Independent exploratory research to understand existing and potential audiences.
- provided evidence to demonstrate some of the key outcomes and impacts that More Music has had on its current and past participants (drawing on the context of the last 20 years of operation)
- outlined the current More Music audience profile, perception, engagement, satisfaction, behaviour and motivations (in order to be able to steer marketing strategy going forward)
- assessed how the work of More Music has impacted on its internal audiences, considering professional development and key learning points/best practice examples within the context of the current business plan objectives
- outlined stakeholders’ current perceptions of the organisation (in order to evidence how relationships could be strengthened and/or developed to achieve synergy of strategy and therefore encourage sustainability).
The findings are being used to inform and improve marketing planning, advocacy work, business planning and stakeholder relationships.