Research that helps you make better decisions – faster.
Baker Richards delivers market research and audience insight for performing arts organisations and visitor attractions, designed to answer the questions that matter most: who your audiences are, what they value, and where the biggest opportunities lie.
From patron preferences to market segmentation and advanced demand modelling, our research gives you robust evidence to shape strategy, strengthen business cases, and invest with confidence.
Patron Preference Analysis
Understanding what audiences really value is the foundation of better decision-making. Our entry-level Patron Preference Analysis helps arts organisations and visitor attractions identify which experiences, benefits, and pricing structures matter most to different customer groups – and how those priorities shift across demographics, visit frequency, or membership type.
This research goes beyond satisfaction scores to reveal the trade-offs people make when choosing what to attend, what to upgrade, and what makes them come back. It’s particularly useful for shaping programming strategy, improving membership propositions, refining visitor experiences, and targeting marketing investment where it will have the greatest impact.
Market Sizing and Segmentation
Whether you’re planning growth, building a business case, or rethinking your audience strategy, you need a clear picture of who your market really is – and how big the opportunity might be. Our Market Sizing and Segmentation research provides robust estimates of potential demand and breaks your audiences into meaningful groups based on behaviour, motivations, and willingness to engage.
For performing arts organisations, this can support touring strategy, repertoire planning, and identifying underdeveloped audiences. For attractions, it can inform product development, seasonal planning, and regional marketing strategy. The result is a clearer understanding of where growth can come from – and which audiences are most likely to respond.
Advanced Market Research to Inform Strategy
(including Choice-Based Conjoint Analysis)
Some of the most important strategic questions are also the hardest to answer – because they involve predicting future behaviour, not just analysing past performance. Our advanced market research techniques help organisations test new ideas, evaluate strategic options, and quantify how audiences might respond before major investment is made.
One of the most powerful tools we use is choice-based conjoint analysis – a structured method that reveals what people are most likely to choose when presented with realistic options. This allows you to measure willingness to pay, understand which features drive decisions, and model how changes to pricing, packaging, programming, or visitor experience might affect demand.
Get in touch
Contact one of the cultural scientists at Baker Richards to discuss your unique requirements.
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