Steppenwolf Theatre.
The Philadelphia Orchestra.
The NY Philharmonic.
Huge organizations. Plenty of resources. Lots of smart people in their admin offices.
Each of these organizations had theories about why people did, or didn't attend their work.
Then each one did market research and asked their patrons (and non-patrons) some thoughtful, insightful question.
And when they got the survey back, they all had one thing in common.
They were wrong.
Some were a little wrong in their conclusions, some were A LOT wrong.
So if these huge organizations, with plenty of knowledge needed to do research to get an accurate read on their audience?
Too expensive?
Too time consuming?
Think of it this way . . .
How much does being wrong about your audience cost you?
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