What to Say to Drive Opera Attendance: A Mind Genomics Cartography

Abstract

We a novel approach to arts marketing, using Mind Genomics, demonstrating the use with a study conducted for the Arizona Opera. Respondents evaluated different messages about opera, rating combinations of these messages, the combinations created according to experimental design. The deconstruction of the responses revealed the part-worth contribution of each element to interesting the respondent in opera. The deconstruction of the response time showed the elements which engaged the respondent’s attention. Two mind-sets emerged, those interested in the educational aspects of opera, and those interested in the entertainment value of the experience. We introduce the PVI, the personal viewpoint identifier, a tool to assign new individuals to one of the two mind-sets, and suggest how the PVI may contribute to a more effective digital marketing campaign.