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
An event management company, working in Mumbai. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- An event management company
- Sector
- Entertainment
- Team engaged
- Market Research
- Services
- Quantitative research, Offline data collection (CAPI), Reporting & insights
Client challenge
Sponsors wanted proof that their presence at the event was noticed.
Research objectives
- Deliver on the brief: measuring sponsor visibility at a large event.
- 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 3 weeks.
Target audience
The work focused on 1,200 attendees.
- attendees1,200
Audiences we typically reach in entertainment
Event-goersTheme-park visitorsTicket buyersSponsorsFamilies
Geographic coverage
Coverage: Mumbai. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Attendee recall survey
- 3Insight
We interviewed attendees on site and online afterwards about sponsor recall, activations visited and brand perception.
Quantitative researchOffline data collection (CAPI)Reporting & insights
Sampling strategy
- attendees
- 1,200
- Respondents were selected across Mumbai using quotas set in advance for each location and respondent type, so no single area or group dominated.
Data collection
- Trained local-language interviewers conducted interviews in person on tablets (CAPI), with time and location recorded for every interview.
Data quality & validation
- Back-checks on a share of completed interviews
- Time and location checks on field interviews
- Supervisor accompaniment in the field
- 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
Key findings
- Interactive activations were recalled far more than banners.
Sponsors want to be experienced, not just seen.
Recommendations
- Build on the core insight: sponsors want to be experienced, not just seen.
- Focus effort where the evidence was strongest: interactive activations were recalled far more than banners.
- Re-measure after the changes to confirm the effect.
Business impact
- The company redesigned sponsor packages around experiences.
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
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who comes, and why?