Arts Marketing
Conjoint Analysis

Craft Offerings Based on Your Patrons’ Preferences

Using conjoint analysis, we help you determine your audience’s programmatic preferences and their willingness to pay. Conjoint analysis helps you curate seasons, offerings, loyalty programs, and pricing to successfully reach your audience development and revenue goals.

Conjoint Analysis

A statistical technique famed for its advanced ability to predict customer behavior, conjoint analysis uses decision modeling to predict demand for variables within an offering. Conjoint analysis is suitable for performing arts organizations, museums, gardens, zoos and aquariums, and other attractions, and provides specific insight into the intentions of your audience or visitors.

Optimize Your Prices—Before You Go on Sale

By simulating the purchase path and distilling demand for performance variables, conjoint analysis predicts the demand at various price points and identifies the revenue maximization price. Using this data, we optimize price points according to the organization’s goals. The results: prices that draw audiences and revenue from the start of the sales cycle, without relying on price adjustments.

Program with Real Audience Knowledge

A conjoint analysis will predict demand for programs under a variety of different conditions—including (but not limited to) title or content, artist, time of day and week, and venue. With this knowledge, organizations can use demand predictions to program seasons that will reach their audience and revenue goals.

Position Offerings Based on Your Desired Audience

One of the outcomes of a conjoint analysis is audience segmentation based on current and prospective audience attitudes, willingness to pay, demographics, and interests. Organizations use these audience segments to determine what programs, offerings, and prices will engage each audience segment and how to message to them appropriately.

Determine the Ideal Membership Model

Conjoint analysis is the ideal research methodology for determining the membership benefits and prices that will allow you to reach your membership goals. By testing demand for various membership benefits, conjoint analysis provides the data to craft a membership model that will enable success, with revenue and demand projections attached.

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