Kote Marjanishvili State Drama Theatre wanted to better understand their current and potential customers – lifestyle, theater-related behaviors, attitudes towards the Marjanishvili Theatre and the price sensitivity. TBSC organized four activities to meet the assignment objectives. Firstly, Team, together with the Research Company, conducted a telephone survey among 600 Tbilisi residents to characterize the general population, understand their behavior and price sensitivity; then TBSC organized a focus group among frequent theater visitors and compared Marjanishvili Theatre with other large Georgian theaters; thirdly, we conducted in-theater survey among Marjanishvili Theatre customers to understand the specific likes and dislikes; finally, we conducted a survey among foreign population living in Tbilisi to identify the factors that would motivate foreigners to visit the theatre.
