The Royal Shakespeare Company (RSC) depends on consumer feedback to assess
all of their productions, inform
strategic decisions, ensure their work is accessible to all and in order to
report to funding bodies.
Their traditional post-performance online survey was generating dry data
and limited insight, but
budget restrictions and logistics meant that a traditional qualitative approach was
out of reach.
MMR suggested trialling its mobile app alongside the usual online survey.
Using the app enabled MMR to capture sentiment and expectations at home
prior to the performance via quantitative data collection tools, which were
augmented with video voxpops. This wealth of data gave insight into the drivers
of excitement - for many children, the idea of how the production was going to
show Peter Pan in flight dominated their pre-show feelings. More questions
followed during the interval and post-performance to capture how well the
experience delivered against pre-show expectations and the lasting memories of
The resulting data yielded far more useful findings than RSC’s traditional
survey alone. Enthusiastic video voxpops supported the mobile-gathered
verbatims which revealed more specific and detailed feedback about the elements
of the production that drove both parents and their children’s enjoyment,
rather than simply knowing how much they enjoyed the experience. It was clear
that enjoyment was driven by extremely high engagement with the overall staging
as well as the flying. This insight has impacted key decisions about the future
of this production, justifying elements of the staging which are more costly
but impactful as well as learnings for future productions.
Images from www.rsc.org.uk