No matter the scale, the insights generated by market research are built on the same foundation: we all seek to understand the human mind and translate our findings into actions using the following precepts:
- Data agnosticism: Pick the right tool in your toolkit for the job—when we have a question, there are multiple resources and techniques for getting at the answer .
- Data synthesis: Combine data from multiple sources (qualitative and quantitative, primary and secondary) to provide a 360-degree view of the solution to the problem.
At AKA, we regularly dive into a variety of methods, including website and UX consumer behavior, qualitative surveys with a panel of 12,000 entertainment seekers, digital media campaign data, sales patterns and zip code trends, and a host of historical databases for benchmarking and strategy that we’ve been building for almost a decade. Each tool uncovers a piece of the puzzle of how to get people off the couch and into our theatres and attractions. And thanks to this conference, we now have a few more tools in that toolkit.