Asking the Right Questions Session 1

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"

“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"

Who is attending today? Our Organization Lifestages Organizations Types 10/27/09 – Session One "Asking the Right Questions"

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"

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.”

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"

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"

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.”

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"

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.”

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"

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"

MARKETING PLAN MISSING LINKS 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?

Translating Marketing Issues into Research 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"

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

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"

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

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

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

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"

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

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"

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"

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"

Asking the Right Questions Session 1

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