Audience Segmentation - Audience segmentation for the National Concert Hall

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