Closed
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
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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
R&D planning
innovation strategy
project roadmap
funding advisory
commercialization consulting
technology trend analysis
proposal development
policy advisory
market relevance study
development oversight
scientific consulting
academic research advice
evaluation support
proposal refinement
expert review
methodology guidance
field research advisory
data analysis consulting
study design review
research planning
market research services
consumer research
product testing
focus groups
market segmentation studies
brand research
competitive analysis
market surveys
consumer insights
market trend analysis
marketing services
market strategy
product marketing
marketing planning
promotional strategy
brand marketing
market outreach
go-to-market support
marketing management consultancy
marketing strategy advice
brand positioning consulting
go-to-market planning
campaign planning consultancy
market segmentation analysis
product launch strategy
marketing optimization
digital marketing advisory
promotional planning support
Tender Lot Details
2 Tender Lots
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Possible Competitors
1 Possible Competitors
