Illustrative engagement. A representative scenario showing how we approach this kind of work in entertainment. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping entertainment
Live events, theme parks and entertainment brands sell experiences. Ticketing, crowd experience and sponsor value decide whether people come back.
- Ticket pricing and booking ease affect attendance
- On-site experience drives repeat visits
- Sponsors expect audience evidence
Client background
A live events promoter, working in India & UAE. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A live events promoter
- Sector
- Entertainment
- Team engaged
- Market Research
- Services
- Consumer panel, Online surveys
Client challenge
Tickets for some shows sold out instantly while others sold slowly, and the promoter wanted to understand price and timing decisions.
Research objectives
- Deliver on the brief: understanding how fans buy concert tickets.
- Understand the views, needs and behaviour of concert-goers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 4 weeks.
Target audience
The work focused on 1,800 concert-goers.
- concert-goers1,800
Audiences we typically reach in entertainment
Event-goersTheme-park visitorsTicket buyersSponsorsFamilies
Geographic coverage
Coverage: India & UAE. Markets: India and United Arab Emirates.
- India
- United Arab Emirates
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Fan survey
- 3Price sensitivity questions
- 4Insight
We surveyed recent concert-goers on discovery, booking timing, price expectations and group buying.
Consumer panelOnline surveys
Sampling strategy
- concert-goers
- 1,800
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
- Price and trade-off analysis
Key findings
- Fans bought late when they waited for friends to commit.
Live events are social purchases.
Recommendations
- Build on the core insight: live events are social purchases.
- Focus effort where the evidence was strongest: fans bought late when they waited for friends to commit.
- Re-measure after the changes to confirm the effect.
Business impact
- The promoter introduced group booking with a short hold period.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what value did sponsors get?