1. Asking the Right Ques.ons:
Using Research to Build Your Arts Audience
Copyright © 2009 by rTrail LLC. All Rights Reserved.
“Psychographics and the Customer Experience”
Arts Engagement Exchange Learning Circle Series
Session 4
11 February 2010

2. Our Agenda
• Goals
– Understand Barriers to Success
– Provide feedback on MRP submissions
• Plan for the Day
Copyright © 2009 by rTrail LLC. All Rights Reserved.
– Confirm examples of success in applying AEE LC
– Where we conNnue to struggle
– How to re‐structure the research conversaNon
• Learning Circle Wrap Up
– PuQng it all together
02/11/10– Session Four "Asking the Right QuesNons" 2

3. Copyright © 2009 by rTrail LLC. All Rights Reserved.
Sharing Your Success Stories
Who Has Been Successful GeQng A Research Plan in Place?
02/11/10– Session Four "Asking the Right QuesNons" 3

4. Research Audit: Best Examples
Copyright © 2009 by rTrail LLC. All Rights Reserved.
#1 Research
Methods
Q’s
02/11/10– Session Four "Asking the Right QuesNons" 4

5. Where we are struggling?
• Business Issues that require research plans
• Methods that deliver impact and add value to ensure
everything has a purpose
Copyright © 2009 by rTrail LLC. All Rights Reserved.
• Who to select for consumer research
• Anything else?
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6. TranslaNng MarkeNng Issues into
Research QuesNons
Easy as 1.2.3. Type of Research Op.ons
• Describes audience characterisNcs
1. Define the DescripNve • demographic, psychographic,
MarkeNng geography
Problem
Copyright © 2009 by rTrail LLC. All Rights Reserved.
• Seeks to understand “how” and
AnalyNcal “why”
2. Confirm How • moNvaNons, frustraNons, barriers
to Determine
Cause and Effect • Considers “what if”
PredicNve • successful combinaNons,
subsNtuNons, news
3. Select the
acNon for • Monitors change over Nme
research acNvity Tracking • duraNon, factors, impact, cycle,
paferns
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7. QuanNtaNve: “Who” and “What”
Top line Target Considera.ons
• Focus on quanNty
• Designed to “count” people
Approach with spec behavior or aQtudes
Copyright © 2009 by rTrail LLC. All Rights Reserved.
• Survey
• QuesNonnaire
Method
• Simple for small, mid‐size arts
organizaNons
Skill • Easy; No specialist required
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8. QualitaNve: “Why”
Top line Target Considera.ons
• Focus on quality
• Designed to “ask why” people
Approach act on moNvaNons for decisions
Copyright © 2009 by rTrail LLC. All Rights Reserved.
• ObservaNons
• In‐depth interviews
Method • Focus Groups
• Challenging for small, mid‐size
arts organizaNons
Skill • Need experienced researchers
02/11/10– Session Four "Asking the Right QuesNons" 8

9. EXAMPLE:
QualitaNve Research Approach
#1 #1 Research Method Who I ask? Criteria for How I Ask
Marke.ng Ques.on Selec.on the
Issue Ques.on
Afract New What value In‐depth Non‐patrons 1) You don’t “Why do
donate to us
Audience do I Interview 2) You are a
you
Copyright © 2009 by rTrail LLC. All Rights Reserved.
represent to current donate to
my potenNal donor / other
audience? patron of non‐profit
other non‐
arts, non‐ groups
profit org and not
3) Afended 1 this one?”
event with
our group
02/11/10– Session Four "Asking the Right QuesNons" 9

10. The Why vs.. The What
Why What
Social Class and Culture • Income and LocaNon
Personality and Lifestyles • Likes and Dislikes
Copyright © 2009 by rTrail LLC. All Rights Reserved.
A7tudes • ExpectaNons and SaNsfacNon
Decision Making
• Decisions
Influences, Mo?va?ons, and
Considera?ons
02/11/10– Session Four "Asking the Right QuesNons" 10

11. A New Way to Structure
the Research ConversaNon
Copyright © 2009 by rTrail LLC. All Rights Reserved.
An Easy, Logical Outline
02/11/10– Session Four "Asking the Right QuesNons" 11

12. Now What?
Copyright © 2009 by rTrail LLC. All Rights Reserved.
My research is done…
02/11/10– Session Four "Asking the Right QuesNons" 12

13. What Do I Do with My
Research Data?
Detail Our
Dimensions of Experience
Differen.a.on
Copyright © 2009 by rTrail LLC. All Rights Reserved.
Link Our
Commonali.es
within
Audience MoNvaNons
02/11/10– Session Four "Asking the Right QuesNons" 13

14. Formally Share Your Findings
THE FRAMEWORK Tips, Tricks and Tools
Exec
• Highlights
• Background
Follow
Summary Logic
Copyright © 2009 by rTrail LLC. All Rights Reserved.
• ObjecNves
Results
• Methodology
• Key Findings
Use Present It
Visuals “Live”
• Conclusions & ImplicaNons
• How the research will be used
Now What? moving forward Appendix
Details
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15. The End Goal:
An Impactul MarkeNng Plan
InnovaNve, Relevant
Engagement TacNcs
EffecNve, Efficient
Reach Strategy
Copyright © 2009 by rTrail LLC. All Rights Reserved.
MarkeNng
ObjecNves
02/11/10– Session Four "Asking the Right QuesNons" 15

16. Copyright © 2009 by rTrail LLC. All Rights Reserved.
Wrapping It All Together
MAKING YOUR RESEARCH PLAN CASE
02/11/10– Session Four "Asking the Right QuesNons" 16

17. Execu.ve Summary
Our 2010 Research Plan ‐ Goals
Who
• Relevant Audiences
Imagery • PotenNal Funders
Value What
Copyright © 2009 by rTrail LLC. All Rights Reserved.
Reach
= ?
• Triggers Revenue
• Drives ConnecNvity to Us
Build
My Why
Brand
• They Join Our Community
• We Are Thought Leaders
02/11/10– Session Four "Asking the Right QuesNons" 17

18. Execu.ve Summary
Our 2010 Research Plan ‐ AcNons
P1 P2 P3 Best Targets
• Value to Us
• Size of the Prize
Copyright © 2009 by rTrail LLC. All Rights Reserved.
5a
2 MoNvaNons
1 5b • Documentaries
• Why We Mafer
3 4
02/11/10– Session Four "Asking the Right QuesNons" 18

19. Execu.ve Summary
Our 2010 Research Plan ‐ Impact
• ROI by segment
Who • Prospects
Icons
• Channels
Copyright © 2009 by rTrail LLC. All Rights Reserved.
Values Links • Messages
What
KF
Brand • PrioriNes
When • Dependencies
02/11/10– Session Four "Asking the Right QuesNons" 19

20. Kartemquin Films
QualitaNve Research Approach
#1 #1 Research Method Who I ask? Criteria for How I Ask
Marke.ng Ques.on Selec.on the
Issue Ques.on
Get What value In‐depth Current 1) Have “What
potenNal to
audiences do I Interview / patrons and become
would
Copyright © 2009 by rTrail LLC. All Rights Reserved.
(funders) to represent to focus group non‐patrons major make you
know us and my potenNal funder want to
our value, audience? 2) Current be part of
donor to
not just our other non‐ our
individual profit arts group?”
films org
3) Afended 1
event with
our group
02/11/10– Session Four "Asking the Right QuesNons" 20

21. 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
Copyright © 2009 by rTrail LLC. All Rights Reserved.
make organizaNons profitable and happy.
• It just takes pracNce.
• And, pracNce leads to confidence.
02/11/10– Session Four "Asking the Right QuesNons" 21

22. Thank You.
Your Results Reflect Your Passion.
Copyright © 2009 by rTrail LLC. All Rights Reserved.
02/11/10– Session Four "Asking the Right QuesNons" 22