Hello hive mind – I am working on a list of questions for a focus group we will be conducting of 1st time concert-goers. I want to know: What would you ask? Our goals are to understand: 1) Where do people attending for the 1st time learn about the LAKES AREA MUSIC FESTIVAL, and what factors into their decision to attend? 2) What are the most important contributing factors to a 1st-time experience, whether positive or negative? 3) What will factor into someone's decision to attend a 2nd-time, and how can we address that? If you have other ideas about what we should try to learn, please add them in the comments!
My recommendation: Weed out any answers that have to do with the product itself, and try to get to the deeper why. What did they walk away with that they didn't have before? What's the outcome they experienced? This is very tricky to suss out, because customers tend to give surface level answers. We talk all about this in my Audience Alchemy course. 😉
Take a look at our #TomorrowsAudience report which surveyed first time attendees - it might give you some useful ideas to test. https://www.indigo-ltd.com/share/hot-topic/tomorrows-audience
What was it that made you buy a ticket to this event? Did you bring someone else with you? If so, who? How did the concert make you feel? Do you go very often to these kinds of events? Approximately how many times per year would you go? Is price a factor in your decision to come? Has tonight's concert made you want to come more often?
Going a bit deeper on point no. 1, I always like to know why they chose that specific programme/event above all the others.
I think I'd spend some time exploring how they heard about the festival, did they share with others, what would make the experience better, the best thing/worst thing about the festival, and the all important "What did we forget to ask?"
What do you love about (live) music?
Connecticut Arts Administrator of the Year, Department Chair, Choral Director, with Passion for Arts Education and Student Development
1moAre your goals also the list of audience questions?