Audience segmentation for the National Concert Hall

Description

Brief: To design and carry out a programme of audience research and development to support the NCH programming strategy, the growth of audiences and the expansion of the venue which the redevelopment of the NCH will bring. Outputs A “segmentation” of audiences based on research and data, linked to the NCH strategy, understood across all teams Covering existing and new target audiences Illustrated profiles, user-journeys/user-experiences and x-team development plan for each segment as well as targets for growth Systems for tracking and monitoring segments and progress Outcomes Measurable increases in audience diversity, income and loyalty New programme strands and approaches which are targeted and sustainable Teams working together towards shared goals and with shared understanding of audiences We foresee a number of elements to include - Analysis and clustering of existing data (from CRM database and any other existing available survey data) Qualitative and quantitative (population survey) research among existing and potential audiences to flesh out and quantify segments Drafting personas and user-journeys Workshop with team to develop a segmentation model which reflects strategic aims Development of an NCH audience segment handbook Cross-team workshops introducing personas and developing future user-journeys/ user-experiences for each segment Prototyping and testing ideas as planned with key audience groups Embedding of profiles in CRM system Monitoring and evaluation plan