Our client, an international show production company, wished to understand how consumers typically purchase tickets to live entertainment. Furthermore, they wanted to understand what was driving the purchase decision, what channels they use, and how they perceive ticket reseller platforms, especially discount focused ones such as Groupon.
We surveyed over 1,000 Live Entertainment Buyers (LEBs) and asked them about their typical habits when it comes to purchasing tickets for a show. We also deep-dived into their awareness and perception of ticket reseller platforms and the impact each of them would have on our client’s brand.
The survey allowed us to identify the channels used most often by consumers. It also allowed us to assess the image of ticket resellers and daily deals platforms. Moreover, the study allowed us to measure the impact an association between daily deal websites and our client would have on their brand. This research informed our client’s strategy for ticket distribution and partnership for their upcoming tour.