Market potential analysis

Evaluate the market potential of a large-scale immersive live entertainment experience

Client profile

LOCATION

France

CLIENT

Experience producers

TARGET MARKETS

France, Germany, United Kingdom, United States

LOCATION

France

CLIENT

Experience producers

TARGET MARKETS

France, Germany, United Kingdom, United States

Challenge

The producers of a large-scale immersive live entertainment experience wanted to conduct a detailed market study to validate their project’s commercial potential in terms of ticket volume and revenue, and to identify the key success factors for maximizing the success of the experience. The market study was also intended to approach investors and raise the funds needed to produce the experience.

The site targeted for the project was located in an underserved area with seasonal tourism flows but a limited ecosystem of complementary entertainment experiences. The project was also based on a sensitive historical topic with a heavy emotional layer. Finally, the creation and production costs of this experience were substantial, requiring a large volume of annual visitors to recoup initial and operational costs. Consequently, the market study had to demonstrate (or invalidate) the capacity of the project to generate interest and engagement.

Mandate

Validate the commercial potential of the project in terms of ticket volume and revenue, and identify the key success factors for maximizing the success of the experience.

Solutions

— Detailed analysis of the marketplace.
— Interviews with market experts in France and in Europe.
— Primary market research leveraging qualitative and quantitative methodologies in four different countries among more than 6,000 entertainment consumers.
— Close collaboration with the tourism authorities of the region.

Results

— By sizing the marketplace, we helped shift the producers’ initial segmentation and targeting assumptions (and allocation of resources).
— Our work uncovered a high level of interest in the project, which strengthened the producers’ position in discussions with investors and strategic partners.
— The negative feedback we gathered from consumers led to a redefinition of the pre-experience’s nature and theme.
— We built a long-term relationship with the producers to help them with strategic questions throughout the development of the project.