Market research- Survey

Results

Responses: 79

Quantitative data

Age:

Most popular: 23 yrs (9 responses)

Majority under 30: 67%

Gender identity:

Most popular: Female (88%, 70 responses)

Male (6%, 5 responses)

Other (non binary, demi, genderqueer, etc) (3.7%, 3 responses)

Question 4

68 definitive 'yes's = 86%

Question 7

Musicals mentioned more than once:

• Hamilton: 9
• Come From Away: 5
• Twisted: 4
• Les Misérables: 4
• Rent: 4
• Hadestown: 4
• Phantom of the Opera: 3
• West Side Story: 3
• Heathers: 3
• Everybody's talking about Jamie: 2
• &Juliet: 2
• Firebringer: 2
• Little Shop of Horrors: 2
• Waitress: 2
• Ragtime: 2

Question 8

Most common price: £30 (12 responses)

Second most common: £15 (11 responses)

(Some varying currencies- e.g. dollars (Australian and American), ils (Israel), kronas (Iceland))

Lowest price: $7 (£5.71)

Highest price: $100 (£81.60)

Average price range: £10 - £40

Question 9

Positive response: 53/79 = 67%

Uncertain/middle response: 12/79 = 15.2%

Negative response: 9/79 = 11.4%

Qualitative data

Question 3

Common associations: theatre (children's theatre- a few times), bees, Manchester, hardworking, teamwork, café/food (a couple of responses), busy

Most common adjective used: cute

The majority can see the theatre faces in the wings, and said that it's a clever touch, but there are some who said they are too subtle and some who couldn't even see them.

Main critiques given: theatre faces are too subtle, connection with theatre isn't obvious enough (the text is what gives it away), some people unsure of why it's called 'Beehive' Theatre, too sharp and pointed

Question 4

Reasons for uncertainty in some answers:

• Logo gives the illusion that it's for children
• Reliance on original material may not be financially viable
• Interest depends on location- is it local? (most brought up point)

Question 5

Potential competitors:

• Small local theatre groups
• Larger scale theatre companies
• Student and amateur dramatics
• StarKid
• Community theatre

Reasons

• They're putting on popular shows people are familiar with
• People involved in them that others will know, prompting them to see the shows (e.g. family and friends)
• Difficult to find a truly different USP that'll make Beehive stand out from other companies
• People are often more interested in individual shows than the theatre company so will be competing with any theatre company
• Other theatre companies making some of their content accessible online for free or at a reasonable price
• Already established theatre companies will have funds 
• Many impactful factors: ticket prices, dates, refreshments, proximity to transport, location
• It's harder to sell a new show than established popular ones
• Theatre companies are slowly leaning more into diverse casting

Question 6

• Full, well-thought out plot that is relatable
• Variety of song styles with compelling lyrics that tell the story
• Balance of emotion and humour
• Balance between book, music and dance- acting, singing and dancing are of equal importance
• Impressive vocals
• Acting talent that is on par with their voices
• 'Emotional journey'
• Songs are incorporated into the story, are well-timed and advance the plot
• Innovative costumes and set design
• Entertainment
• Well-developed characters
• Passionate cast

Question 9

Reasons:

• Can be distracting if not done carefully
• New mediums can bring in new audiences
• Allows for more creative freedom
• New
• Should enhance the story
• Puppetry is more 'aimed at kids'
• Can look tacky
• Need an open-minded audience

Other mediums: live onstage band, improv, stunts, projections

Question 10

Most responders don't personally need any extra accessibility services but think positively of the prospect

More accessibility suggestions

• Step free access
• Financial aid/discounts
• Sensory friendly performances (e.g. quieter music, dimmer lights)
• Allowing audience members to make seat requests that may help (e.g. being seated on a specific side)
• Visual guide/more informative programmes for Deaf/HoH audience members

Question 11

• Lower ticket prices
• More inclusivity/diversity
• New writing/concepts/voices
• More available in other countries
• More original content
• More chances for new talent
• Increase range of musical styles and voices
• More pro-shots
• Diversity offstage (e.g. writers, directors)
• Defy the stereotypes
• Bring back classics in new, exciting ways
• More touring productions