Asking The Right Questions Followup

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Copyright © 2009 by rTrail LLC. All Rights Reserved. Asking the Right Ques.ons: Using Research to Build Your Arts Audience “Psychographics and the Customer Experience” Arts Engagement Exchange Learning Circle Series Session 4 11 February 2010

Transcript of Asking The Right Questions Followup

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AskingtheRightQues.ons:UsingResearchtoBuildYourArtsAudience

“PsychographicsandtheCustomerExperience”

ArtsEngagementExchangeLearningCircleSeries

Session411February2010

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OurAgenda•  Goals

–  UnderstandBarrierstoSuccess–  ProvidefeedbackonMRPsubmissions

•  PlanfortheDay–  ConfirmexamplesofsuccessinapplyingAEELC

– WhereweconNnuetostruggle–  Howtore‐structuretheresearchconversaNon

•  LearningCircleWrapUp–  PuQngitalltogether

2"AskingtheRightQuesNons"02/11/10–SessionFour

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SharingYourSuccessStoriesWhoHasBeenSuccessfulGeQngAResearchPlaninPlace?

"AskingtheRightQuesNons" 302/11/10–SessionFour

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ResearchAudit:BestExamples

#1ResearchQ’s Methods

"AskingtheRightQuesNons" 402/11/10–SessionFour

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Wherewearestruggling?

•  BusinessIssuesthatrequireresearchplans

•  Methodsthatdeliverimpactandaddvaluetoensureeverythinghasapurpose

•  Whotoselectforconsumerresearch

•  Anythingelse?

"AskingtheRightQuesNons" 502/11/10–SessionFour

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TranslaNngMarkeNngIssuesintoResearchQuesNons

Easyas1.2.3.

1.DefinetheMarkeNngProblem

2.ConfirmHowtoDetermineCauseandEffect

3.SelecttheacNonforresearchacNvity

TypeofResearchOp.ons

"AskingtheRightQuesNons" 6

• DescribesaudiencecharacterisNcs• demographic,psychographic,geography

DescripNve

• Seekstounderstand“how”and“why”• moNvaNons,frustraNons,barriers

AnalyNcal

• Considers“whatif”• successfulcombinaNons,subsNtuNons,news

PredicNve

• MonitorschangeoverNme• duraNon,factors,impact,cycle,paferns

Tracking

02/11/10–SessionFour

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QuanNtaNve:“Who”and“What”

Topline

Approach

•  FocusonquanNty•  Designedto“count”peoplewithspecbehaviororaQtudes

Method

•  Survey•  QuesNonnaire

Skill

•  Simpleforsmall,mid‐sizeartsorganizaNons

•  Easy;Nospecialistrequired

TargetConsidera.ons

"AskingtheRightQuesNons" 702/11/10–SessionFour

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QualitaNve:“Why”

Topline

Approach

•  Focusonquality•  Designedto“askwhy”peopleactonmoNvaNonsfordecisions

Method

•  ObservaNons•  In‐depthinterviews•  FocusGroups

Skill

•  Challengingforsmall,mid‐sizeartsorganizaNons

•  Needexperiencedresearchers

TargetConsidera.ons

"AskingtheRightQuesNons" 802/11/10–SessionFour

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EXAMPLE:QualitaNveResearchApproach

#1Marke.ngIssue

#1ResearchQues.on

Method WhoIask? CriteriaforSelec.on

HowIAsktheQues.on

AfractNewAudience

WhatvaluedoIrepresenttomypotenNalaudience?

In‐depthInterview

Non‐patrons 1)  Youdon’tdonatetous

2)  Youareacurrentdonor/patronofothernon‐arts,non‐profitorg

3)  Afended1eventwithourgroup

“Whydoyoudonatetoothernon‐profitgroupsandnotthisone?”

"AskingtheRightQuesNons" 902/11/10–SessionFour

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TheWhyvs..TheWhat

SocialClassandCulture • IncomeandLocaNon

PersonalityandLifestyles • LikesandDislikes

A7tudes • ExpectaNonsandSaNsfacNon

DecisionMakingInfluences,Mo?va?ons,and

Considera?ons

• Decisions

Why What

"AskingtheRightQuesNons" 1002/11/10–SessionFour

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ANewWaytoStructuretheResearchConversaNon

AnEasy,LogicalOutline

"AskingtheRightQuesNons" 1102/11/10–SessionFour

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NowWhat?

Myresearchisdone…

"AskingtheRightQuesNons" 1202/11/10–SessionFour

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WhatDoIDowithMyResearchData?

DetailOur

DimensionsofExperienceDifferen.a.on

LinkOurCommonali.es

within AudienceMoNvaNons

"AskingtheRightQuesNons" 1302/11/10–SessionFour

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FormallyShareYourFindings

THEFRAMEWORK

ExecSummary

• Highlights• Background

Results

• ObjecNves• Methodology•  KeyFindings

NowWhat?

• Conclusions&ImplicaNons• Howtheresearchwillbeusedmovingforward

Tips,TricksandTools

FollowLogic

UseVisuals

PresentIt“Live”

AppendixDetails

"AskingtheRightQuesNons" 1402/11/10–SessionFour

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TheEndGoal:AnImpactulMarkeNngPlan

InnovaNve,RelevantEngagementTacNcs

EffecNve,EfficientReachStrategy

MarkeNngObjecNves

"AskingtheRightQuesNons" 1502/11/10–SessionFour

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MAKINGYOURRESEARCHPLANCASEWrappingItAllTogether

"AskingtheRightQuesNons" 1602/11/10–SessionFour

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Execu.veSummaryOur2010ResearchPlan‐Goals

BuildMy

Brand

Value=?

Imagery

Reach

Who•  RelevantAudiences•  PotenNalFunders

What•  TriggersRevenue•  DrivesConnecNvitytoUs

Why•  TheyJoinOurCommunity• WeAreThoughtLeaders

"AskingtheRightQuesNons" 1702/11/10–SessionFour

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Execu.veSummaryOur2010ResearchPlan‐AcNons

P3P2P1

12

5a

5b

3 4

BestTargets• ValuetoUs• SizeofthePrize

MoNvaNons• Documentaries• WhyWeMafer

"AskingtheRightQuesNons" 1802/11/10–SessionFour

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Execu.veSummaryOur2010ResearchPlan‐Impact

Who• ROIbysegment• Prospects

What• Channels• Messages

When• PrioriNes• Dependencies

"AskingtheRightQuesNons" 19

KFBrand

Values

Icons

Links

02/11/10–SessionFour

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KartemquinFilmsQualitaNveResearchApproach

#1Marke.ngIssue

#1ResearchQues.on

Method WhoIask? CriteriaforSelec.on

HowIAsktheQues.on

Getaudiences(funders)toknowusandourvalue,notjustourindividualfilms

WhatvaluedoIrepresenttomypotenNalaudience?

In‐depthInterview/focusgroup

Currentpatronsandnon‐patrons

1)  HavepotenNaltobecomemajorfunder

2)  Currentdonortoothernon‐profitartsorg

3)  Afended1eventwithourgroup

“Whatwouldmakeyouwanttobepartofourgroup?”

"AskingtheRightQuesNons" 2002/11/10–SessionFour

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IfYouRememberOneThing…

•  Manytypesofpeoplemakeupanaudience.•  Understandinghowtosegmentthataudienceandresearch“who,“what”and“why”canmakeorganizaNonsprofitableandhappy.

•  ItjusttakespracNce.•  And,pracNceleadstoconfidence.

21"AskingtheRightQuesNons"02/11/10–SessionFour

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ThankYou.YourResultsReflectYourPassion.

"AskingtheRightQuesNons" 2202/11/10–SessionFour