Project Background
Omniplex Cinemas is a leading cinema chain in Ireland with four locations in Dublin, as well as cinemas across the country in Cavan, Waterford, Naas and Limerick. Odeon wanted to analyse how their customers planned their cinema visits why they decided on which film to go to, where they got their information and how they booked. Omniplex Cinemas required this information to plan their marketing strategy, especially where to place their advertising spend for the coming year. Their research objective was to define their marketing strategy around which advertising works best in.
Methodology
iReach Insights took a Qualitative approach to this project and conducted 366 short face to face interviews across four different Omniplex Cinemas during different times of the day in order to capture a variety of Cinema Customers. This project had the benefit of a large sample size, but also the benefit of the face to face interviews which captured the nuances of customer’s needs and experiences with Omniplex across all demographics. iReach wanted to speak to customers in a variety of different Omniplex Cinemas in different regions in order to capture the different needs from different markets.
Insights
iReach Insights were able to dig deep into the differences in each cinema and create these all important insights for Onmiplex Cinemas. The insights gained from the project allowed Omniplex stakeholders to plan their marketing strategy for the year and gave them better understanding of their customers overall.