frequently

Audience Frequency of Use vs. Information Used
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Frequently
Regularly
O
ccasionally
Rarely
Frequency
Advocacy/Activism
Personal Satisfaction
Purchase behavior
Demographic
*select all that apply


Problem
Addressed/Insight?

WHY?


(2)
Creating of the
Research
Design
(4)
Selecting the
Sampling
Procedure
(5)
Collecting the
Data
(6)
Analyzing the
Data
(7)
Writing and
Presenting the
Report
(8)
Follow-up
(1)
Identification of
the Problem
and Statement
of Objectives
(3)
Choosing the
Method of
Research
HOW?

Developing Audience Insight: Arts and Entertainment Experience (Un)marketing

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