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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

“Asking the Right Questions” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Who is attending today? ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Link Research to Your Business Plan ,[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Our Responsibility as Experts 10/27/09 – Session One "Asking the Right Questions"

Rapid Cognition ,[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

John Steinbeck (U.S. Novelist) ,[object Object],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? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

10/27/09 – Session One "Asking the Right Questions"

Marketing Evolution: More Segments of Tribes ,[object Object],[object Object],[object Object],[object Object],[object Object],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. ,[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

MARKETING PLAN MISSING LINKS ,[object Object],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? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Your Turn. Give it a Try. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

RESEARCH PLAN CONSIDERATIONS ,[object Object],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 ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Qualitative: “Why” ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Quantitative: “Who” and “What” ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

A Survey Deep Dive? ,[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions" Make copies of Survey 25

Your Turn. Give it a Try. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

APPLYING TODAY’S KEY LEARNING TO THIS CLASS ,[object Object],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… ,[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Homework? Yes. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10/27/09 – Session One "Asking the Right Questions"

Stay Connected to Your Learning Circle ,[object Object],10/27/09 – Session One "Asking the Right Questions"

Asking the Right Questions Session 1

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