The largest national opera and ballet theater of Ukraine was going through a period of rapid changes: constant premieres, attracting young artists, updating the scenery and costumes. At the same time, it was completely unclear what the audience expectations were, how the audience perceived current innovations, and in which direction the theater should develop. It was clear that the theater lacked an active advertising campaign, but for its implementation there was not enough information about what was of interest to the audience and how the audience perceived the changes that were taking place.
To solve the problem, it was decided to conduct a mass survey of theater spectators. The questionnaire survey method was chosen as the research method. During the intermission, viewers were requested to fill out a questionnaire. More than 1,000 people actively responded and took part in the survey.
As a result of the study, the theater management was provided with information on the following issues:
- Frequency of visits to the theater and other cultural and leisure facilities of the city
- Evaluation of stage productions and work of the theater staff
- Spectator preferences in opera and ballet
- Price expectations and opportunities for theater visitors
- Sources of information about the theater repertoire
- Ticket purchase locations
The results of the study allowed the theater management to make strategic decisions and change pricing and repertoire policies which led to a steady increase in the number of visitors and sold-out.
The theater audiences survey’s results to study repertoire policy, assess the quality of productions, expectations in theater development. The results of the study allowed the theater management to make strategic decisions and change pricing and repertoire.
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