Client: We Out Here Festival

Project Type: Tune In: comprehensive audience mapping

Entering it’s sixth year, We Out Here Festival is known for attracting a diverse, intergenerational music-loving community.

We Out Here Festival wanted to understand their audience across three main segments: frequent returners, lapsed customers and those familiar with the brand but yet to attend. The goal: uncover motivations, barriers, and opportunities for both festival growth and strengthening loyalty.

Our approach

We combined qualitative and quantitative research to capture the full audience picture:

  • 20x one-on-one interviews with festival-goers

  • Survey of 600+ attendees to scale insights across the community

This mix allowed us to understand not just what attendees did, but why they did it, revealing powerful emotional drivers which can help both the event and the way it’s marketed. The survey also gave us the opportunity to identify outliers and unique perspectives.

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

Early learnings

While the project is still wrapping, our research is already helping the team:

  • Understand what motivates loyal vs. new attendees

  • Understand why customers might lapse - and what can bring them back.

  • Identify opportunities for deeper engagement with brand partners

Visuals showcase some methodology and insights without revealing confidential data

Testimonial coming post-project round-up – we’ll update this with client feedback once the project concludes (Sept. 25)