Fandom and audience insight
We’ve been working with the London Philharmonic Orchestra to build a strategy to reach and engage newer, younger audiences. We’ve explored ideas we can borrow from fan culture to develop some hypothetical approaches and tested these through a series of focus groups where we gained powerful and instructional insights that the team is now putting into play.
We invited groups who had not previously been orchestral attenders to attend an LPO concert. Before they did so they answered some pre-visit questions about their hopes, fears and expectations. A few days later they came in for focus groups where we unpicked the differences between their expectations and the reality – and explored what might have persuaded them to attend of their own volition and could be employed to resonate with others like them.
These focus groups covered a wide range of topics including what they got out of the concert, branding and brand positioning, digital and social media content (testing real examples on them), how they navigate repertoire choices and the role merchandise could play.
