Understanding your customer profile and your marketplace

Client: Nuffield Theatre, Southampton

In order to plan for their audience development and communications strategy the Nuffield Theatre needed to first understand who their customers are (and are not) and where they do (and do not) come from.

In order to bring about this insight, we used our specialist mapping and socio-demographic profiling software to show which segments of the resident population in their catchment area form the core audience for Nuffield Theatre events, and where they live.

This creates a clear understanding of hot and cold spots to plan and target communications most effectively. We are also able to divide the Nuffield Theatre’s programme into distinct strands in order to understand differences between the audience profile for different products in their overall offer.

Better understanding of the customer profile leads to more affectively targeted communications and increased return on investment.