Melbourne Royal Show Customer Experience Research

Solucio was engaged by Melbourne Royal to develop an annual research program to understand and continually improve the customer experience across its major events including the Royal Melbourne Show.

Through data analytics and customer modelling identify attendance growth opportunities which enable Melbourne Royal to develop a range of new attractions, products, events and services that are aligned to future growth objectives.

During the nine-year engagement, we have supported the leadership team in embedding a customer-focused culture of evidence-based thinking and decision-making. By introducing a series of industry-leading strategic and analytic processes, we have elevated Melbourne Royal’s understanding and capability.

This process included:

• Strategic mapping (geographic, demographic and sociographic segmentation) and visualisation analysis of current and past patron databases.
• Annual qualitative strategic research with patron segments through depth interview, vox-pops and focus groups.
• Paired in-depth interviews with non-patrons and lapsed patrons to understand the reasons behind lapsed/nonattendance.