sneak preview presentation: proposal
DESCRIPTION
This presentation was used to conduct research with a focus group to explore the perceptions and attitudes of the client's subscribers and to explore the company's marketing strategies to increase membership.TRANSCRIPT
UCLA ExtensionSneak Peak Focus Group Recap
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Table of Contents
Topic Slide Number
Background, Objectives and Approach 3
Perceptions of Sneak Preview 8
Fluctuations in Different Quarters 12
Reasons to Choose Sneak Preview 19
Social Media Options 25
The Perfect Wednesday Experience 28
Satisfaction with Sneak Preview 30
Results 32
Next Steps 34
Suggestions 39
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Background
With the purpose of assisting Sneak Preview with their problem of “filling seats,” UCLA Extension market research class agreed to conduct an exploration of the Sneak Preview experience from the members’ perspective. One main concern is that Sneak Preview’s main patrons are an older audience, but would prefer to attract a younger crowd.
In order to better understand these elements in the mind of the member and gain deeper insight into their relationship to Sneak Preview, the market research class conducted a focus group.
Based on inputs from this qualitative phase, the UCLA extension market research class has identified a host of strengths, weaknesses, and opportunities, and threats.
Suggestions for a follow up quantitative study will be a part of this report as well so Sneak Preview can continue their research to improve membership.
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Research Objectives
• Understand current members’ perceptions and attitudes towards Sneak Preview:
– Understand feelings on the overall experience– Comparison of quarters and movie selections– Perceptions of the current audience
• Identify the top reasons the members attend
• Explore areas of value and improvement
5
Research Approach – Focus Group
• One focus group of 11people was held on March 14, 2012, at the venue.
• Conducted research with a diverse audience to ensure that we gained perspective and insight from a number of key constituencies
– Person 1: Female Age: 25-40 2 year membership– Person 2: Female Age: 50-65 1 year membership– Person 3: Male Age: 35-50 5 year membership– Person 4: Female Age: 25-40 3 year membership– Person 5: Female Age: 50-65 20 year membership– Person 6: Female Age: 50-65 3 year membership– Person 7: Female Age: 50-65 4 year membership– Person 8: Female Age > 65 4 year membership– Person 9: Female Age: 50-65 12 year membership– Person 10: Female Age: 50-65 1 year membership– Person 11: Male Age: 50-65 1 year membership
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Sample Demographics
Age Mixed, with majority of 50-65, one older person, and two in the 25-40 range
Gender 9 females and 2 males
Ethnicity Mostly Caucasian, 1 Asian, 1 Hispanic
5 pack member 1 person
Full Quarter member
10 people
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Reminder
Qualitative research is meant to elicit consumer opinion and insights and should be considered directional in nature, not projectable.
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Perceptions of Sneak Preview
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• Respondents had mostly positive comments about the venue
– Good location
– Clean bathrooms
– Good sound system
– Convenient parking (also meters are free after 7pm)
The Venue
10
• Respondents’ negative comments
– The angle of incline on the seats isn’t great
o Hard to see the bottom of the screen; A problem seeing subtitles
o No guarantee on the view of the movie because someone tall or with big hair can always sit in front of you
o Some people unnaturally sit in the very front of the theatre on purpose
– Not many dining or dessert options within walking distance
– No hearing assisted devices
The Venue
11
• Most people recognize that the majority of the audience members are much older and already have white hair
– Older members view this event as a more social experience, often meeting up with friends before the film to get food together or carpool
• For the younger members who do come, it does not seem to be as social
– Most younger members work, so they come straight from work with no time to get dinner ahead of time
– Their line of work is involved with the film industry so they have more personal reasons for attending
Current Audience
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Why do we see a dramatic fluctuation in membership over different quarters?
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• Fall is the most popular quarter. Members attribute that to the timing of the academy awards.
• Winter quarter is the next most popular, with Spring and Summer being the least popular
• Long-term members are well aware of the release patterns of movies and have their own personal favorites
• The members understand that the strength of the films within a quarter rely heavily on who is the moderator
• The attendance of different quarters correlates to the popularity of the moderator and the members’ perception of that moderator’s connections and film choices
Quarters
14
• The members feel that the moderator can make or break a season, which influences their purchase choices
• The focus group was split in their answers to the types of movies they preferred. – Some wanted more Blockbuster films– Some came specifically to see independent or foreign films
• They enjoyed these knowing that the moderator hand picked the film• It is something they would not know how to seek out themselves or
watch in the conventional theatre
• General comment about the moderator– The audience does not like it when the moderator analyzes the
movie beforehand; they want to come to their own conclusions first
Moderators and Movie Selections
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• One focus group member just purchased the five pack and liked the option because it can be hard to predict a work schedule, and sometimes they would have to miss a screening.
• The 5 Pack provides flexibility with scheduling and attendance at the films
• This options also makes it very important to have an easy way for members to know what the upcoming movies are
The 5 Pack!
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• For the members who bought the whole season, some enjoyed not knowing which movies were going to be shown: they like the aspect of surprise
• For the members who bought the 5 pack, knowing which movies will be shown is essential
• The current website and phone system is outdated and unreliable
Upcoming Films- Knowledge is Power
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• Most members took advantage of every discount they could, from senior to Osher
• One focus group member mentioned that the $10 discount from early bird to regular isn’t large enough to really sway her purchasing decision
• Only one person answered “How did you hear about us?” – They saw the link to the Sneak Preview class from the
Osher website
Discounts and Awareness
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• All focus group participants expressed frustration at how difficult it was to find out what film was playing next– Website is not updated in a timely manner– The automated phone system can get confusing; one focus group member was
passed around from person to person within the system trying to find out about the next movie
• Although moderators do a good job of stating upcoming movies at the end of current films, those that do not attend the previous weeks film will not have heard the announcement
• Focus group members expressed interest and excitement for a consistently updated website with information on the film, guest speaker, and a clip of the movie trailer
Notification of Upcoming Films
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Why do people attend Sneak Preview?
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• They, or a member of their family, are in the film industry
• The Q & A
• To see movies they wouldn’t normally seek out or know how to find on their own
• A nice break between the work week
• Trust the program because of its association with UCLA Extension
Why do they attend?
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• Good venue and easy parking
• Social event, for friends and family
• Current UCLA students in the international program who want to see US and independent films
• Faith in the moderator picking the movies; Confidence in seeing top picks for independent or foreign films
• Like the variety of films
Why do they attend?
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• Every focus group member agreed that the Q&A at the end of the screening was a huge draw for Sneak Preview– Although, at the event we attended, we noticed many people did not stay for
the Q&A after the movie
• Guest Speakers– Some participants commented that its not always necessary to have the actor,
director, or writer of the movie for the Q&A. – In the past, audiences really enjoyed the Cinematography and Costume
Designer guests just as much– Having more than one guest speaker usually livens the Q&A and is more
entertaining for the audience
Question & Answer
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• It is important that the moderator be engaging, ask good questions, and leave time for questions from the audience
• The attendees are aware to not ask negative questions, since the guest is usually there as a favor to the moderator
Question & Answer
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• Older audience members do not like to drive after dark, and sometimes cannot sit for long periods of time
• Audiences cannot hear the guest speaker if they are not speaking into the microphone well enough
• If the attendee was upset by the movie for various reasons, they will usually not have an interest to stay and hear more about the movie
Reasons for not staying for the Q&A
25
Social What?
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• Although many guest do appear to have smart phones, there was a distinct lack of connection to social media and its possible incorporation with Sneak Preview amongst the focus group members
• A suggestion that Sneak Preview use social media to engage with patrons was mostly dismissed, with the exception of the younger participants
Social Media
27
Some ideas of interest in social media connections
• Possibility to vote on recently screened films that they liked
• The ability to follow their favorite moderator
• Place to summarize the movie and share thoughts about it
• A way to connect with other people active in the film industry
• A way to vote on which upcoming films they would like to see
Social Media
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Describe your perfect Wednesday night with a Sneak Preview film?
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• “Getting ready, my friend comes over, we go to dinner somewhere nice near our home, then go to Sneak Preview, stay for the Q&A, then discuss the movie on our way home and into the next day”
• “Getting out of work early enough to grab dinner at Kate’s nearby before the movie. Lots of people from Sneak Preview go there.”
• “Grabbing dessert after the movie, but unfortunately there are no nearby dessert options.”
The Perfect Wednesday Night
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Would you recommend Sneak Preview to a friend?
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YES!
A unanimous….
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Results
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• Going into the focus group we had one main concern that the majority age of the Sneak Preview patrons (“white hairs”) hurt the potential for growth with the younger audience
• The results showed that most younger participants in the focus group were aware of the drastic age difference in the other patrons, but didn’t seem to mind
• Results show that the older average age isn’t as much of a hindrance to attract a younger crowd than it is a hindrance against the moderators being able to attract films
The Main Concern
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Next Steps
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• The focus group revealed many interesting theories from the Sneak Preview members
• The next step would be to gather additional quantitative research to confirm the ideas presented
Additional Quantitative Research
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• Assisted hearing device
• Subtitles and the ability to see easily in the theatre
• Film selection and moderator preferences– Rate each quarter and/or moderator
• Discounts and price points– What price points of discounts would be significant
enough to encourage more early bird purchases
Additional Quantitative Research
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• Reasons for leaving the Q&A
• Social Media– What would members be interested in
• Website and Phone System– Confirm what information members would want
available on the website and phone system
Additional Quantitative Research
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• If Sneak Preview wants to target a younger audience, more information is needed from them.
• An additional focus group, or form of qualitative research, with only younger members is recommended– Analyze need to attract a younger audience– Location, time, tone of movies, socializing, etc.
Additional Qualitative Research
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Suggestions
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• Targeted banner ads with ESPA on the internet– Add onto existing Facebook page– Will raise awareness of Sneak Preview and
strengthen its reputation by highlighting its association with UCLA
• Discounts, promotions, and special offers targeted to weaker quarters
Suggestions
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• Based on the split responses to the movie selection preferences
– Option to make all seasons equal with a variety of types of movies
– Option to purposely target non-blockbuster (independent and foreign films) during the weaker seasons to attract a new audience
Suggestions
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• Use big name films (like The Artist), and directors and actors to promote Sneak Preview– Possibly show film clip of the Q&A to attract
audiences and put on website
• Target UCLA Extension International Students
• Target UCLA and surrounding Film and Theatre students
Suggestions
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• Centralize how people can be informed about upcoming films. Be more proactive about alerting the audience
– Email, text blasts, or social media postings
– Update website frequently
Suggestions
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Thank you!