Whitney Museum of American Art – Profiling the Visitor and Understanding their Experience

Situation:

The Whitney was interested in gaining a deeper understanding of who was visiting its new building and understanding how these visitors aligned against its target audience groups. Further, the Whitney wanted to learn about the nature and quality of the visitor experience and to understand how visitors engaged with the museum.

Analysis:

Alexander Babbage was chosen from more than 20 other firms to conduct a continuous visitor tracking study (via intercept interviews), as well as an online study among members of the Whitney’s database.  Our analysis identified demographic and psychographic insights and trends, both specific to and common across key audience segments. We were also able to identify key drivers of visitor experience, enabling ongoing monitoring and continual improvement.

Result:

The Whitney is currently developing initiatives to build off of the insights delivered by Alexander Babbage, focusing on going deeper into the visitor journey (especially among first time attendees) to drive repeat visits and advocacy. The museum is also focusing on developing and executing tactics to address specific opportunities which the research identified.

High Museum of Art – Frida and Diego Exhibition Study

Situation:

The High Museum of Art wanted to determine the audience characteristics, experience, attitudes, perception and related behavior of visitors attending the Frida & Diego: Passion, Politics & Painting exhibition.

Analysis:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

Result:

Alexander Babbage designed and executed a research study that included visitor intercept interviews and ticket sales analysis compared to prior exhibitions.  Over 300 visitors were interviewed about their experience, with topics such as visitor demographics, reasons for visiting, satisfaction with the overall experience, as well as the informational and presentation elements of the exhibition itself, willingness to recommend the museum and advertising effectiveness.

Alliance Theatre – Increasing Revenue Through Ticket Sales and Subscribers

Situation:

The Alliance Theatre wanted to undertake research into their ticket holders in order to improve the sales and renewals of season subscribers and to increase revenue.

Analysis:

Alexander Babbage designed an online survey in consultation with the Alliance Theatre and conducted it among the members of the Alliance Theatre database.  By analyzing the results, they highlighted areas that could be improved to increase member and non-member satisfaction.

Result:

Alexander Babbage’s research allowed Alliance Theatre to direct their marketing strategy more effectively, targeting the largest revenue clusters to increase profitability.

The Philadelphia Orchestra – Segmenting and Targeting New Audiences

Situation:

The Philadelphia Orchestra (POA) was interested in exploring opportunities to reach new audiences and appeal to younger subscribers and single ticket buyers.  The concept they wished to test was a relaxed, informal late night concert series that would focus on one work or on a series of shorter works (both new and traditional), and allow the audience to bring drinks into the performance space and interact, converse and mingle with the performers afterward.

Analysis:

Alexander Babbage was chosen to conduct Focus Groups amongst potential attendees and existing patrons on the appeal of the proposed concept, an Online Study amongst members of the Orchestra’s database, and Intercept Interviews amongst event attendees.

Result:

Through the research and analysis, POA has created a de-constructed orchestral experience that has strong appeal amongst the desired audience and delivers a very entertaining, interactive experience.  They have successfully targeted and grown their desired audience and can now target their marketing spend more effectively.

Atlanta Botanical Gardens – Giving Guidance on Providing an Exceptional Holiday Experience

Situation:

The Atlanta Botanical Garden launched Garden Lights in 2011 and wanted to better understand their visitors.  Who was coming?  What was their experience?  How did they find out about Garden Lights?  What should be done to drive return visits?  How should the Atlanta Botanical Garden address peaks/troughs in attendance.

Analysis:

Alexander Babbage has conducted intercept and online surveys over the last four years of Garden Lights.  Through this research, Atlanta Botanical Garden can track trends, experiences, and visitors year to year, as well as add additional specific questions for a given year.

Result:

By providing them with a detailed understanding of the visitor and what their experience was like, the Atlanta Botanical Garden was able to adapt and adjust its marketing and aspects of Garden Lights itself to not only start positioning itself as an Atlanta holiday tradition, but also to find ways to reach and attract new audiences to the event.  This has resulted in healthy attendance growth and one of the biggest holiday traditions in the city.

Oakland Museum of California – Segmenting and Targeting New Audiences

Situation:

Oakland Museum of California separated from the City of Oakland in 2015 and needed to benchmark where it stood in order to develop and reach universal agreement on strategies that would grow revenues.

Analysis:

After an extensive RFP process, Alexander Babbage was chosen for their expertise across multiple disciplines. Through extensive secondary and primary research, including analysis of their attendance database, we were able to identify and quantify: a) the primary consumer audience today, b) the priority consumer audience to develop and c) what to say to each audience to increase their engagement, participation and donations to OMCA.

Result:

Unified agreement between the board, the CEO and the staff has led to new levels of cooperation and focus. By agreeing who to focus on – and as importantly, who to not waste resources on – OMCA has been able to move from discussion into action, increasing earned revenues and attendance.

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