Marketing research

Market research and consumer segmentation for a discounted ticket sales service


New York


An organization selling discounted tickets for Broadway shows was experiencing a decline in its market share in the New York area. Despite an established brand and 12% to 15% of the market’s total ticket sales, the organization was seeking a better understanding of its customer profiles, how consumers perceived the brand and what were the drivers and barriers to purchase.


Quantitative study amongst a sample of the New York population attending musicals


Discounted tickets purchaser profiles

Brand awareness and health

Brand customer profiles

Behavioral segmentation of Broadway purchasers and identification of the most profitable segments for the organization