At Shugoll Research, we’re not too modest to say we do research for entertainment, culture and sports concerns better than anyone else. It has been a major focus of our business since its inception. And it is a passion for us — one we pursue through volunteerism in our spare time. In fact, our CEO, Mark Shugoll, is one of the most nationally recognized and awarded names in the cultural arts, entertainment and sports research arenas. So you won’t find a more experienced or credentialed researcher to help you set your ticket prices, increase subscription/season ticket renewals, develop effective advertising, understand your subscribers/season ticket holders and increase customer satisfaction.
A large part of our business is answering critical questions and providing actionable direction. Here are some of the questions Shugoll Research has helped Entertainment, Culture and Sports clients answer over the years:
Most marketing research projects pay their investment back many times over. Often, they have an observable impact on income. For example, one non-profit theater used research to develop a positioning for lower-end donors to their annual campaign. By using research to identify the right solicitation pitch, they generated a half million dollars more than in the previous year. Another arts organization was looking at ways to increase earned income. It used Shugoll Research's Proprietary "Power Pricing Index" to adjust prices to consumer expectations. By using research to rescale the house, it generated nearly $1 million dollars of added income. Both studies cost less than $25,000, but returned far more. Investment in research is one of the best investments an arts organization can make.
Whether you are a sports, arts or cultural organization, the possibilities for using market research are almost endless. Examples that are used repeatedly by entertainment institutions include using research to:
Premium seating customers, including those leasing club seats and suites at sports venues, and those buying premium priced seat locations at theaters, often have idiosyncratic concerns. Marketing research can help you understand why they purchased premium seating rather than standard seating, their current levels of satisfaction, interest in new amenities and benefits and likelihood to renew. As a result, your institution can improve its retention rate for premium seats and acquire additional premium seat customers.
Syndicated research is very valuable, but it should be used alongside custom marketing research. Custom research, unlike most syndicated studies, collects information from your own customers, lapsed customers and prospects. It also allows you to tailor questions that meet your institution’s specific needs, rather than relying on a generic series of questions. As a result, you make sound decisions that are specific to your own market, not generalized from other markets.
Shugoll Research is a marketing research firm with a specialty in entertainment. We conduct more entertainment marketing research, including sports, arts and culture, than probably any company in the country. Turnkey Sports and Roan Group, two of the nation's leading consulting firms in their respective industry. The Turnkey-Shugoll team combines leading market research skills with practical industry experience. This assures that questionnaires are designed to ask the right questions and solicit objective and unbiased answers, that data collection is managed using the highest quality control standards available in order to maximize data validity, and that conclusions and recommendations are clear and actionable given our industry specific expertise.
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