marketing-consulting Case Study

Understanding Customer Viewpoint to Increase Group Sales

The Client's Situation

Our client, a performing arts company, was looking to find a way to increase its group sales figures.

A view of empty red theater seats

The Challenge

The client wanted to understand the triggers and barriers for attendance as seen from the viewpoint of the group leaders.

 

They also wanted to determine what needed to be put in place to get group leaders to be repeat buyers and bring groups to more than one performance per season.

A view of a crowd at some indoor event

Approach + Solution

We proposed a unique Qualitative / Quantitative approach that would provide actionable data in order to determine the best next steps.

During the qualitative telephone IDIs (in-Depth-Interviews), some of the answers were input into an online survey. Qualitative insights gave an excellent overview of the decision-making process for group leaders and the answers from the online portion gave the client the critical information they needed to make important decisions on how to move forward.

Results

Next steps were successfully identified and implemented, and sales for the group audience grew.

The client used the findings to improve their internal processes and sales rose by 12%.

A view of performers on a stage, looking back at at cheering crowd
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