Case Studies:

Giant Screen Film Production Company
For an international giant screen film production company, ODC conducted two Internet-based national surveys of current giant screen film viewers to get in-depth data on consumers' psychographic, lifestyle and purchasing behaviors, and receptivity to purchasing products associated with sponsorship of the client's giant screen films. Our client was able to use the findings immediately in its sponsorship pitches to major corporations and now has proprietary consumer data, giving it a unique competitive advantage. By conducting Internet-based research, the client was able to conduct a longer, more comprehensive survey than would be possible with typical intercept research conducted at giant screen theaters.

IMAX Theater
For an IMAX theater that had been experiencing an attendance decline, ODC conducted a local resident and tourist market survey through a mixed methodology of onsite and offsite intercept interviews and a telephone survey. The study addressed issues such as decision-making criteria; reasons for non-visitation or infrequent visitation; perceptions of ticket pricing; interest level in specific types of films, museum offerings, membership and other offerings to increase visitation. The study found the biggest barriers to more frequent film visitation were cost and film offerings. One of ODC's recommended strategies to address these factors was an annual pass program. The client implemented the program and sold nearly 7,000 passes, with passholders visiting more than double the normal average. By using a mixed-methodology, the client was able to develop a unique profile its local market current, lapsed and non-visitors as well as tourist visitors and non-visitors.

Science Museum
For a science museum, ODC conducted a study to determine local market interest in a major national traveling exhibit the museum was developing on science and technology themes. The museum was planning a 6-month run of the exhibition and was concerned about the attendance potential and how the exhibit would be perceived among the general public. The survey found the exhibit would have strong appeal among enthusiasts of the exhibit's specific focus and the museum's core audience. However, to attract a wider audience, it would be necessary to promote the exhibit components that potential visitors would most easily identify with, while also emphasizing the underlying theme that the exhibit would connect visitors to practical, real-world implications. The client used the research to educate and inform the museum's education, marketing, programs and senior management staff involved in the traveling exhibit. The research helped identify the key issues for the museum while the exhibit was still being developed and specific strategies that could be employed.

Contact: Richard Greif - rgreif@opiniondynamics.com