1. Defining the
wicked question
So
m
any
proble
m
s...
May 30, 2023
Julie Fossitt
This hands-on workshop will show you a quick and easy way to
define your research problem!
Arts Marketing Research Part A:
We
got
this!

2. Land
Acknowledgment
May 30, 2023
juliefossitt.ca

3. Today's Agenda
1 4
2 5
3 6
Introduction: Why do you need
to define your research problem?
Group Exercise
Workshop objective Refining Research Problems
Understanding research
problems
Resources and Questions
May 30, 2023
juliefossitt.ca

4. About Me
Thanks for being here! You can connect with
me anytime for help or support with your
market research questions.
@juliefossitt
juliefossitt@gmail.com or
jfossitt@cityofkingston.ca
linkedin.com/in/juliefossitt/
May 30, 2023
juliefossitt.ca

5. May 30, 2023
juliefossitt.ca
Why Do You Need A
Research Problem?
1
Introduction:

6. Statistical
bias
Cognitive
bias
The Bias That We Bring To
Our Work and Our Lives
Touches Everything We Do
Working without biases is tough! We are a sum of the
lives of our ancestors, our memories, our bodies, our lived
experiences and our environments.
May 30, 2023
juliefossitt.ca
Prejudices

7. Identify new
opportunities
Why Does Market
Research Matter?
Optimize
marketing
channels
Evaluate
and refine
messaging
Measure
impact and
ROI
Focus on
audience
needs
May 30, 2023
juliefossitt.ca

8. How Does This Relate
To Arts Marketing?
May 30, 2023
juliefossitt.ca

9. Your perspective on effectiveness is shaped by
your education, experiences, and past jobs, which
introduces bias.
To overcome this, it is important to employ tools
that allow for subjective and empathetic analysis
of research. This helps in testing hypotheses and
identifying the challenges faced by your current
and potential audiences.
You Are Not Your
Audience, Customers
or Community
May 30, 2023
juliefossitt.ca

10. Workshop objective:
The sole objective of this workshop is to offer you some
tools to define your research problem. This will give you
the road map to figure out how to test your the validity
of your problem and understand if it really is a problem,
and if it is, what to do next!
May 30, 2023
juliefossitt.ca
2

11. May 30, 2023
juliefossitt.ca
Understanding Research
Problems
3

12. Developing a clear research question: A
well-defined research problem guides arts
marketers in formulating a specific research
question that directs their investigation.
Selecting appropriate research methods: A
research problem aids arts marketers in
choosing suitable research methods and
techniques to effectively address their
research question. This may involve
considering options like informational
interviews, surveys, or focus groups.
Collecting relevant data: Defining a research
problem enables arts marketers to gather
pertinent and valuable data that directly
relates to their research question.
Identifying the research problem assists arts
marketers in:
What is a Research
Problem and why is it
important to arts
marketers?
May 30, 2023
juliefossitt.ca

13. Pricing and
revenue
Where Do Arts
Market Research
Problems Come
From?
I always tell my colleagues that we have so many
problems, that can be hard to pick just one!
Market
trends
Partnerships
and
collaborations
Programming
Technology
and
innovation
Audience
behaviour
Brand
perception
May 30, 2023
juliefossitt.ca

14. Why Does This Matter
To Arts Marketers?
Find the best marketing channels: Research helps
discover effective ways to reach the target audience.
Improve messaging: Research helps assess and
adjust messaging for better effectiveness.
Identify new opportunities: Research helps uncover
fresh engagement and growth prospects.
Measure impact and ROI: Research helps gauge the
impact and evaluate the return on marketing
investment.
1.
2.
3.
4.
May 30, 2023
juliefossitt.ca

15. 4
May 30, 2023
juliefossitt.ca
GROUP EXERCISE
Are You Ready?

16. You can find a link
to the worksheet
here.
I
Let’s go through the
worksheet together
based on a problem
that one of you have in
your organization.
May 30, 2023
juliefossitt.ca

17. 5.
Refining Research
Problems
1.
Define The
Problem
2.
Identify
Information
Needed
3.
Determine
Sources Of
Data
4.
Evaluate
Feasibility Of
Research
5.
Design The
Research
6.
Collect And
Analyze The
Data
7.
Interpret The
Results
8.
Communicate
The Findings

18. Coursera
course: Using
ChatGPT for
market
research
American
Marketing
Association
Market Research
Decision
Template
How to find
existing
(secondary)
research:
How to do
Market
Research
guide from
Hubspot
Resources
Page
May 30, 2023
juliefossitt.ca

19. May 30, 2023
juliefossitt.ca
THANK YOU
FOR YOUR TIME
QUESTIONS?