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Audience Segmentation - Audience segmentation for the National Concert Hall
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Descriptions
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.OutputsA “segmentation” of audiences based on research and data, linked to the NCH strategy, understood across all teamsCovering existing and new target audiencesIllustrated profiles, user-journeys/user-experiences and x-team development plan for each segment as well as targets for growthSystems for tracking and monitoring segments and progressOutcomesMeasurable increases in audience diversity, income and loyaltyNew programme strands and approaches which are targeted and sustainableTeams working together towards shared goals and with shared understanding of audiencesWe 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 segmentsDrafting personas and user-journeysWorkshop with team to develop a segmentation model which reflects strategic aimsDevelopment of an NCH audience segment handbookCross-team workshops introducing personas and developing future user-journeys/ user-experiences for each segmentPrototyping and testing ideas as planned with key audience groupsEmbedding of profiles in CRM systemMonitoring and evaluation plan
Timeline
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Tender Regions
CPV Codes
79310000 - Market research services
73200000 - Research and development consultancy services
73210000 - Research consultancy services
79413000 - Marketing management consultancy services
79342000 - Marketing services
Keywords
focus groups
expert review
project roadmap
market outreach
brand research
product testing
R&D planning
brand marketing
market surveys
funding advisory
policy advisory
market strategy
study design review
product marketing
field research advisory
methodology guidance
proposal development
marketing services
proposal refinement
market trend analysis
marketing optimization
development oversight
evaluation support
marketing planning
data analysis consulting
consumer research
competitive analysis
market relevance study
innovation strategy
market research services
research planning
scientific consulting
go-to-market support
product launch strategy
academic research advice
promotional strategy
go-to-market planning
consumer insights
commercialization consulting
campaign planning consultancy
technology trend analysis
marketing management consultancy
digital marketing advisory
market segmentation studies
promotional planning support
marketing strategy advice
brand positioning consulting
market segmentation analysis
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