Killing The Myth Of The Average Consumer

047 Symphony orchestra
(image from here)

Very interesting Fast Company article about discarding the idea of an ‘Average Customer’.

“It turns out the secret to unlocking demand for classical music–as for most products–is discarding the Myth of the Average Customer. Designing a product offer to appeal to one archetypal customer is always wasteful–one size fits few, not all. Instead, demand creators have to constantly focus on demand variation, asking how customers differ from one another and how those differences impact demand.”

With regard to orchestras, and following some rigorous research:

“It turns out the quality of the orchestra, magnificence of the hall, and virtuosity of the conductor were not particularly important attributes. What was? Drum roll!

The most powerful “driver of revisitation” was parking! As with other orchestras, veteran members of the core BSO audience had figured out where to park, but trialists identified it as a huge hassle–so they didn’t come back.

Another driver was the ability to exchange tickets; trialists found the “no refunds, no exchanges” policy a deal breaker.”

The process of ‘de-averaging’ offers big opportunities.

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