More grip on target groups of The New Luxor
The Luxor Theatre is the place to be for a day out. With a wide range of high-level performances, from musical theatre to cabaret and musicals. But, even with this high-quality programming, not everyone knows how to find their way to the theatre. That’s a shame!
How can we better reach the city?
Using so-called ‘Luxor sessions’, they wanted to find out what motivated five different Rotterdam target groups to visit, or not visit, the Luxor. The target groups were a reflection of the great diversity in Rotterdam society. And that diversity was well reflected in their ideas and input during the sessions. For us, inspiring meetings with sometimes unexpected perspectives.
The aim of all focus group sessions was to gain insight, and in particular to compare the different target groups: do they have shared interests, concerns and dreams? What are the most important places for them to relax, enjoy or meet? For this, we designed templates for each session.
Make the future imaginable
The template offers space for different types of data, including: a map for geographical information, portraits of the target group itself for recognition, ideas about what culture actually means to them, and proposals for future programming. Those topics found their place in different boxes on the template.
Looking back, the template makes it easy to compare all drawings of the sessions. The New Luxor can now do this itself by comparing the various drawings side by side. In addition, Luxor staff were always present during the sessions in the form of silent listeners (who actually had to keep their mouths shut, to allow only the target group to speak).
They saw live how the participants’ input was converted into images. In this way, the drawing even had a dual function: it gave the Luxor a better grip on their intended target groups and enabled it to tailor programming to them. And at a dinner with partners, Luxor Theatre was able to share current findings quickly and insightfully.
Managing Partner
