Marketing Advisory Services was commissioned by the Malta International Contemporary Art Space (MICAS) to conduct two Market Research studies with the aims of identifying the consumer perception on the brand and the user website experience. The projects in which MAS was involved were based on both a quantitative and a qualitative approach.

During the first exercise, MAS conducted an online survey amongst the general public aged 16 and over. The main aim of the study was to identify the consumers knowledge on MICAS role and functions in the organization, and their brand awareness on media platforms.

The data collection approach consisted of 400 online questionnaires completed out, over a period of 4 weeks. The 5-minute instrument explored the consumer’s thoughts on MICAS role and function, and MICAS appearance on media platforms. The sample was grouped by gender, age, and geographical region. Grouping of the sample allowed for it to be representative of the entire Maltese population.

Additionally, MAS conducted qualitative research on MICAS User Website Experience (UX). The main aim of the study was to compare the user experience of the current MICAS website vis-à-vis other similar entities that have similar scopes and identity.

Hence, the qualitative study was based on eight (8) interviews and the research participants were recruited and grouped as ‘members of the public’ and ‘members of the local artist community’. The main aim of the study was to inform MICAS about user impressions and experience of their website in its current content, design, user interface, accessibility, and calls to action.