Culture & Attractions

Positioning analysis of current and potential guests for Musikhuset Aarhus

Insights into guests’ experiences and opinions of Musikhuset Aarhus’ offerings and image, aimed at informing future development strategies.

Background

In the winter 2022/2023 Silverlining Research conducted a positioning analysis for Musikhuset in Aarhus as part of their ongoing strategic process. Musikhuset in Aarhus is the largest music house in the Nordic countries, hosting up to 1,500 concerts and performances annually.
The objective was to provide a forward-looking analysis that would offer insights into the current experience and perception of Musikhuset’s offerings and image, while also attempting to provide insight into what guests desire from Musikhuset in the future.

Method

Our solution design entailed a comprehensive study with several components to create the best possible picture of Musikhuset’s position in Aarhus. In the first part of the study, a quantitative survey was sent out via email to all Musikhuset guests, resulting in approximately 1,400 responses. Based on this part of the study, participants were recruited for two focus groups with a total of 16 participants.

To supplement insights on non-users, a quantitative survey was also sent out to potential guests in the Aarhus area. Finally, to gain insights into Musikhuset’s place in Aarhus’ cultural scene, 11 in-depth interviews were conducted with various stakeholders in Aarhus, including politicians, partners, and others.

Results

The results of this study have yielded valuable insights into both the current position and potential for future development of Musikhuset. These findings have been presented to and discussed with Musikhuset’s management as an important input for further strategic work aimed at enhancing the center’s offerings, image, and relevance for both current and future guests.