Case study: Civic Digits Product Development
Civic Digits is an organisation that generates and curates discussions about being a responsible digital citizen. It blends digital technology, gaming and live performance to create interactive experiences. The organisation has developed a product to allow the creative industries and performance sector to interact digitally with live audiences. There was a requirement for market research to test the appeal of the product.
Civic Digits was keen to understand the appeal to venues, artists and producers of interacting with audiences in this way, and to gather feedback on its specific proposal. In order to report back to specific stakeholders and potential funders, the research needed to be conducted very quickly (within three weeks!) and with limited resources.
Scotinform worked with Civic Digits and its communications partner, Eragona Communications, to devise a collaborative approach that enabled us to conduct as much research as possible within a very short timescale. There were three strands to the work:
Scotinform supported and informed a desk review of the digital/creative market by providing data collected through our 2020 Cultural Survey and post-pandemic work with our Cultural Panel, some of which focussed on online experience of the arts during lockdowns.
We designed a quantitative survey for artists, directors, writers, festivals and venues, to ask about their experience of using digital technology in performance spaces, and the extent to which they and their audiences might be interested in the concept. The survey was distributed online and via social media to a range of industry contacts (including some of our own clients) and we received detailed feedback from over 30 organisations across the UK.
There was also a requirement to speak with key stakeholders in the creative and technology sector. We supported Civic Digits in conducting a series of depth interviews, writing a suggested topic guide to provide a structure but leaving them to make the contact and create the relationships. A total of eight interviews were undertaken, four with individuals new to Civic Digits and four with individuals who knew the organisation but not this aspect of the work.
The approach allowed Civic Digits to generate an extensive programme of research and evidence within a very short timescale. The findings are currently being used to inform the development of the product and to support applications for funding and further development.
“Working with Scotinform was absolutely brilliant. Helen understood so quickly what we needed to do and why and she was 100% supportive of the whole process. We learned a huge amount and would work with Scotinform in a heartbeat if we needed to do more work in this area.”
Clare Duffy, Artistic Director, Civic Digits
We understand that sometimes deadlines and resources are tight. We will always support you to work in the most efficient and cost-effective way possible.
Sometimes the research is in itself an opportunity to build or develop relationships. In these cases we will support and encourage you to create the connections yourself.
Whilst it is great to undertake research in-house, our expertise means that your research tools are well designed and easy for your respondents to complete. We can ensure that you get the best from the process.
We are used to using research data to demonstrate value or attract support and offer a range of methodologies to help you achieve this.