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.
“Marketing without market research is like driving with your eyes closed”
The quantitative research exercise was carried out to inform MICAS about the current consumer perceptions and the level of awareness about their brand with respect to their contemporary art space. Furthermore, we looked into different platforms to evaluate MICAS presence on online media, print media, and TV platforms.
On the other hand, the qualitative exercise was carried out to inform MICAS on how members of the public and local artists felt about the current website in terms of design. The one-on-one interviews evaluated several areas of MICAS website such as the homepage, navigation and information architecture, content quality and layout and visual expression.
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