Asking the Right Questions Session 1
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Asking the Right Questions Session 1 Asking the Right Questions Session 1 Presentation Transcript

  • Asking the Right Questions: Using Research to Build Your Arts Audience “ Psychographics and the Customer Experience” Arts Engagement Exchange Learning Circle Series Session 1 27 October 2009
  • Our Agenda
    • Intro to “Asking the Right Questions” Series
      • Session 1: Issues I need to research
      • Session 2: Who I want to see more
      • Session 3: Wrapping up my plan
    • Role of Research: Link Issues with Opportunity
    • Our Responsibility as Market Researchers
    • Applying in “real time” to my Organization
    10/27/09 – Session One "Asking the Right Questions"
  • “Asking the Right Questions”
    • Our Learning Objective
      • What you asked us to teach
      • What we will NOT be covering
    • How did we use the initial interest survey?
      • We built a Psychographic profile of this class
    • What did we discover during the Audit?
      • Our #1 Challenge for the LC and possible solutions
    10/27/09 – Session One "Asking the Right Questions"
  • Who is attending today?
    • Our Organization Lifestages
    • Organizations Types
    10/27/09 – Session One "Asking the Right Questions"
  • Link Research to Your Business Plan
    • It’s the first step in our Marketing planning cycle
      • Focus on understanding the best, most practical business solutions
      • We call this “defining the research problem”
    10/27/09 – Session One "Asking the Right Questions"
  • Our Responsibility as Experts 10/27/09 – Session One "Asking the Right Questions"
  • Rapid Cognition
    • An art historian who correctly intuits that a sculpture is a fake despite the same sculpture having been authenticated after months of study by museum experts.
    • A Behavioral expert who watches 15 minutes of videotaped conversation between couples and predicts with 90% accuracy who will stay together and who will be divorced 5 years later.
    • Snap judgments that get right at the truth of the question with no evidence
    10/27/09 – Session One "Asking the Right Questions" Malcom Gladwell “ Insight is not a light bulb that goes off inside our heads. It is a flickering candle that can easily be snuffed out.”
  • Audience Research is Intuitive
    • Why Do We Use It?
    • Understand the other players in our arts and entertainment landscape
      • Complete category overview, levels of success and potential cross-over between and among audiences
    • Get to know our audience
      • Who they are, preferences, frustrations, and attendance patterns
    • How Does It Help Me?
    • ID opportunities and solve problems
    • Improve organization management
    • Influence decisions on budgets, fundraising and promotion
    • Prioritize spending and seek funding
    • Identify potential new audiences
    • Predict future audience behavior
    10/27/09 – Session One "Asking the Right Questions"
  • Audience Research Types 10/27/09 – Session One "Asking the Right Questions"
  • Research Should Focus on a Target
    • 1. Pick a Target with Potential
    • Identifiable
    • Accessible
    • Sizeable
    • Stable
    • Unique Needs
    • 2. Group them into Segments
    • Segmentation Variables (examples)
      • Descriptive
        • Demographics
        • Geography
      • Behavioral
        • Psychographics
        • Benefit Expectations
    • What would you add?
    10/27/09 – Session One "Asking the Right Questions"
  • John Steinbeck (U.S. Novelist)
    • from How We Lead Matters: Reflections on a Life of Leadership by Marilyn Carlson Nelson.
    10/27/09 – Session One "Asking the Right Questions" “ Tourists are very valuable to the modern world. It’s very difficult to hate people that you know.”
  • Pop Quiz: My favorite arts event… 10/27/09 – Session One "Asking the Right Questions"
  • Why Psychographics?
    • Philippe Ravanas, Professor, Columbia College Chicago held a learning circle in the Spring 2009 for AEE members.
    • Summaries of the participant findings reflect a powerful view at a new way to segment different Arts audiences based upon the needs pyramid developed by Abraham Maslow .
    • What Is Transformative in the arts?
    • Ability to see the work in a new, meaningful way
    • Expand capacity for empathy for the other: heightened perception of your oneness
    • A deeper recognition of yourself and your passion & capabilities
    • An opening up & awareness of your own “emotional well”
    • An appreciation for the purity & power of beauty
    10/27/09 – Session One "Asking the Right Questions"
  • 10/27/09 – Session One "Asking the Right Questions"
  • 10/27/09 – Session One "Asking the Right Questions"
  • 10/27/09 – Session One "Asking the Right Questions"
  • Marketing Evolution: More Segments of Tribes
    • Mark Rovner , a heretic galvanizing the mavericks of the nonprofit world to challenge the status quo.
    • Tasmin Little , a noted violinist leading a worldwide quest to introduce classical music to children.
    • Micah Sifry , a writer and editor who organizes and provokes political activists from both sides.
    • Susan Sobbott , an American Express executive who spends her day (and her dollars) finding, leading, and connecting small-business owners.
    • A Tribe is any group of people, large or small, who are connected to one another, a leader, and an idea.
    10/27/09 – Session One "Asking the Right Questions" Seth Godin “ Marketing changed everything. Marketing created leverage. Most of all, Marketing freed and energized The Tribe. If the Tribe does not like the King, they are now free to leave.”
  • You want to reach this audience? Yes.
    • Understanding how they are influenced will change your current plans.
    10/27/09 – Session One "Asking the Right Questions"
  • Is Your Marketing Plan Ready? 10/27/09 – Session One "Asking the Right Questions"
  • Your Research Plan: Factors that Matter Most
    • If you are attempting to define a new path to new audience members, then these need clear planning definitions.
    • How Do I get Started?
    • Identifying the top marketing challenges is job #1.
    • Then, translating those challenges into research questions to qualify and quantify solutions is next.
    • This will require focus and alignment.
    • A Jump Start on 2010
    • We took a look at your plans and are ready to offer a few suggestion that will set your team up for success.
    10/27/09 – Session One "Asking the Right Questions"
  • MARKETING PLAN MISSING LINKS
    • Our pre-workshop audit results
    10/27/09 – Session One "Asking the Right Questions"
  • Frame Your 2010 Foundation 10/27/09 – Session One "Asking the Right Questions"
  • Does My Marketing Plan Include?
    • Vision Statement & Goals
    • Assessment of Current Conditions
      • Macro – economy, governmental, social
      • Market / Category Analysis
      • Consumer Analysis
      • Internal Situation – company mission and vision statement, corporate, financial , long term objectives , resources, financial, etc
    • What’s Working vs What’s not Working for us?
    • Competitive Analysis
    • SWOT or Summary
    • Brand Experience Objectives
    • Marketing Strategies
    • Marketing Tactic Mix
      • Product
      • Placement
      • Price
      • Promotion
    • Shifts in Implementation
    10/27/09 – Session One "Asking the Right Questions" What Is Going On? What I Am Doing About It?
  • Translating Marketing Issues into Research Questions
    • Easy as 1.2.3.
    • Type of Research Options
    10/27/09 – Session One "Asking the Right Questions"
  • Your Turn. Give it a Try.
    • Part 1
    • What are Your Marketing Challenges today?
      • My organization
      • My competition
    • Use your current plan to define the #1 issue for 2010
      • Pick ONE issue only
        • This is the MOST important question for impact on 2010
    • Part 2
    • Translate those challenges into research questions for my best target in 2010.
      • Create ONE question per organization.
        • This is the MOST important question for impact on 2010
    10/27/09 – Session One "Asking the Right Questions"
  • RESEARCH PLAN CONSIDERATIONS
    • Our pre-workshop audit results
    10/27/09 – Session One "Asking the Right Questions"
  • Your Research Plans Are Evolving 10/27/09 – Session One "Asking the Right Questions"
  • A Fork in the Road
    • The Right Question Defines…
    • A Unique Target
    10/27/09 – Session One "Asking the Right Questions"
  • Qualitative: “Why”
    • Topline
    • Target Considerations
    10/27/09 – Session One "Asking the Right Questions"
  • Quantitative: “Who” and “What”
    • Topline
    • Target Considerations
    10/27/09 – Session One "Asking the Right Questions"
  • A Survey Deep Dive?
    • This is a high area of interest for many of you
    • We will cover this in greater detail with in-class workshop on 11/3
    10/27/09 – Session One "Asking the Right Questions" Make copies of Survey 25
  • Your Turn. Give it a Try.
    • Part 1
    • What is your #1 challenge as a research questions for my best target in 2010.
      • Pick ONE question per organization.
        • This is the MOST important question for impact on 2010
    • Part 2
    • What types of research should I do today to get that answer?
      • Need to do now
      • Nice to Have Later
      • Hurdles to Overcome
      • Possible solutions
    10/27/09 – Session One "Asking the Right Questions"
  • APPLYING TODAY’S KEY LEARNING TO THIS CLASS
    • Our pre-workshop audit results
    10/27/09 – Session One "Asking the Right Questions"
  • How would you describe your organization's lifestage?
  • Lifestage vs. Ask Audience Opinion
  • Ask Audience Opinion vs. Information Used *select all that apply
  • If You Remember One Thing…
    • Many types of people make up an audience
    • Understanding how to segment that audience and research “who, “what” and “why” can make organizations profitable and happy
    • It just takes practice.
    • And, practice leads to confidence.
    10/27/09 – Session One "Asking the Right Questions"
  • Homework? Yes.
    • Discover
    • My psychographics approach to audience segments that I plan to use to focus my 2010 Marketing Plan priorities
    • #1 business challenge for my #1 target – what is the solution worth in revenue?
    • The best research methods to define the solution options for my target?
    • Debate
    • Set time to connect with your team to review your POV prior to class
    • Prepare this SINGLE slide overview in ppt to outline your organization’s plan
    • Deliver
    • Send that ppt to Kelley and Brenda by noon on Monday, November 2 via email in preparation for your share out during class
    10/27/09 – Session One "Asking the Right Questions"
  • Stay Connected to Your Learning Circle
    • See you at our next session on 11/3 in this same room from 9am-noon.
    10/27/09 – Session One "Asking the Right Questions"