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 live entertainment venue, working in Bengaluru. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A live entertainment venue
- Sector
- Entertainment
- Team engaged
- Market Research
- Services
- Quantitative research, Data analytics & dashboards
Client challenge
The venue promoted every show the same way and struggled to fill some genres.
Research objectives
- Deliver on the brief: segmenting audiences for live comedy and theatre.
- Understand the views, needs and behaviour of attendees.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 1,000 attendees.
- attendees1,000
Audiences we typically reach in entertainment
Event-goersTheme-park visitorsTicket buyersSponsorsFamilies
Geographic coverage
Coverage: Bengaluru. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Booking data analysis
- 3Audience survey
- 4Insight
We analysed booking patterns and surveyed attendees about tastes, discovery and frequency, then grouped them into segments.
Quantitative researchData analytics & dashboards
Sampling strategy
- attendees
- 1,000
- The sample was designed with the client around the decision to be made, with quotas to keep key groups readable.
Data collection
- Data was collected with the methods listed below, managed by a dedicated project team.
Data quality & validation
- 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
- Interactive dashboard for ongoing tracking
Key findings
- Distinct segments emerged for comedy, theatre and music, with different discovery channels.
Different shows need different invitations.
Recommendations
- Build on the core insight: different shows need different invitations.
- Focus effort where the evidence was strongest: distinct segments emerged for comedy, theatre and music, with different discovery channels.
- Re-measure after the changes to confirm the effect.
Business impact
- Promotion was tailored by segment.
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
- Interactive dashboard
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what value did sponsors get?