Short answer
Segment your audience not just by demographics, but by their underlying cultural values and how they prefer to share their experiences, to maximize word-of-mouth promotion.
- Field
- Innovation & Design
- Source
- Service Industries Journal (2019)
- Method
- Segmentation and Typology Development
- Evidence
- Moderate effect
Understanding diverse consumer values is key to unlocking effective word-of-mouth communication for cultural events. This innovation & design research insight is drawn from a 2019 study published in Service Industries Journal. Using Segmentation and typology development, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Segment your audience not just by demographics, but by their underlying cultural values and how they prefer to share their experiences, to maximize word-of-mouth promotion.
Multidimensional Value Constellations Drive Word-of-Mouth in Cultural Events
Understanding diverse consumer values is key to unlocking effective word-of-mouth communication for cultural events.
Service Industries Journal · 2019
Key Findings
- 01Cultural value is a multidimensional concept, not unidimensional.
- 02Different combinations of cultural values lead to distinct WOM communication preferences.
- 03A typology of four distinct cultural consumer segments emerged.
Application
Design takeaway
Segment your audience not just by demographics, but by their underlying cultural values and how they prefer to share their experiences, to maximize word-of-mouth promotion.
How to apply
When designing promotional campaigns for a new exhibition or performance, create distinct messaging and outreach strategies for segments identified by their specific cultural value preferences (e.g., those valuing intellectual stimulation vs. those valuing social connection).
Project actions
- 01When researching user values, consider multiple dimensions (e.g., aesthetic, intellectual, social, emotional).
- 02Investigate how different user segments prefer to share their experiences (e.g., social media, in-person conversations, reviews).
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a multidimensional framework for cultural value.
- +Connects value creation to observable behavior (WOM).
Limitations
The specific cultural context of the study might limit its direct applicability to designs for different cultural settings.
Reliability & validity
The reliability of the WOM behavior measurement would depend on the consistency of self-reported behavior. Validity could be enhanced by triangulating self-reported WOM with actual online sharing data if feasible.
Think critically
How might the 'value constellations' identified in cultural events apply to other domains, such as technology adoption or service design?
Design Principles
"Audience segmentation should be based on multidimensional value profiles to effectively influence word-of-mouth communication."
Designers and marketers of cultural experiences can move beyond generic approaches by segmenting audiences based on nuanced value perceptions. This allows for more targeted communication strategies that resonate with specific consumer groups, ultimately fostering greater engagement and advocacy.
What This Means for Your Design
Different people care about different things when they go to cultural events. If you know what they value, you can encourage them to tell their friends about it in ways they prefer.
How to use in your project
- 1.Use this research to justify segmenting your target audience based on their values and communication preferences in your design project's user research section.
Add to My Project
Quick Cite
Paragraph starter
This research highlights the importance of a multidimensional approach to understanding user values, suggesting that audience segmentation based on 'value constellations' can significantly impact word-of-mouth behavior. For this design project, this implies that understanding the diverse values held by potential users and their preferred communication channels is crucial for effective promotion and adoption.
Source
Service Industries Journal
Understanding value creation and word-of-mouth behaviour at cultural events
journal · 2019
View sourceQuestions About This Research
- What does the research say about multidimensional value constellations drive word-of-mouth in cultural events?
- Segment your audience not just by demographics, but by their underlying cultural values and how they prefer to share their experiences, to maximize word-of-mouth promotion. Evidence: Service Industries Journal (2019).
- Why does "Multidimensional Value Constellations Drive Word-of-Mouth in Cultural Events" matter for design?
- Designers and marketers of cultural experiences can move beyond generic approaches by segmenting audiences based on nuanced value perceptions. This allows for more targeted communication strategies that resonate with specific consumer groups, ultimately fostering greater engagement and advocacy.
- How can designers apply this research?
- Segment your audience not just by demographics, but by their underlying cultural values and how they prefer to share their experiences, to maximize word-of-mouth promotion.
- What were the main findings?
- Cultural value is a multidimensional concept, not unidimensional.. Different combinations of cultural values lead to distinct WOM communication preferences.. A typology of four distinct cultural consumer segments emerged.
- What research method was used?
- Segmentation and Typology Development.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2019 journal from Service Industries Journal.
- What should I do differently in my next project?
- When designing promotional campaigns for a new exhibition or performance, create distinct messaging and outreach strategies for segments identified by their specific cultural value preferences (e.g., those valuing intellectual stimulation vs. those valuing social connection).
- What are the limitations?
- The study's findings may be specific to the cultural events examined and might not generalize to all types of cultural consumption.