Today we’ve been thinking about what groups of customers we have, in preparation to do full customer profiles on them. As a theatre, Hope in Hell will have 2 types of customer – artists and companies, and audience members. We need to think about how to serve both types of customer well, and how to reach both types of customer. And of course, within those two huge groups, there are many sub-groups that we need to engage with. Here’s our preliminary list:
The next step will be to do demographic research for our audiences, look at audience figures for the Crucible in Sheffield and other local venues, and start to build a profile of these 5 different groups. After that, we’ll be moving on to artists/hirers, and then focus groups! Market research is a go go!