Asking The Right Questions Followup
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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