Illustrative engagement. A representative scenario showing how we approach this kind of work in entertainment. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping entertainment
Live events, theme parks and entertainment brands sell experiences. Ticketing, crowd experience and sponsor value decide whether people come back.
- Ticket pricing and booking ease affect attendance
- On-site experience drives repeat visits
- Sponsors expect audience evidence
Client background
A multiplex chain, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A multiplex chain
- Sector
- Entertainment
- Team engaged
- Market Research
- Services
- Quantitative research, Qualitative research, Marketing automation
Client challenge
Many members joined but rarely redeemed points.
Research objectives
- Deliver on the brief: redesigning a cinema loyalty programme.
- Understand the views, needs and behaviour of members.
- Measure how widespread each pattern is, and explain the reasons behind it.
- Give the client evidence it can act on within 6 weeks.
Target audience
The work focused on 2,500 members.
- members2,500
Audiences we typically reach in entertainment
Event-goersTheme-park visitorsTicket buyersSponsorsFamilies
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A mixed-method design: structured research measured how widespread each pattern was, and qualitative conversations explained why.
- 1Brief
- 2Member survey
- 3Group discussions
- 4Insight
We surveyed members and held discussions about rewards, redemption and communication.
Quantitative researchQualitative researchMarketing automation
Sampling strategy
- members
- 2,500
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Members wanted food and beverage rewards they could use on the same visit.
Rewards should be usable in the moment.
Recommendations
- Build on the core insight: rewards should be usable in the moment.
- Focus effort where the evidence was strongest: members wanted food and beverage rewards they could use on the same visit.
- Re-measure after the changes to confirm the effect.
Business impact
- The chain added instant food rewards and simplified points.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who comes, and why?