A series of focus groups and a telephone survey were conducted in July-October, 1987, to find out residents' perceptions of the symphony and attending performances, what the needs were of current subscribers and why other subscribers had lapsed in their season ticket subscriptions. The project was managed by West & Company Marketing and Advertising, Jacksonville, and the Atlanta office of Message Factors, a national marketing research company.
"Historically, symphony orchestras have directed their efforts toward a rather narrow market segment," says Ben West, president of West & Co. "As a result, feedback in the form of trust and estate contributions, grants and other financial endowment programs has been restricted to the same approximate demographic group. The market research has enabled the JSO to reach out beyond the audience to whom it currently appeals."
Dean Corey, the orchestra's executive director, explains: "While our product of classical performances is enjoying an ever-increasing appeal, maintaining a solid subscription base for the future will necessitate the use of new packaging techniques. Only sophisticated marketing research can point us in the right direction. In the past, we have relied on our intuition and experience. Now, we will have valuable data to add to the decision making process."
The initial phase of the research, six focus groups, was conducted by Sun Research Corp., Norwalk, Conn. Three types of subscribers were selected to participate: 1. Current JSO subscribers, both long?time and recent patrons and pops program subscribers. 2. Lapsers, long?time and recent subscribers who had not renewed their subscriptions, and 3. Aware non?subscribers, including single?evening and never attendees.
The screening specifications for the individuals involved in the study were based primarily on education and income, says West. These individuals, among them college profess...