Asking the Right Questions Session 1

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

Who is attending today?
Our Organization Lifestages
Organizations Types

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”

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

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?

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

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.

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.

MARKETING PLAN MISSING LINKS
Our pre-workshop audit results

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

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.

RESEARCH PLAN CONSIDERATIONS

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

Qualitative: “Why”
Topline
Target Considerations

Quantitative: “Who” and “What”
Topline
Target Considerations

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.
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

APPLYING TODAY’S KEY LEARNING TO THIS CLASS

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.

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

Stay Connected to Your Learning Circle
See you at our next session on 11/3 in this same room from 9am-noon.

Asking the Right Questions Session 1

by Arts Engagement Exchange on Dec 06, 2010

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