Exploring our non-users

 – Who are you, and how can we be relevant to you?

These days The Suitcase and the Royal Danish Theatre is getting to know the people who do not usually watch our performances or spend time at one of our venues.

With help from YouGov we have selected people from culture segments that wouldn’t typically be interested in The Royal Danish Theatre (read more about our work with the segments here). We are carrying out focus groups in Copenhagen and in Funen (160 km from our venues) in order to get a better understanding of who this group of people is. What motivates them? What do they enjoy? What do they dream of? What are their traditions etc.?

We have carefully developed a question guide that should ensure that we get relevant, in depth, and accurate knowledge about this group of people. We already know many reasons why some people may hesitate to visit the Royal Danish Theatre (time, transportation, money to name the most prevalent ones). But we also know that this group find equal amounts of time and money as they prioritize other types of experiences. Our aim with this survey is to understand what motivates them and what practical and emotional factors are truly influencing their choices.

We have chosen to let YouGov moderate the conversations because we wanted to avoid that we (representing The Royal Danish Theatre) affected the conversation and thus the insight we could get out of it. We therefore work with a traditional setup that allows us to listen in on the conversations in order to make sure that all our questions are covered. This setup provides the needed distance to the participants while giving us privileged access to the content that is discussed.

We have already carried out groups in Copenhagen and next week we are heading to Funen. More details on the survey design and our learning will follow in report #16.

Reaching out with One One One

A case study on how the environment and context affect the audience experience

One Chair, one dancer, one audience. In the beginning of the summer The Royal Danish Theatre’s dance company Corpus presented choreographer Ioannis Mandafounis’ piece One One One in serveral different locations around Copenhagen (Mads Nørgaard store at Strøget, Ofelia Plads, the courtyard at Kunsthal Charlottenborg, and the hospital Riget). The Suitcase tagged along for two of the performances in order to explore how the different surroundings and framings affect audiences reactions to this particular experience. Read our reflections in our Report # 15 Reaching out with One One One.


Connecting through pulse – Report #13

Hjerte_farverRemember the pulsating heart? We are ready with report #13 that sums up our reflections and learnings from the project ‘Connecting through pulse’. Read how the combination of hand blown glass, digital technology and live performance art give rise to reflections about the connection between the audience in the auditorium and the artists on stage.

Find report #13 Connecting through pulse here.


Kender vi dig ikke? Det vil vi gerne ændre på.

English translation below

Vi kan ikke lave et projekt om publikums oplevelser i teatret uden at tale med dem, der ikke kommer i vores huse.

Det kan være, at vi efter en lang dag vælger at smække benene op på sofaen og lade os underholde hjemme stedet for at gå ud. Det kan også være, at vi i stedet tager i svømmehallen, at vi hellere vil have en restaurantoplevelse, at billetpriserne i teatret afskrækker os, eller at vi ikke kan finde børnepasning. A Suitcase of Methods vil gerne vide mere om de forhindringer, der gør at valget ikke falder på teateroplevelsen.

Derfor vil vi gerne tale med jer, der ikke kommer i teatret. Det bliver en uformel samtale i en gruppe på ca. 3-4 deltagere i Skuespilhuset. Vi vil tale om, hvilke vaner og præferencer vi har, når det kommer til kulturoplevelser. Målet er at have en vedkommende og gensidigt givende samtale, hvor ingen spørgsmål eller svar er forkerte. Vi forventer at afholde samtalerne sidst i april.

Så hvis du eller nogen du kender kunne have lyst til at deltage i sådan en snak så skriv til Nina Gram på nigr@kglteater.dk

Hvis du har spørgsmål til undersøgelsen, så skriv til nigr@kglteater.dk.

Vi håber at høre fra dig.
De bedste hilsner
A Suitcase of Methods
Nina Gram

English translation

You are not in our audience?
Come have chat – we want to learn from you

We cannot do a project on audience experiences in the theatre without talking to people, who are not in the audience:

We all know that there are many reasons why, at the end of a long day, we choose the couch and other forms of entertainment over going out. However, A Suitcase of Methods would like facilitate a group conversation in order to learn more about the details of what prevents us of from attending certain cultural events and about our cultural habits and choices in general.

Therefore, we want to invite people who are interested in theatre and culture in general, but who never or rarely visit The Royal Danish Theatre to have a chat with us.

We will meet in a small group (3-4 people) in the Royal Playhouse (Skuespilhuset) over a cup of coffee and have an informal conversation about what we find entertaining, boring, captivating etc.

56_001_Skuespilhuset_B027_XHIf you or anyone you know might be interested in joining the conversation please contact Nina Gram at nigr@kglteater.dk. We will find a time that suits everyone.

If you have any questions regarding this invitation, you are very welcome to contact Nina Gram at nigr@kglteater.dk

The conversation will be in Danish
We hope to hear from you.

Kind regards
A Suitcase of Methods

Report #12 Companion Survey

During the fall of 2017 the Suitcase went back to basics. After exploring various methods to gain new knowledge about the audience’s experience with performance art, we revisited one of the most simple and basic methods: the physical questionnaire. We wanted to make sure that we understood the qualities and challenges of this method before dismissing it completely. Furthermore, this was a simple way of making sure we reached every single audience sitting in the seats.

Now we are ready with our reflections on this companion survey. Read our report #12 Companion Survey here


Reading and watching right now #5

Common misconceptions about young and new audiences

In this ’Reading right now’ we will focus on a common misconception about young and new audiences. It is something we see at The Royal Danish Theatre from working with audiences and looking at our data from our ticket sales: Furthermore, the insight is explained in this informative talk Taking out the Guesswork: Using Research to Built Arts Audiences based on Wallace Foundation research.

Young audiences want cool and edgy art and culture – or so we think.

Read the post Reading right now #5 here.


Foto: Costin Radu

Postcard from Disney World

We have talked about it before: Listening is key when we want to learn more about audience experiences. In past projects, the Suitcase have listened to audiences talk about their experience with performance art. These conversations have for instance taught us that the overall experience (purchasing tickets, talking to the front-of-house-staff, the transportation to the theatre etc.) to a great extend affect how we perceive the entire visit and how likely we are to recommend the experience to others – the so-called Net Promoter Score.

Last week the Suitcase listened with a specific focus on customer service. Director of Programming, Strategic Analytics, and Sales at The Royal Danish Theatre and project owner of The Suitcase of Methods, Christina Østerby, attended Disney’s Quality Service course along with two of our customer service managers. We did this to learn more about the impact and further development of our customer service – the first touch point between audiences and The Royal Danish Theatre.

Now to be clear, a visit to The Royal Danish Theatre is (and should be) very different from a trip to a Disney theme park. Nevertheless, the visions and strategies behind Disney’s Quality Service are interesting and seem relevant to people and institutions working with customers.

IMG_3210In the course description, it says:

Excellent service does not simply come from a friendly transaction or helpful technology—it is the result of truly understanding your customer’s expectations and putting the right guidelines and service standards in place to exceed them. When an organizational framework properly unites its people, place and processes by putting the customer at its core, exceptional service becomes possible across customer touch points. (Read more in the course description here)

Listening (in a broad sense of the word) is a core practise in their customer service strategy. Disney focus on intentional listening, which means that they always listen to hear, not only a customer’s wants, but also their needs.

A (simple) example of this is one of the most frequent questions the employees working in the park at Walt Disney World receives:

                                                           What time is the three o’clock parade?


Of course, these customers have a pretty good idea of when the parade begins, but their question indicates that they seek more information for instance about what to expect from the parade. Where can they stand? What will happen? Etc. The employees are trained to always put themselves in the position of the customer and try to understand what information and service could be valuable in a specific situation.

To do so Disney works with a compass tool, to help employees be aware of the different aspects of a specific customer. The Customer have various needs, wants, stereotypes (preconceptions about the organisation), and emotions while engaging with your brand or visiting your venues. For Disney it is important to cover all these aspects and to be particularly focussed on connecting emotionally with the customers.

To ensure an emotional connection they continuously gather information about the customers through different listening posts:

  • Face-to-Face Research: (For instance talking to costumers).
  • Guest Communications: (Letters, e-mails, and phone etc.).
  • Websites & Social Media: (An opportunity to learn from your customers’ uninhibited comments).
  • Talk to your employees: (Few people know and understand your customers better than the front-line employees).

These posts or platforms for communication are not new to The Royal Danish Theatre as we already use them to communicate, as well as to gather knowledge about the audience. But the specific emotional focus in the communication could be interesting to explore further.

Does Disney ever fail?

Even though Disney works intentionally and intensively with customer service they sometimes make mistakes or fail in one way or another. In such situations, it is even more important to be aware of the customer’s emotions as these are often heightened when a service failure occurs. Disney describe their approach to failure recovery like this:

The heart of service recovery is to pursue the reconciliation of the relationship, not just the resolution of the issue.[1]

Sometimes it is not possible to completely oblige the customer’s requirements. It might be too expensive, or simply not possible for an organization. In these cases Disney accentuate that it is the relationship with the customer, which is most important. Recovery in this situation would focus on making customers feel seen and heard by listening to them and by trying (with other means) to make their visit as pleasant as possible.


How is this relevant to The Royal Danish Theatre?

As mentioned, the experience visitors and audiences may have at Disney and The Royal Danish Theatre respectfully are in many ways very different. Nevertheless, it is interesting to see a brand working so intensely to detect and diminish unpleasant and inconvenient experiences during a visit to a Disney Theme Park. In contrast, an art experience at The Royal Danish Theatre could (and sometimes should) be provoking and complex. But in order for the audience to be ‘ready to receive’ these art experiences the circumstances surrounding the experience should be pleasant and easy. In our latest companion survey (see more here), we saw just how much the practical elements affect the overall experience. Therefore it is important to make the experience with our venues, our website, our staff, etc. a great priority. We do so by developing a customer service culture that for instance is focused on listening – listening to audiences, to our front-line employees and – for a couple of days – listening to Disney.

[1] Course manual from the Disney Institute (2018): Disney’s Approach to Quality Service p.133