Marketing research

Analysis of the potential of intellectual properties for the production of travelling exhibitions

Analysis of the potential of intellectual properties for the production of travelling exhibitions

Markets

Canada, United States, Europe

Challenge

A company producing and touring travelling exhibitions wanted to develop new exhibitions to complement its portfolio and tour these exhibitions across the world. The costs to create and produce an exhibition are high, so choosing the right intellectual properties was crucial. The company also needed to demonstrate the commercial potential of its new projects to co-producers across the world.

Solution

Quantitative analysis of 40 intellectual properties (films, artists, characters, etc.) to rank the commercial potential of each intellectual property according to 2 criteria:
— brand health of each intellectual property (awareness, affinity, perception);
— consumer interest for an exhibition based on each of the intellectual properties.

Results

— Out of 40 intellectual properties, identification of the ten most promising concepts

— Use of market insights to secure owners of intellectual properties rights and co-producers in various territories

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