We recently worked with three cultural sector clients – Banbury Museum/Compton Verney/78 Derngate
Three cultural sector organisations hoped to understand drivers of engagement and reduce barriers to participation. We used a range of methods, including focus groups, visitor intercepts and an online survey of the local population, to ensure that we had a full understanding of the motivators of current, lapsed and non-visitors.
We kept the research cost-effective by conducting qualitative fieldwork on-site, which also allowed non-visitors to experience the venues; and by conducting our quant survey amongst members of an online panel.
We uncovered an attitudinal segmentation of visitors, which helped each venue decide where to place the most effort; and we were able to provide both practical and
longer-term strategic recommendations which improved engagement and footfall.
Alongside the visitor research we listened to the needs of schools’ educational visit organisers, so that we could recommend practical measures to increase participation in education programmes across the three venues.
An automotive client needed to understand the journey to loyalty to their brand in order to create a programme which would support their ambitious growth plans. We listened to recent owners, repeat purchasers and prospects talk about the touch points and encounters that influenced brand perceptions. And we interviewed dealers to understand the process from their perspective
We were able to explain how brand reputation, positioning and product, as well as the purchase experience, were influencing potential owners – what was working well to create and reinforce an emotional connection, and where they were allowing potential buyers to drop out of the process
We were able to provide suggestions for effective but simple tactical tweaks to the sales experience, as well as broader strategic recommendations to improve demand
An education client had never had a marketing strategy (or member of staff responsible for marketing). They didn’t know where to start, so Muse Research came in. We conducted face to face interviews with a range of members of staff, and focus groups amongst students. The output was an analysis of the College’s strengths and weaknesses, and how best to harness them to aid recruitment
“Your report was excellent – well done! …Very good, insightful and succinct analysis of where we are at, where we need to be and how to get there” – Fiona Larden, Principal, Fircroft College of Adult Education
“During the past two years Muse Research have conducted a number of significant and highly strategic multi-country projects on behalf of Harley-Davidson Europe. This research has helped shape both the marketing effort and future product development plans.”
– Ross Hill, Harley-Davidson Europe
“I have really appreciated your can-do attitude, your razor sharp analysis and understanding of research issues, and your quick and helpful response”
– Nicky Smith – The Twelve Consultancy