Madison Symphony Orchestra: Product Development Research

Madison Symphony Orchestra logo II

Team: Alan Brown, Robert Sweibel

The Madison Symphony Orchestra selected the team of WolfBrown and Sweibel Arts to undertake a two-track scope of work aimed at strengthening its marketing work and examining new approaches to programming, all with the goal of broadening the MSO’s audience. WolfBrown led a program of qualitative research with single-ticket buyers to understand their lifetime trajectory through classical music and their aspirations for future involvement.

With this foundational knowledge in-hand, WolfBrown guided staff and board members through a creative process of conceptualizing and prioritizing ideas for new or different concert formats and concepts. A small number of promising new product concepts were then tested in focus groups. Results were integrated with the marketing recommendations to provide a roadmap for cultivation of new audiences.