Consumer Market Research

From an advertising/marketing standpoint, nothing is more important than knowing where your visitors are from, the composition of the visit party, how much they make, and why they visit. Some of this you can get from your online tickets sales, but there is a lot you won’t know unless you ask.

Mark and his team can put together a turnkey solution that will tell you (on an ongoing basis):

• Where are your customers from?
• What are the ages of all of the visitors?
• What is their income and education?
• Why did they visit?
• How often do your guests visit?

There are many different ways to do programs like these, ranging setting up analytics and reporting of data you already have to in-person surveying. We’ll work with you to put together a turnkey program that matches your needs and budget.

Measuring and interpreting guest satisfaction at out-of-home entertainment venues is what we do best here at Carousel Insights. We’ll not only tell you whether your guests are happy, but why they’re happy, why they’re unhappy, and what you specifically should do to change it. Mark and the Carousel Insights team can create programs to regularly and consistently measure guest satisfaction for:

• Theme parks and amusement parks
• Waterparks
• Zoos, Aquariums, and outdoor attractions
• Artistic venues
• Individual or chain restaurants
• Individual or chain hotels
• Retail shopping venues

Our guest satisfaciton methodologies are pressure tested. We will customize them specifically for your venues, but leveraging best practices from numerous other programs. We will provide:

• Methodology design, based on your venue
• Questionnaire development
• Data collection program design and implimentation
• Regular, automated, easy to understand reporting
• Key driver analysis, to identify what matters and what doesn’t
• Summary reports with live presentation

If you’re working with third parties for advertising agencies, web development teams, or loyalty programs they will likely ask you for the personas of your users. Personals are archetypical users whose goals and characteristics represent the needs of your key guest segments.

Persona development usually includes some level of segmentation analysis, where we look at your guests and break them into actionable groups.

Mark and his team has a lot of experience with personas and segmentation for attractions, and can provide you with:

• Identification of your key segments
• OOH Key drivers of each segments
• Personas for each of your key segments
• Most effective channels for reaching each segment

Each of our personas include the following, which can of course be customized depending on your need:

• Basic demos, personality, favorite brands, preferred channels
• Entertainment drivers
• How they spend weekends and vacations
• OOH entertainment influencers
• OOH entertainment core needs
• Favorite OOH venues
• OOH motivators
• OOH pain points
• Perfect day at your venue
• Frustrations at your venue
• Biography
• Custom components, depending on need

View a sample persona to give you a sense of what they look like.

Pricing research is all about understanding trade offs. Sure, everyone wants to pay less, but they also want more — more services, more pizza, more value. When you understand the tradeoffs people are willing to make, and once you take into account the costs, you can better understand how much to charge to drive the highest revenue and gross margin dollar.

Using a combination of advanced research techniques, A/B testing, and analytics, Mark Kupferman and his team have been successfully identified numerous pricing-related insights that have led to more sales, attendance, and revenue.

Our pricing research services can help you:

• Identify the right mix of products/prices
• Determine prices for new products
• Design bundles that drive more non-admissions revenue
• Create strategies for growing lifetime value & retention
• Understand how your pricing is impacting your attendance
• Determine which prices are safe to increase
• Design programs to integrate price testing into your planning process

Fundamentally, most OOH entertainment consumers just want new and interesting ways to spend time together. For you to succeed, you need to know as much as you can about the consumers in your market and how they prefer to spend their leisure time.

Mark Kupferman has been collecting data and studying regional attraction visitors for decades. He can help you by:

• Measuring your share of voice in your markets
• Identifying your competitive share of wallet
• Providing periodic attendance estimates of your competitors
• Determining key drivers of attendance in your market
• Identifying opportunities to grow market share

Part of the art of owning/operating an out-of-home entertainment venue is deciding what new rides, exhibits, or attractions to introduce for your guests. Consumer feedback shouldn’t dictate these decisions, but making it part of the process can help you optimize them.

Carousel Insights can help you:

• Understand the wants/needs of each of your key guest segments
• Estimate the impact of various choices on attendance
• Measure the likely impact on overall guest satisfaction
• Determine restaurant/food concepts most likely to satisfy guests
• Identify which brands and merchandise lines will sell the most
• Explore the impact on capacity and throughput

Advertising research isn’t just about whether consumers like one creative execution or another. You also need to understand where to advertise to reach your target, the right messaging to use, and how you can effectively cut through the clutter with the right audience.

Mark has executed hundreds of creative tests for out-of-home entertainment venues and can help you to understand what approach is most likely to be effective with your audience.

Mark and his team can provide you with:

• Guidance regarding message points, offers, and visual cues
• Effectiveness scoring of your current creative
• Benchmarks against competitive advertising
• Attribution analysis for both attendance and web conversions

Groups represent anywhere from 15% to 50% of a venue’s business, and understanding what drives the planning process for different types of groups can have a significant impact on your attendance.

We’ve surveyed thousands of groups, and conducted dozens of group surveys. We can help answer questions like:

• When is the best time to market to groups?
• How can you sell more add-ons?
• What really drives the decision to visit one venue vs another?
• What does it take to get a group to visit two years in a row?

Tracking studies allow you to monitor changes in your competitive and operating environment over time. The key is to set up systems that allow you to collect the same information (in the same way) over time.

Tracking studies are much more effective than point-in-time studies at identifying changes from one period to the next.

Mark has designed and implemented a number of effective tracking studies over the years, including:

• Guest demographic tracking
• Guest satisfaction tracking
• Employee satisfaction tracking
• Regional consumer leisure behavior
• Vacation behavior tracking
• Pass purchase behavior tracking

Mark and his team can provide you with:

• Tracking program design and implementation
• Pressure-tested questionnaires focused on OOH business needs
• Ongoing maintenance and support
• Regular, easy-to-use reporting

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If you have data, we can help you make sense of it! While that admittedly sounds vague, the reality is that attractions have systems that generate a tremendous amount of data, but aren’t always provided with the tools to analyze it. We can help you turn the data into insights and learnings.