While onsite audience studies profile current visitors, market research provides insights into the potential audience. Conducted by telephone, online and on smart devices, these surveys tell you who should be coming, but is not, and why. They estimate the potential market and any challenges that stand in the way of realizing that potential.
In addition to the quantitative methods, ARA conducts qualitative research in the form of focus groups, one-on-one depth interviews, and post-performance intercepts. In focus groups, we explore interests and attitudes, gauge reaction to marketing materials, find ways to talk about new missions, and generate new ideas. Individual depth interviews are useful where group dynamics may prevent complete disclosure. They are especially effective with high-end clients (donors and sponsors) and in business-to-business marketing situations where competition may exist.