This document provides information on conducting market research for a music show or festival. It outlines the importance of research to understand audience demographics and preferences to ensure financial viability and audience interest. Key aspects of research covered include defining qualitative and quantitative research methods and developing an effective questionnaire to gather essential information on topics like preferred music genres, best event times, and advertising effectiveness. Pilot testing the questionnaire is recommended to refine questions and assess timing before broader data collection.

1. Music Industry
Research for a show or festival
www.musicstudentinfo.com
Chris Baker

2. Learning Outcomes
• Be able to prepare and work as a member of a team towards
a successful live event
• Be able to prepare individually for the delivery of a successful
live music event, undertaking appropriate responsibilities
throughout the project
• Know how to prepare a budget for a live music event
• Understand the complete process in preparing for and
delivering a live music event

3. Why conduct research?
• To consider audience and market feasibility
• It is good practice for a proposal to be submitted before a gig
backed-up with up to date findings
• Your research taking into account the overall feasibility,
including logistical and financial implications.

4. Market Research Definition
• An organized collection, gathering and review of data
regarding the problems pertaining to services or products.
• Divided into 2 sets of clear-cut pairs:
1. B2B market research
2. Consumer research
3. Quantitative (Quants)
4. Qualitative (Quals aka Depths)

5. Market Research Importance
• Market research is very important for sponsors or artists
financing the show.
• You must know your audience, what they do and don’t like.
• Otherwise you risk your investment & lose the trust of your
audience.

6. Essential Information
The process of music market research is easy if you have right
tools.
Essential questions are:
1.Demographics.
2.What musicians or genres appeal to a particular demographic.
3.What time is best.
4.How to advertise the gig.
5. Where to advertise the gig.

7. Demographics
Here are sample demographic question
•Q. Gender
•Q. Age
•Q. Marital Status
•Q. Education
•Q. Employment Status
•Q. Employer Type
•Q. Housing
•Q. Household Income
•Q. Ethnicity
•Q. Race

8. Open Ended Questions
• An open ended interview is typically composed of queries
that cannot be easily answered with yes/no.
• Provides essential detail, but it is time-consuming.
• Quantitative research means collecting numerical details that
can be evaluated statistically EG 25% MALES 16-25 LIKE
Dubstep.

9. Your Questionnaire
• Introduction (name, about music, course, short time)
• Demographics (name, age, pt or ft, days in at college, best
time for a show, perception of Christmas,
• Quantative Questions (music tastes, like live music, genres,
last album, last gig, how listen to music, do you buy it)

10. Questionnaire cont.
• Qualitative Examples (Perception of Christmas, best time for
show, how to contact, ownership of mobile phone, look at
advertising/posters, last time went to a gig?)
• Thank & Close Thanks for time & patience, student id for
back-checking, email address email on phone? Permission to
send e-flyer, re-contact

11. PILOT Study
• Refine questions
• Can include Omnibus questions
• Test for timing & flow
• Name QNR BND2 2012 Southwark College Music Study
• Make cuts or additions
• Print
• Carry out in key areas of college
• Return & analysis
• Top Line
• FEEDBACK

12. The End