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      Threads  Orchestra  Tour  July  2011     Market  Research  Findings                

30 August  2011     Prepared  by  Diana  Marsland


Contents    

Key findings    

3

1.  Context    

4

2.  Research  brief    

4

4

4.  Overview  of  respondent  comments    

4

3.  Sample  and  methodology   5.    Audience  profile    

5.1   Age    

6

5.2   Gender  

6

5.3   Disability  

7

5.4   Ethnic  group    

7

7

7.  Previous  experience  of  similar  events  

8

8.  Attendance  at  similar  events  in  future  

8

9.  Publicity    

8

10. Conclusions  and  recommendations  

9

6.  Enjoyment  of  the  event  

Appendices:   I  

York venue    

ii iii  

10

Tour publicity  poster  

11

Questionnaire

12

14

About  Torchlite  

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Key findings   x

Nearly half  (47%)  the  audience  completed  a  questionnaire  which  is  an   unusually  high  response  rate  illustrating  a  high  level  of  engagement  with   Threads  Orchestra's  performance.  This  is  further  underlined  by  90%  of   respondents  choosing  the  highest  enjoyment  rating  and  99%  saying  they   would  attend  a  similar  event  in  future.    These  are  exceptionally  high  figures.  

x

Approximately one  third  of  respondents  bought  a  CD  and  also  provided  their   email  address  to  be  kept  informed  of  similar  events  (25%  and  32%   respectively).    

x

The most  commonly  used  words  to  describe  the  music  performed  was   eclectic,  highly  original,  jazz/classical  and  fusion.  

x

The appeal  of  the  event  was  in  the  skill  and  virtuosity  of  the  musicians.  In   addition,  the  audience  appreciated  the  banter  and  the  'obvious  enjoyment  of   the  musicians'  as  well  as  the  intimacy  between  the  audience  and  performers.  

x

The age  profile  of  the  audience  was  predominantly  aged  35+  and  gender  was   evenly  split.  Almost  all  were  White  British  and  5%  indicated  they  had  a  long   term  disability.    

x

The overwhelming  majority  (85%)  thought  the  publicity  gave  a  good   description  of  the  event.  Word  of  mouth  was  most  commonly  cited  as  the   source  of  information  about  the  performance  followed  by  promotion  by  the   venues  themselves.            

 

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1. Context  

Threads  Orchestra  undertook  a  tour  in  Yorkshire  during  June  2011  with  support   from  the  PRS.    The  tour  was  felt  to  be  an  ideal  opportunity  to  gain  can   understanding  of  audience  profiles  and  Torchlite  Ltd  was  commissioned  for  this   research  project.       2.   Research  Brief     The  brief  was  to  gauge  audience  reaction  to  Threads  Orchestra's  performances   and  to  generate  insights  for  future  tours.    Specific  interests  included:     x Understanding  and  appreciation  of  musical  styles   x What  aspects  of  the  performance  had  particular  appeal   x How  effective  the  publicity  was  and  how  well  it  communicated  the  event.       3.   Sample  and  methodology     Five  venues  presented  Threads  Orchestra  in  June  2011:     Alhambra  Studio    Bradford,  23  June   Courthouse    Otley,  24  June   Zeffirelli¶s    Ambleside,  25  June   Pave    Hull,  Grassington  Festival  Fringe  26  June     Treasurer's  House    York,  27  June     The  audience  were  asked  to  complete  the  questionnaire  and  a  total  of  117  were   returned  from  an  attendance  of  248  yielding  an  overall  response  rate  of  47%.       4.   Overview  of  respondent  comments     There  were  three  main  themes  that  dominated  respondent¶s  enjoyment  of  the   performance.       1)  Musicianship       The  skill  of  the  musicians,  their  virtuosity,  accomplishment,  musicality  and   professionalism.    Also  their  enthusiasm,  energy  and  liveliness.     2)  Relationship/interplay       The  dynamic  between  the  players  and  the  banter  between  them  was  key  to   respondent¶s  enjoyment  of  the  performance.    Their  individual  playing  was   admired  along  with  their  togetherness  as  a  group.    

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3) Visual  appeal     Watching  the  performers,  their  facial  expressions  and  the  interaction  between   them  held  a  strong  appeal  for  many.    The  venue  and  atmosphere  also   contributed  to  audience  enjoyment  (see  Appendix  i).    The  hat  also  had  several   admirers!     Respondents  were  asked  how  they  would  describe  the  music  and  eclectic  was  the   word  most  frequently  used  followed  by  jazz  classical  and  fusion.    There  was  a   group  of  respondents  who  musically  literate.    One  respondent  astutely  observed   µIt  would  be  difficult  to  describe  if  you¶d  never  heard  the  orchestra  before¶.         There  were  very  few  suggestions  on  how  the  performance  could  be  improved  and   these  were  improving  the  sound  mixing  (instruments  that  could  not  be  heard),   the  atonal  nature  of  some  pieces  and  several  people  felt  the  audiences  should  be   bigger.     The  following  is  a  representative  selection  of  verbatim  comments  given  by   respondents.         The  individual  talents  shining  through  and  being  able  to  observe  the  artistes   working  together,  happily.     Its  technicality  and  the  interplay  between  the  musicians.     Watching  you  all  think  through  and  feel  the  music  and  your  performance  (along   with  the  amazing  sound).     Very  interesting  and  different.     Highly  original  ±  lively,  atmospheric.     Intimate  venue;;  music  played  by  people  who  know  what  they¶re  doing!     The  eclectic  mix  of  jazz  and  classical  instruments  and  music.     Virtuosity  ±  being  close  to  the  performers.    Very  talented  musicians.     Jazz/classic/folk  fusion.     The  obvious  enjoyment  of  the  musicians.          

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5 Audience  profile   5.1  

Age

The overall  profile  was  spread  across  all  age  groups,  from  under  16  to  65+.    As   Table  1  shows,  respondents  were  predominantly  aged  35+  with  a  concentration   in  the  55-­64  group.    This  was  true  for  all  venues  expect  Otley  where  the   audience  was  polarised  with  one  third  aged  35-­44  and  another  third  aged  65+.    

Age 40 35

30 25 20 %

15 10 5 0 <16

16-­24 25-­34 35-­44 45-­54 55-­64

65+

Not stated

5.2 Gender   The  audience  overall  had  a  slight  female  bias  but  the  average  masks  significant   variances  at  individual  venues:  Bradford  63%  male,  Otley  89%  female,  Hull  63%   female,  York  59%  male.    Ambleside  was  an  exact  50:50  split.    

Gender 60 50 40 30

%

20 10 0 Male

Female

Not stated

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5.3 Disability   Respondents  were  asked  if  they  had  a  long  term  health  problem  or  a  disability   and  5%  indicated  that  they  had.   5.4  Ethnic  group As  can  be  seen  from  the  chart,  µwhite  British¶  was  the  predominant  audience   group.    

Ethnic group     White Mixed Chinese/other  ethnic  group %

Black Asian/British Indian Not  stated 0

20

40

60

80

100

6. Enjoyment  of  the  event   The  survey  asked  respondents  to  rate  their  enjoyment  on  a  three  point  scale  and   the  result  shows  virtually  all  choosing  the  highest  rating.  

Performance enjoyment   Not  stated A  little %

Somewhat A lot 0

20

40

60

80

100

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7. Previous  experience  of  similar  events     Respondents  were  asked  whether  they  had  been  to  a  similar  event  in  the  area   and  just  over  half  had.    Once  again,  there  were  variances  by  individual  venue.     The  majority  of  the  audience  in  Bradford  and  Otley  had  been  to  similar   performances  while  this  was  true  for  the  minority  in  York.    Hull  and  Ambleside   were  evenly  split  between  those  that  had  and  had  not.       Have  attended  similar  presentation   54%   Have  not  attended  similar  presentation   46%    

8. Attendance  at  similar  events  in  future     The  questionnaire  asked  if  people  would  attend  similar  events  in  future  and  the   result  clearly  shows  overwhelming  audience  support  for  future  performances  by   Threads  Orchestra.     Would  attend   99%   Would  not  attend   1%    

9. Value  for  money     All  respondents  with  just  one  exception  felt  the  event  was  value  for  money.  

10. Publicity     Respondents  heard  about  the  performances  from  a  wide  range  of  sources.    This   was  an  unprompted  question  and  across  all  venues,  word  of  mouth  was   mentioned  most  frequently.    Some  people  had  seen  little  or  no  publicity  and  felt   that  there  should  have  been  more.     Promotion  by  the  venues  themselves  was  also  key.    Zeffirellis'  website  and   restaurant  staff  in  the  venue's  restaurant  were  a  very  effective  source  of   publicity.  The  National  Trust  newsletter,  Hull,  and  Skipton  festival  programmes   and  also  the  Otley  Courthouse  programme  were  mentioned  by  a  small  number  of   respondents.     Email  was  another  source  and  examples  cited  were  Jazz  at  the  Preistley,  NW  Jazz   and  non-­specific  µmailing  list¶.         Online  was  mentioned  by  seven  respondents  and  a  further  three  mentioned   Threads  website.    

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Respondents who  attended  the  performance  in  Hull  mentioned  The  Hull  Daily  Mail   and  radio  was  mentioned  by  respondents  in  Bradford.    Other  single  mentions   were  posters  (Otley  and  Bradford)  and  a  flyer  (Hull  seen  in  York).     The  publicity  gave  a  good  description  of  the  event  as  87%  of  respondents  agreed   with  this  statement.  

10.

Conclusions and  recommendations    

The  tour  by  Threads  Orchestra  generated  a  very  high  level  of  audience   engagement  and  enjoyment  demonstrated  by  the  survey  response  se  rate,   purchase  of  CDs  and  provision  of  email  addresses  for  information  on  future   events.       Feedback  indicates  that  the  interplay  between  musicians  was  a  key  aspect  of   enjoyment  so  all  should  be  clearly  visible  by  the  audience.     Evidence  from  this  tour  suggests  that  the  strongest  appeal  is  amongst  older   people  with  some  knowledge  of  jazz/classical  music.    Venues  with  strong   supporters  aged  35-­64  of  jazz,  classical  and  contemporary  music  are  prime   candidates  for  Threads  Orchestra.     A  database  should  be  developed  and  used  to  keep  interested  parties  up  to  date   with  music,  news  and  events  (conforming  with  Data  Protection  and  other   regulatory  guidelines,  especially  opting  out).    Communications  should  make  it   easy  for  supporters  to  share  information  with  contacts.         The  web  site  should  be  optimized  and  regularly  updated,  at  least  monthly.     Options  include  a  forum  for  people  to  leave  comments,  blogs  by  orchestra   members  inviting  comments  and  new  videos/music  tracks.    Google  Analytics   should  be  set  up  to  monitor  what  is  bringing  people  to  the  web  site.     The  performers  were  very  effective  in  using  their  personal  networks  to  build   audience  attendance  and  these  should  be  used  to  maintain  awareness  and   engagement  with  Threads  Orchestra¶s  activities.     Social  media,  especially  Twitter,  could  be  used  to  test  appeal  to  younger   audiences,  especially  around  the  performance  itself.    This  could  be  done  with  a   Threads  Orchestra  account  or  with  individuals  using  their  own  names  with  a   common  hashtag.    Twitter  can  also  be  very  useful  in  reaching  journalists.            

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Appendix i    

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Appendix ii

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Appendix iii   Audience  Survey Age Under  16 16  -­  24 35  -­  44 45  -­  54 55  -­  64 65+

Which of  these  describes  your ethnic  group? White Mixed Black  or  Black  British Asian  or  Asian  British Chinese  or  other  ethnic  group

Gender Male Female Do you  have  any  long  term  illness,  health  problem  or  disability  which   limits  your  daily  activities  or  the  work  that  you  do? Yes No Have  you  enjoyed  the  performance  tonight?  (Please  circle  as  appropriate)

A lot

. Somewhat

/ Not much

How would  you  describe  the  music?

What did  you  particularly  like  about  the  performance?

What, if  anything,  would  you  change  about  the  performance?

Have you  ever  attended  a  similar  event  in  this  area? Yes No Would  you  attend  similar  events  in  the  future? Yes No

Please turn  over

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Where and  how  did  you  hear  about  this  event?

Did the  publicity  give  a  good  desciption  of  the  event? Yes No If  'No'  please  suggest  improvements

Yes No Do you  feel  this  event  was  value  for  money? Have  you  bought  a  CD? Are  you  interested  in  pre-­ordering  the  next  CD  release? Any  other  comments?

Please add  your  email  address  if  you  would  like  to  hear  about  future  performances or  CD  releases  

Thank you  for  completing  this  survey

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Â

   About  Torchlite    www.torchlite.co.uk      

Torchlite  works  with  organisations  to  realise  potential  in  the  digital  world  as  well  as   the  physical  one  by  through  the  opportunities  created  by  social  media.     Sharing  information  through  personal  networks  is  trusted  source  and  has  more   value  than  traditional  one-­way  communications.    As  Trendwatching  observed  some   years  ago,  FRQVXPHUVœGHFLVLRQPDNLQJSURFHVVHVZKLFKXOWLPDWHO\FRPHGRZQWR whether  they  will  buy  from  you  or  from  someone  else,  have  truly  shifted  to  a  new,   powerful  peer-­to-­peer  arena.   Torchlite  was  set  up  to  help  organisations  understand  changing  attitudes  and   behaviours.    We  identify  ways  to  engage  with  customers  in  a  meaningful  way;͞  to   listen  to  whatœs  being  said  in  networks,  forums,  feedback  and  ratings;͞  and  how  to   respond.   Grounded  in  marketing  and  digital  media,  we  focus  on  equipping  business  owners   and  directors  with  the  knowledge  and  insight  to  engage  with  people,  both  in  online   and  face  to  face  networks.       For  further  information,  please  contact  Diana  Marsland.   Email:    

diana@torchlite.co.uk Â

Mobile: Â

+44  (0)7976  276878  

Â

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Threads Survey Summer Tour 2011  

This is the survey taken from our audience from the tour in June 2011

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