Audience Research for Stage Arts
Industry: Public cultural services
Type of work: User Reseach \ Strategy
Client: Beijing Culture and Art Foundation
My Role: User Research, Strategy, Service Design
Teammates: collaborated with two service designer from our company
Date: Mar.2022-Apr.2022
Extent of the project: 2 months, full-time
About the project
This is an in-depth research project aiming to explore the demands of stage art audiences in Beijing and improve the communication and promotion strategies of stage performances.
We interviewed 20 audiences in Beijing with diverse backgrounds, covering students, corporate employees, government agency staff, professionals, and retirees. The interviewees also have different levels of understanding towards stage performances, from newcomers to senior lovers. And the same time, we also visited 5 representatice theaters in Beijing.
What I did
I have been fully involved in this project, from recruiting and screening users, conducting interviews to final report generation.
This project aims to gain insight into audiences’ genuine experiences and deeper motivations for watching stage performances, and identify the key factors that shape the atmosphere and social environment of stage art appreciation.
Report
Project Impact
The strategic recommendations from this project have been adopted, some of the recommendations regarding building an integrated online platform, providing more interactive experience, and cross-sector collaboration have been put into practice.