Services — Research, insight and evaluation

“Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.” David Ogilvy

We believe in research that can make a difference – that is clear, unambiguous and useful.

When working with individual organisations, we use research alongside other types of insight to ensure we are building a rounded and comprehensive picture, and to help put context around the findings.

Our large-scale national research programmes always offer a free point of entry, and have helped organisations across the UK and internationally to understand audiences and inform communications and business planning.

Large-scale national benchmarking surveys

We undertake two major benchmark surveys enabling you to compare your findings with similar organisations:

A post-show ‘experience survey’ – sent to attenders after their visit. You are able to see results per production, and also compare your results in a 6-monthly benchmark with similar organisations

Annual Customer Survey – sent to attenders over the last three years, to understand motivations, barriers, but also flesh out the profile you have of your visitors and audiences. By using standardised questions for part of the survey we can again provide benchmark comparisons.

Quantitative and Qualitative Research

Whether it’s finding out how existing customers behave, what media they consume, or how the view your brand or venue, we can design cost-effective and timely research methods to augment the picture you already have of your customers and visitors.

We aim to design research that complements other sources of data you have – such as box office, or industry-wide data – making sure you have a context for your findings.

We will help you to determine the appropriate research methods to use to gain the maximum insights.

Evaluation and Measurement

Sometimes you need to design a way of measuring the success of a programme of work, either to feed back to funders, or simply to evaluate against your overall objectives.

We have helped many organisations design simple and pragmatic ways of doing this, combining existing data from ticket sales and existing sources, with simple research tools to give a powerful picture of the effectiveness of their work.

Audience overview

Do you need an overall picture of your audiences – how they are behaving over recent years, what they think of you, and what their characteristics are? We use a combination of data analysis, desk research, surveys, and benchmarking techniques to pull together a comprehensive and clear picture of your current audiences – and identify opportunities for potential development.

Market assessment

Do you need to find out the size of the market available to you for what you do? Perhaps you want to better understand the profile of the people who live in your catchment area – and how well you're engaging with them. What scope is there for growth, or have you already saturated the market? We can help you to understand all of those things and identify the ‘hotspots’ in your area that are ripe for developing audiences.

Indigo has a wealth of knowledge and understanding about arts audiences, and a creative and strategic approach to getting results and providing advice to arts organisations. 

Nicola Young, Communications Director, Belgrade Theatre Coventry