Client: We Out Here Festival

Project Type: Tune In: comprehensive audience mapping

The brief:

The We Out Here team wanted to better understand how their audience sees the festival - across loyal returners, lapsed fans, and new potential attendees.

They wanted clarity on:

  • What exactly drives ticket sales across audience segments

  • Why some customers might hesitate or drop off

  • How their brand is seen across both attendees and those yet to attend

  • What appetite is there to develop the brand outside of the 4-day event

“The breadth and detail of work, reporting and presentations provided such a strong basis for the festival to move forward in an informed and considered way. These types of insights will be hugely invaluable and help us grow closer to our audience and cater even more for their needs while attracting and growing new audiences too. 

Such an exciting starting point providing very clear and tangible steps for where we will go next."

Josh Aitman - Marketing Manager

(We Out Here)

Our approach

We combined deep qualitative work with scalable insights:

  • 20+ 1:1 audience interviews (returning, lapsed, and new attendees)

  • Small group discussions

  • 3x Custom surveys to validate patterns at scale

  • Delivered via: Insight report + deck + live team session

We focused on surfacing emotional motivators, real-life blockers, and the stories that don't show up in general event data.

Deliverables

2 comprehensive reports summarising key findings (one for qualitative stage, one for quantitative stage/full report)

Best-of audience quotes to bring insights to life

90-minute strategy workshop with the festival team to turn insights into action

Key learnings

  • Understand exactly why loyal customers buy into the festival -> nailing their motivators and using this to create an engagement strategy

  • Understand what We Out Here brand is known for, and use this to lead differentiation tactics.

  • Identify key ideas for event expansion and new content potentials - all pre-tested with audience before launch

Get in touch ->

Visuals showcase some methodology and insights without revealing confidential data

Want to do something similar?

Let’s talk about how this approach could help you test a new idea, reconnect with your audience, or shape next year’s campaign.