Classical Music Consumer Segmentation Study
Classical Music Consumer Segmentation Study
How Americans Relate to Classical Music and Their Local Orchestras Commissioned by 15 American Orchestras and the John S. and James L. Knight Foundation
INSIDE THE
C U LT U R A L Consumer's Mind
Classical Music Consumer Segmentation Study Final Report
FINAL REPORT
Classical Music Consumer Segmentation Study
How Americans Relate to Classical Music and Their Local Orchestras
October 2002
Commissioned by the John S. and James L. Knight Foundation and 15 American Orchestras:
Brooklyn Philharmonic Orchestra Charlotte Symphony Orchestra Colorado Symphony Association Detroit Symphony Orchestra Hall Fort Wayne Philharmonic Orchestra Kansas City Symphony Long Beach Symphony Association Louisiana Philharmonic Orchestra New World Symphony Oregon Symphony Association The Philadelphia Orchestra Association Saint Louis Symphony Orchestra Saint Paul Chamber Orchestra Symphony Society of San Antonio Wichita Symphony Society
? 2002 Audience Insight LLC
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Classical Music Consumer Segmentation Study Final Report
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ABOUT
The Study
Abstract
Orchestras are adrift in a sea of classical music consumers who rarely, if ever, attend live orchestra concerts. With more than 25,000 interviews with potential classical consumers and orchestra ticket buyers in 15 cities, the Classical Music Consumer Segmentation Study offers a sweeping view of an art form in transition and an orchestra field increasingly detached from its potential customers.
The study paints a detailed picture of how consumers fit classical music into their lives -- listening to classical radio and recordings in their automobiles and homes, and attending live concerts in churches, schools and traditional concert venues. Roughly 10 percent to 15 percent of Americans have what might be termed a close or moderately close relationship with classical music, and again as many have weaker ties. Across the 15 study cities, approximately one if four adults are prospects (i.e., potential orchestra ticket buyers). But only half of those who express the very highest levels of preference for attending classical music concerts actually attend, even infrequently.
On a tactical level, the study produced a long list of ideas for new and refined marketing strategies. Subscription marketing, the study suggests, is an increasingly dysfunctional marketing paradigm that is often at odds with the goal of attracting younger audiences. From a strategic standpoint, increasing attendance -- or at least staving off a decline in attendance -- may require a loosening of the definitional boundaries around "classical music" and structural changes to the concert experience that recognize the underlying values and benefits that consumers seek from listening to classical music and attending live concerts.
Study Team
Audience Insight LLC P.O. Box 423, Southport, Conn. 06890 Telephone 203-256-1616 Email: info@
Alan S. Brown, Project Director Steven A. Wolff, Principal Andrew J. Fish, PhD, Research Director Mary Beth Fenlaw, Project Manager Chris Lorway, Analyst Erik Swenson, Analyst
Audience Insight is the research affiliate of AMS Planning & Research Corp.
Classical Music Consumer Segmentation Study Final Report
ACKNOWLEDGEMENTS
The consultants are grateful to entire study team for their support and encouragement throughout the study.
Knight Foundation Staff ? Penelope McPhee, Vice President and Chief Program Officer ? Larry Meyer, Vice President of Communications ? Lisa Versaci, Director of National Venture Fund ? John Bare, Director of Program Development and Evaluation ? Gary Burger, former Arts & Culture Program Director
Expert Panelists
Two marketing experts assisted the study team in formulating the research plan:
? Joanne Scheff, Adjunct Associate Professor of Arts Management, J.L. Kellogg
Graduate School of Management, Northwestern University, and Principal, Joanne Scheff Arts Management
? John H. Mather, Professor of Marketing, Graduate School of Industrial
Administration, Carnegie Mellon University
Study Advisory Group
The Study Advisory Committee provided guidance and feedback to the study team with the overall goal of keeping the study relevant to the day-to-day issues and challenges facing orchestras. The group included administrators, board members and a musician.
? Ed Cambron, Dir. of Marketing and Patron Services, Philadelphia Orchestra ? Julia Kirchhausen, Former Dir. of Marketing, St. Paul Chamber Orchestra ? Don Roth, Past President and Executive Director, St. Louis Symphony Orchestra ? Christopher Stager, Former Dir. of Marketing, Brooklyn Philharmonic Orchestra ? David Tang, Associate Conductor, Charlotte Symphony Orchestra
Our heartfelt thanks go to each of the current and former staff members of the 15 orchestras whose assistance and cooperation made the study possible. We are especially indebted to the Charlotte Symphony Orchestra for serving as the test site for the various methodologies.
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Classical Music Consumer Segmentation Study Final Report
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TABLE OF
Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Key Themes And Observations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Research Goals & Methodologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Research Goals & Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 The Central Hypothesis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Methodologies & Data Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Towards A New Model Of Classical Consumers . . . . . . . . . . . . . . . . . . 29 Classical Music Prospects And Market Potential . . . . . . . . . . . . . . . . . . . . . . 30 Segmentation Strategy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Defining A Pool Of Potential Classical Consumers . . . . . . . . . . . . . . . . 35 Demographics Of Classical Music Consumer Groups. . . . . . . . . . . . . . . . . . . 37 Unactualized Affinity -- The Other Half Of The Glass . . . . . . . . . . . . . . . . 39
How Consumers Relate To Classical Music . . . . . . . . . . . . . . . . . . . . . . 41 Types Of Classical Concerts Attended . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Venues Used For Live Concerts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Consumption Of Classical Music Via Electronic Media . . . . . . . . . . . . . . . . . 45 Attitudes About Classical Music . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Segmentation Model: Art Form Relationship . . . . . . . . . . . . . . . . . . . . . . . . 60
How Consumers Relate To Their Local Orchestra . . . . . . . . . . . . . . . . . 73 Social Context . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Initiators And Responders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 Other Results -- Local Orchestra Relationship . . . . . . . . . . . . . . . . . . . . . . . 92 Segmentation Model: Local Orchestra Relationship . . . . . . . . . . . . . . . . . . . . 95
The Prospect Universe For 15 Orchestras . . . . . . . . . . . . . . . . . . . . . . . 99 The Prospect Matrix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100 Segment Descriptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Consumer Behaviors And Arts Attendance. . . . . . . . . . . . . . . . . . . . . 115 Values And Benefits Of Classical Music . . . . . . . . . . . . . . . . . . . . . . . . 123 Report Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-1
Research Goals And Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-2 Methodology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-6 Protocols . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-15 Focus Group Summary Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-44 Data Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A-85
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