Concept research: ZODIAC the musical

Concept research:
ZODIAC the musical

ZODIAC the musical is the first theater production by the Zodiac Foundation. The musical tells a story full of excitement, humor, and romance. It is a performance that amazes and connects, while at the same time calling on you to look within yourself. Awareness, respect for nature, and finding connection are the combined message of this performance. The foundation is committed to inspiring people and organizations to live more consciously.

Collaboration via House of Leisure

In February 2020, Brabant C and Leisure Ontwikkelfonds requested House of Leisure to assess the business case for ZODIAC the musical. Joyce van Lievenoogen and Fred de Graaf (FDG Management) were selected from House of Leisure's partner network as experts in the field of live entertainment.

Partly thanks to the results of this 'pressure cooker', the Zodiac Foundation received a loan from Brabant C, which enabled the next steps to be taken. The initial assessment recommended conducting targeted market research into the opportunities for ZODIAC the musical. The Zodiac Foundation took this advice to heart and consulted Markteffect, a leisure market research expert from House of Leisure, last year.

Objective

Gaining insight into how the new concept ZODIAC the musical is viewed

Method

Online concept research among a representative group of Dutch people and a group around Breda

Effect

The results have provided insight into how to further optimize the concept for launch.

The concept study

Markteffect a concept study among a representative group of Dutch people and a target group around Breda, the location where the musical will take place. Respondents were presented with the concept of ZODIAC the musical through an online survey. Among other things, the survey mapped out the respondents' intention to visit, the ideal price range, the uniqueness of the concept, and the suitability of the location.

The results have yielded several interesting angles for successfully marketing this unique musical. After a delayed opening due to COVID restrictions, ZODIAC the musical has been live since early June 2021.

“It is very rewarding to support this client with valuable insights through this online market research. Within this research, we focused on two target groups (the Netherlands as a whole and the area around Breda, where Zodiac takes place), which makes it possible to zoom in on possible differences in, for example, visit intention, appreciation of the concept, and price acceptance. As leisure specialists, we are pleased to have been able to contribute to making the right decisions in the areas of communication and marketing."
Hans de Jong, Client Consultant Leisure