Opt-In Surveys

Stakeholders: Marketing, Development  

 

Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come).

 

The Demographic and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers. Results can be used as an input to institutional planning and to inform funders, sponsors, and other external stakeholders about your audience.  

 

Survey topics include: tenure, recency, frequency, series selection (customized), travel time/method of transportation, subscriber status, donor status, loyalty, social context of attendance, reasons for attending, barriers to more frequent attendance, price sensitivity, initiator status, late buying behavior, use of discount ticket brokers, accessibility needs, household size and composition, length of residence, languages spoken, and demographic characteristics (age, gender, race/ethnicity, relationship status, employment status, work location, occupation, artist status, educational attainment, household income, identification with LGBTQ+ communities, and political values).   

 

Level of customization: Limited. You may choose to include or exclude certain questions on the survey. One optional question, if selected, requires customization:  series, program category, or venue (for organizations with multiple product lines or venues), for the purposes of filtering results by product line. 

 

Study Roll-out in 2023  

  

The Demographic and Buyer Behavior Study will roll out as follows:  

 

• Registration opens April 10, 2023

• Registration closes May 12, 2023 

• Survey deploys June 13, 2023 

 

Pricing 

Tier 1 (Organization expense budget of $9 million+): $1,950 —  No discount code

Tier 2 (Organization expense budget of $3 million-$9 million): $1,650 — Check out with code: DEMOTIER2 

Tier 3 (Organization expense budget of <$3 million): $1,350 — Check out with code: DEMOTIER3

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