Canada, United States
An entertainment company developed a new type of collective experience in a custom-made venue, combining a multimedia show with a night club. However, the unique and innovative character of this new entertainment category warranted a thorough understanding of customers and consumers to optimize the show, as well as the positioning and the marketing efforts.
Identification of consumer and market insights from 4 complementary research angles:
Adjustment of the brand positioning and the marketing plan according to consumer insights • Changes to the show creative concept based on insights gathered and instant measure of the impact on attendees’ experience