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.
Who are our current and potential audiences, and how do we align our purpose and price with the people we want to reach?
Achieve audience alignment: connect your values, purpose and future direction with the people you want to reach, grounded in robust behavioural data and market research, and expressed through a single segmentation model adopted right across the organisation.
How this can scale by budget
- Focused · a focused audience review using existing data and a short set of priorities
- Core · segmentation or behaviour analysis plus strategic recommendations
- Extended · a full audience development project with research, workshops and implementation planning
How can we improve commercial performance without weakening value, access or long-term demand?
Building long-term financial stability through smarter ticket and entry pricing, product design and visitor spend, without compromising access, reputation or public trust.
How this can scale by budget
- Focused · a short review of pricing, or one specific commercial question
- Core · data analysis, benchmarking and a fuller set of recommendations
- Extended · wider commercial redesign, modelling, testing and support through implementation
How can we give people a stronger reason to return, stay connected and spend more over time?
Turn occasional visitors into loyal advocates. Use audience insight to increase retention, frequency and lifetime value. Build membership and loyalty models that strengthen commitment and long-term engagement.
How this can scale by budget
- Focused · a review of an existing scheme or a specific loyalty question
- Core · analysis plus redesigned structure, pricing models or benefits packages
- Extended · end-to-end redesign with research, modelling, messaging and testing support
Where do we stand, what is changing, and what can we learn from the wider sector?
Market and sector research brings together benchmarking, market intelligence, sector research and learning support. It helps organisations look beyond their own data, understand wider practice and use external evidence to support planning, leadership discussion and team development.
How this can scale by budget
- Focused · a short benchmarking exercise or external context note
- a tailored review with implications for planning or decision-making
- a broader programme of research, benchmarking, workshops and team support
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
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.
Get in touch
Contact one of the cultural scientists at Baker Richards to discuss your unique requirements.
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