Research: An Important Tool for Your Marketing Tool Kit

Research is an often underutilized tool for developing strategy in a non-profit theatre. Yet it can take the guesswork out of many decisions you need to make since it tells you what your customers think about issues and what they want. Using real examples of how research has helped Goodspeed Musicals build its audience and member base, this webinar will teach you the ins and outs, the dos and don’ts, for conducting survey research and focus groups with various segments of your audience and prospective audience.

Led by Dan McMahon (Director of Marketing and Public Relations, Goodspeed Musicals) and Mark Shugoll, Ph.D. (Chief Executive Officer, Shugoll Research)

• 2:26 – Mark Shugoll and Dan McMahon introduction
• 4:42 – Background on marketing research and benefits
  • 5:19 – Defining marketing research
  • 7:09 – Why use market research?
  • 8:44 – Examples of market research studies for arts organization
• 13:24 – Classifications of research design: secondary research vs. primary research
• 19:34 – Qualitative & quantitative research
• 21:54 – Types of research
• 23:06 – The market research process in a theatre using Goodspeed as an example
• 28:00 – Finding the right company to choose someone you’re comfortable with
• 30:09 – Showing Goodspeed’s real research result
  • 30:49 – Goodspeed’s methodology
  • 32:06 – Quantitative survey sample sizes
  • 33:57 – Data/Results: “Reasons For Attending Goodspeed”
  • 38:19 – Data/Results: “Images of Goodspeed”
  • 39:58 – Data/Results: “Words That Describe the Shows at Goodspeed”
  • 42:11 – Data/Results: “Familiarity with Type of Work at Goodspeed”
  • 42:58 – Data/Results: “Audience Satisfaction with Goodspeed”
  • 45:17 – Data/Results: “Subscriber Satisfaction with Goodspeed”
  • 47:30 – Data/Results: “Reasons For Not Attending Goodspeed”
  • 48:23 – Data/Results: “Reasons For Not Attending Goodspeed More Often”
  • 49:28 – Data/Results: “Potential Impact of Strategies to Increase Attendance”
  • 51:11 – Data/Results: “Current Single Ticket Buyer and Lapsed Subscribers Interested in Subscribing In the Future”
  • 51:43 – Data/Results: “Single Tickets Buyer Attendance at Goodspeed in the Last Year”
  • 52:05 – Data/Results: “Interest in Winter Shows”
  • 52:30 – Data/Results: “Theaters Attended at Goodspeed”
  • 53:01 – Data/Results: “Interest in Attending The Norma Terris in the Future”
  • 53:45 – Conclusion of Goodspeed’s Experience
• 55:09 – Using incentives for surveys and focus groups
• 57:38 – Conclusion and last minute comments

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