Royal Melbourne Show
SBP was originally engaged in 2014 to identify attendance growth opportunities for the Royal Melbourne Show (RMS) and have continued to conduct all of the organisation’s annual consumer research since. The objective is to produce annual insights surrounding whole of business strategy, event attendee and consumer trends.
This research includes detailed segmentation and trend analysis of on-site surveys, annual quantitative segmented research and annual online surveys with attendees both before and after the event to understand the patron experience with over 5,000 complete responses per year.
The final outcome is key insights into each of the distinct customer segments, and strategic recommendations to improve and enhance the overall patron experience – contributing to a growing audience each year.
Project: Annual Targeted Consumer Research
Client: Royal Melbourne Show
Industry: Commercial and Entertainment
Consulting: Research, Data and Insights