Event Evaluations Market Research

Event Evaluation Market Research

Event evaluations are key to understanding the impacts of cultural activations and sporting and participatory events. These impacts can be manifold, including not only the economic impact upon the region in which they are held, but also impacts upon happiness, mental health, cultural awareness / culture capital and knowledge of particular topics, among others.

Measuring these impacts is crucial to demonstrating the benefits that cultural events can have, both on the economy and the social fabric of the societies in which they are held.

Additionally, they offer a crucial avenue through which event organisers can understand how to best market their events.

They also provide insight into where their events are succeeding, and where there are improvements which can be made to enhance the attendee experience, and the value that the events provide provide, going forwards.

The M·E·L Research team have expertise in measuring the impact of cultural events among many metrics, with an ability to:

• Understand the aspects of greatest importance to attendees when deciding to attend cultural events, to assist with marketing of events
• Provide insights into the areas in which events are succeeding and where improvements can be made, which can be used to improve the visitor experience and raise attendances going forwards
• Analyse how much attendees are willing to pay for tickets to events, to assist with pricing – for instance, delivering economic impact analysis, audience profiling and satisfaction research to Culture Liverpool across a range of events
• Understand the demographic profile of event attendees, to support equality impact assessments
• Measure the Social Return on Investment (SROI) events provide, to understand the impact that investment in events has on social value
• Understand the impacts that cultural events have on a range of factors among attendees at the events and those participating in organising them. These factors can include, but are not limited to, happiness, mental health, interest in topics of concern and desire to get involved in more cultural events
• Provide insight into the extent to which the impacts of events are felt by different segments of the population, such as different ethnic groups, age groups or genders
• Understand the impact of cultural programmes and events upon different stakeholders, including attendees, business partners, participants in the events and schools

Our team is focussed on designing research instruments to help understand the impact and success of events and conducting analysis on the data collected. We have a face-to-face fieldwork team who are experienced at conducting surveys at a range of event types, and are also able to advise on how to distribute surveys after events have finished, in order to maximise response rates.

If you would like to speak to a member of the team about culture and heritage market research please do get in touch with us today!

Our Events Evaluation Team

Research & Evaluation

Bronwyn Vermaat, Senior Research Manager

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Senior Management

Elliot Simmonds, Commercial Director

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Research & Evaluation

Roisin Coleman-Jordan, Research Manager

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Case Studies

• UNBOXED: Audience profiling, evaluation and willingness to pay for a cultural mega event
• Creative City Grants: Process & Outcomes Evaluation
• Audience Insight and Impact: Birmingham 2022 Cultural Festival

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