putting consumers at the center of the decision-making process
we help creators, producers, brands or agencies make better business decisions using marketing research.
We use a wide array of marketing research techniques to collect strong consumer insights and we make them actionable.
We have created proprietary tools and benchmarks to provide our clients with better perspective on their strategic positioning within their markets.
kabana was founded by Florent Bayle-Labouré and Pierre-Luc Gladu, two entrepreneurs who spent a decade at Cirque du Soleil in marketing strategy and finance and worked with entertainment brands and projects across the globe.
how we can help
there are 3 key questions we help
entertainment brands and companies answer:
WHAT IS THE MARKET POTENTIAL FOR A NEW PRODUCT, BRAND, SHOW, EVENT, ...?
How does the concept perform compared to its current or future competition? How do consumers respond to the idea? Which consumer segments are most inclined to find relevance in the value proposition? And ultimately, how big is the potential market?
HOW CAN WE OPTIMIZE OUR MARKETING STRATEGY AND TOOLS?
What do consumers understand of the product positioning? And what is the optimal way to position the product in order to both convert consumers and create the right expectations? Do we have the right marketing creative strategy and tools?
HOW ARE WE PERFORMING IN THE MARKETPLACE?
Whether sales are going well or not, it is important to assess how the product is performing among consumers and against its competition. Where do we stand on key marketing indicators (awareness, depth-of-awareness, perception, etc.), what is driving purchase intent, or what are the purchase barriers that need to be tackled?
what we are good at
we help our clients with a broad palette of expertise, customized to the needs and business objectives of the brands we work with.
QUANTITATIVE
RESEARCH
Leveraging your own client database or using panel providers, we utilize surveys and quantitative analysis to measure and validate. We define KPIs and benchmarks to put results in perspective of the marketplace.
MARKET
ANALYSIS
Leveraging secondary data (databases, industry reports, trends, competitive analysis, etc.), we identify the levers which matter to your business model and evaluate market potential for your brand or product.
QUALITATIVE
RESEARCH
We spend time with consumers individually or in small groups (8 to 10 people) using individual interviews and focus groups to deep dive and understand consumers' behaviors and perceptions.
ETHNOGRAPHY AND
NETNOGRAPHY
We spend time in the real world with consumers in their everyday settings to understand how cultural trends, lifestyle factors, attitudes and social context can influence product or brand selection and usage.
who we work with
our solutions are designed and built for the entertainment industry, and we work with clients across every sector of entertainment.
LIVE
ENTERTAINMENT
Musicals
Broadway
West End
Opera
Dance
Music
Theatre
ATTRACTIONS AND TOURISM
Theme parks
Amusement parks
Water parks
Fairs
Aquariums
Travelling exhibitions
MEDIA AND BROADCAST
Magazine
Newspapers
Movies
Film
Broadcasting
Radio
New media
ARTS AND CULTURE
Museums
Festivals
Events
Biennals
who we've worked with
we have worked with some of the most iconic brands in entertainment, from live shows and musicals to theme parks, touring exhibitions, media, music and festivals.
/ Live entertainment
Moulin Rouge the Musical
School of Rock the Musical
Motown the Musical
Pippin
Kinky Boots
Anastasia the Musical
Once on this Island
Fun Home
Charlie and the Chocolate Factory
Lune Rouge Entertainment (PY1, Through The Echoes)
...
/ Brands
Star Wars
Mishmash
...
/ Events and Tourism
Piknic Électronik
Igloofest
Momenta - Montréal biennale for contemporary image
TKTS
Phi Centre
Phi Foundation for contemporary art
...
