When a major events company set out to enhance the family experience at two of the UK’s most iconic venues—the NEC in Birmingham and the AO Arena (formerly MEN Arena) in Manchester—they knew that understanding their youngest audiences and their parents was essential. We were commissioned to conduct an ambitious research project, engaging directly with 5,000 children and their parents who had attended or were interested in attending shows at these world-class venues.

Our approach combined interactive surveys, focus groups, and in-depth interviews, capturing the full spectrum of what makes a live event magical—or, conversely, what might hold families back from attending. Children shared their excitement about the shows, from dazzling stage performances and interactive exhibits to their favorite characters and memorable moments. Parents, meanwhile, highlighted practical considerations: ease of booking, venue accessibility, safety, food and drink options, and the overall value for money.

The research uncovered several actionable insights. For children, the most memorable experiences were those that offered hands-on engagement—meet-and-greets, themed activities, and opportunities to interact with performers or characters. Parents expressed strong preferences for clear signage, family-friendly facilities, and flexible ticketing options. Many noted that pre-show communications, such as digital guides and “what to expect” videos, significantly reduced anxiety and improved the overall experience.

These findings enabled the events company to revamp its family offerings at both the NEC and the AO Arena. They introduced enhanced family zones, improved on-site navigation, and curated pre-show activities tailored to different age groups. Marketing strategies were refined to better target parents’ needs, emphasizing convenience, safety, and unique value. As a result, both venues saw a measurable increase in family ticket sales, higher satisfaction scores, and a surge in repeat visits for family-oriented events.

This project demonstrates the transformative power of listening to both children and parents when shaping live event experiences. By putting families at the heart of their strategy, the events company not only elevated its reputation as a top destination for unforgettable shows but also set new standards for family engagement in the UK’s vibrant live events sector

When a leading music industry client wanted to tap into the pulse of the next generation of festival and gig-goers, we embarked on a comprehensive research project, engaging with 1,500 people aged 16 to 24 from across the UK. Our goal was to uncover the motivations, preferences, and expectations that drive young people to attend live music events—insights crucial for shaping the future of festivals and gigs.

Through a mix of digital surveys, focus groups, and one-on-one in depth interviews, we explored every facet of the live music experience. Participants shared what excites them most: the thrill of seeing favorite artists in person, the energy of the crowd, and the chance to discover new music and connect with like-minded peers. Social media’s influence was unmistakable—many said that seeing friends’ posts or trending content played a major role in their decision to buy tickets.

We also delved into practical considerations. Price and value for money were top concerns, with many young people seeking flexible ticketing options, payment plans, and bundled experiences that offer more than just entry to a show. Safety, accessibility, and the overall atmosphere—ranging from food choices to eco-friendly practices—were frequently cited as factors that could make or break the experience. Many respondents said they were more likely to attend events that prioritised sustainability, offered diverse lineups, and provided spaces for relaxation and socialising alongside the main acts.

These insights empowered our client to rethink their event offerings and marketing strategies. They introduced tiered ticketing, enhanced safety measures, and curated social spaces within festivals. Marketing campaigns became more visually driven and interactive, leveraging influencers and user-generated content to spark excitement. As a result, the client saw a boost in early ticket sales, greater engagement on social platforms, and higher satisfaction rates among young attendees.

This project highlights the importance of truly listening to the next generation of music fans. By understanding what drives 16- to 24-year-olds to attend festivals and gigs, event organisers can create experiences that resonate deeply, foster loyalty, and ensure the ongoing vibrancy of the live music scene.

When a London nightclub found itself struggling to attract local crowds in an industry facing steep declines, they turned to us for a fresh perspective. The challenge was clear: with UK nightclub attendance dropping by millions over the last decade and the number of venues in London nearly halved since 2006, the market had become fiercely competitive and consumer habits had shifted dramatically. Rising costs, changing nightlife preferences, and the aftermath of the pandemic had all contributed to a volatile environment, where only the most adaptive venues could thrive

To get to the heart of what would draw people back through the doors, we engaged directly with 1,000 local residents—covering a mix of ages, backgrounds, and nightlife habits. Through a combination of surveys, focus groups, and one-on-one interviews, we explored everything from music and drink preferences to safety concerns, event formats, and the role of social media in shaping nights out. We found that while some locals still craved classic clubbing experiences, a growing number were seeking more immersive, experience-led nights—think themed events, live performances, and interactive elements that went beyond the traditional dancefloor

Price sensitivity was a recurring theme, with many respondents saying that value for money—whether through bundled entry and drinks deals, loyalty schemes, or exclusive member perks—would make them more likely to return. Safety, inclusivity, and a welcoming atmosphere were also top priorities, especially for younger clubbers and women. Respondents highlighted that clear communication, visible security, and a strong sense of community could transform a venue’s reputation and boost word-of-mouth recommendations.

Armed with these insights, the nightclub was able to overhaul its event programming, introduce targeted promotions, and invest in staff training to create a more inviting and secure environment. Marketing efforts shifted to digital-first campaigns, leveraging local influencers and user-generated content to rebuild excitement. Within months, the club saw a significant uptick in attendance—proving that by truly listening to the local community and adapting to their evolving needs, even a struggling venue can reclaim its place in London’s vibrant night-time economy

When a leading festival organiser sought to deepen their understanding of the diverse and passionate community of festival-goers, they commissioned us to engage with 10,000 attendees from across the UK’s vibrant festival scene. Our goal was to explore every aspect of the festival experience—from motivations and expectations to challenges and emerging trends—providing a comprehensive picture that would help shape future events.

Through a combination of surveys, interviews, and interactive feedback sessions, festival-goers shared what makes festivals unforgettable for them. Music and lineup diversity topped the list, with many attendees eager to discover new artists alongside established favorites. Beyond the music, respondents highlighted the importance of atmosphere, including the quality of food and drink options, campsite facilities, and the availability of wellness and social spaces. Sustainability emerged as a key concern, with many festival-goers prioritising eco-friendly practices and waste reduction initiatives when choosing which events to attend.

Practical factors such as ticket pricing, ease of access, and safety measures were also critical in shaping decisions. Many participants expressed a desire for more flexible ticketing options and transparent communication before and during events. Social media played a vital role—not only in building excitement but also in fostering a sense of community and shared experience before, during, and after the festival.

Armed with these rich insights, the festival organiser was able to refine their programming, enhance on-site services, and develop targeted marketing campaigns that resonated deeply with their audience. The result was a stronger connection with festival-goers, increased ticket sales, and a reputation for delivering experiences that truly meet the evolving desires of today’s festival community. This project underscores how listening to thousands of voices can transform festivals into immersive, inclusive, and sustainable celebrations that keep attendees coming back year after year.

When a local authority wanted to revitalise its events calendar and ensure it truly reflected the interests of the community, we set out to engage with 2,000 local residents to find out exactly what kinds of events they wanted to see in their area. Our approach was designed to capture a broad spectrum of voices—covering all age groups, backgrounds, and interests—using a mix of multiple-choice, open-ended, and rating questions to gather both quantitative and qualitative insights

Residents were invited to share their preferences on event types, from cultural festivals and food fairs to music concerts, sporting events, family-friendly days out, and arts or craft markets.

We also asked how often they’d like these events to occur—monthly, quarterly, or annually—and what would make them more likely to attend, such as convenient timing, accessible locations, or improved facilities. Open-ended questions encouraged locals to suggest unique ideas and highlight gaps in the current event offerings, while rating questions helped us understand the strength of feeling around different proposals

The feedback revealed a strong appetite for more inclusive, diverse, and interactive events—particularly those that celebrate local culture, provide opportunities for community connection, and offer activities for all ages. Many residents expressed a desire for more outdoor events in accessible public spaces, as well as sustainable practices and affordable options for families. Suggestions ranged from live music nights and multicultural food festivals to wellness workshops and pop-up cinema experiences.

Armed with these insights, event planners and local authorities were able to shape a new events strategy that directly reflected community demand, resulting in increased attendance, stronger local engagement, and a more vibrant, responsive calendar of activities. This case highlights the power of listening to local voices and using structured, thoughtful engagement to ensure events truly meet the needs and aspirations of the people they’re designed to serve

When a new promoter set out to launch their very first festival and specialist DnB (Drum & Bass) and house music nights in key UK cities, they knew success would hinge on understanding the hearts and minds of the scene’s most passionate fans. To build a festival that truly resonated, we engaged with 3,500 dedicated DnB and house music enthusiasts, capturing a broad spectrum of insights on what makes an event unmissable in 2025.

Our research revealed a community that is not only growing but evolving. Drum & Bass and house music are experiencing a significant resurgence, with electronic events seeing record attendance and a vibrant, youthful audience driving the scene forward.

Fans told us that line-up diversity and the presence of both established headliners and emerging talent were crucial for drawing crowds. Many expressed a strong desire for immersive experiences—think innovative stage design, interactive art, and unique venues that go beyond the standard club or festival field.

Ticket pricing and value for money were top priorities, with fans seeking flexible options such as early-bird deals, tiered pricing, and bundled experiences. Safety and inclusivity were also highlighted as essential, especially for younger and more diverse audiences. Respondents wanted clear communication about event logistics, robust security, and a welcoming atmosphere that celebrates the community’s diversity.

Social media and digital engagement emerged as powerful drivers: fans are inspired by influencer content, real-time updates, and opportunities to interact with artists and other attendees online before and after the event.

Sustainability was another recurring theme, with many festival-goers preferring promoters who prioritise eco-friendly practices and transparent operations.

Armed with these insights, the promoter was able to curate a festival and series of club nights that ticked every box for their core audience: genre-spanning line-ups, immersive production, accessible pricing, and a strong sense of community. 

Marketing strategies were tailored to digital-first platforms, leveraging the influence and reach of the UK’s massive electronic music following—where 80% of fans are under 35 and digital engagement is at an all-time high

The result was a launch that exceeded expectations, with strong ticket sales, positive feedback, and a solid foundation for future growth in a booming festival market now valued at over $3 billion globally

This case highlights how listening to the voices of passionate fans can transform a new event from a risky venture into a must-attend experience at the heart of the UK’s thriving DnB and house scene.