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"

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

“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"

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 10/27/09 – Session One "Asking the Right Questions"

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” 10/27/09 – Session One "Asking the Right Questions"

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.”

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

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"

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? 10/27/09 – Session One "Asking the Right Questions"

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.”

from How We Lead Matters: Reflections on a Life of Leadership by Marilyn Carlson Nelson.

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"

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"

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.”

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.

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"

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. 10/27/09 – Session One "Asking the Right Questions"

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 10/27/09 – Session One "Asking the Right Questions"

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?

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

Is my marketing plan? Clear Quantified Focused Realistic Integrated Agreed upon by implementation team 10/27/09 – Session One "Asking the Right Questions"

Clear

Quantified

Focused

Realistic

Integrated

Agreed upon by implementation team

Translating Marketing Issues into Research Questions Easy as 1.2.3. Type of Research Options 10/27/09 – Session One "Asking the Right 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"

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

RESEARCH PLAN CONSIDERATIONS Our pre-workshop audit results 10/27/09 – Session One "Asking the Right Questions"

Our pre-workshop audit results

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"

The Right Question Defines…

A Unique Target

Qualitative: “Why” Topline Target Considerations 10/27/09 – Session One "Asking the Right Questions"

Topline

Target Considerations

Quantitative: “Who” and “What” Topline Target Considerations 10/27/09 – Session One "Asking the Right Questions"

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

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

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"

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

APPLYING TODAY’S KEY LEARNING TO THIS CLASS Our pre-workshop audit results 10/27/09 – Session One "Asking the Right Questions"

Our pre-workshop audit results

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"

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 10/27/09 – Session One "Asking the Right Questions"

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. 10/27/09 – Session One "Asking the Right Questions"

See you at our next session on 11/3 in this same room from 9am-noon.