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Market Intelligence Report: Cirque du Soleil
Executive Summary
This report explores how Cirque du Soleil can improve its ticket sales through the application of market intelligence. It examines consumer and B2B buyer behaviour, evaluates market research techniques, analyses market size and trends, and proposes a customer relationship management (CRM) strategy. The findings reveal that Cirque du Soleil’s success relies heavily on emotional engagement, experiential value, and audience segmentation. However, changes in entertainment preferences and rising competition demand more data-driven marketing and stronger customer retention efforts. Recommendations include targeted digital segmentation, improved customer satisfaction tracking, and the introduction of an integrated CRM system to personalise communication and strengthen loyalty.
Introduction
Cirque du Soleil, founded in 1984 in Quebec, Canada, has become one of the world’s leading live entertainment companies. Known for its creative blend of theatre, acrobatics, music, and storytelling, the company redefined the circus experience by eliminating animal acts and focusing on human artistry. Despite decades of success and a strong global brand, Cirque du Soleil has faced challenges in recent years due to increased competition, changing consumer expectations, and the effects of the COVID-19 pandemic on live performances (Smith, 2022). To maintain its position, the company must leverage market intelligence to understand audience behaviour, identify growth opportunities, and enhance ticket sales through targeted strategies.
Buyer Behaviour and Decision-Making
Cirque du Soleil caters to both consumer and B2B markets. The consumer segment consists mainly of individual ticket buyers seeking premium entertainment experiences, while the B2B segment includes corporate clients booking group events or sponsorship deals. The consumer decision-making process typically follows five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behaviour (Kotler et al., 2021).
In Cirque du Soleil’s context, the need recognition often arises from a desire for unique leisure experiences. Social media reviews and past audience experiences play a major role in the information search stage. Consumers compare shows, prices, and locations before deciding to purchase tickets, usually online. Post-purchase satisfaction influences repeat attendance and word-of-mouth marketing.
B2B buyers, such as event planners or corporate clients, demonstrate more rational decision-making, focusing on return on investment, brand alignment, and employee engagement. Understanding both markets allows Cirque du Soleil to tailor its promotional efforts, pricing structures, and show experiences accordingly.
Market Research Techniques
Effective market intelligence depends on reliable data collection. Cirque du Soleil can benefit from combining both quantitative and qualitative research methods. Surveys and online questionnaires can measure customer satisfaction, price sensitivity, and performance expectations, while qualitative techniques like focus groups and interviews provide deeper insight into emotional engagement and brand perception (Wilson, 2020).
The company should also monitor digital analytics from ticketing platforms and social media to identify purchasing patterns, geographic trends, and audience demographics. These insights will help tailor marketing campaigns and anticipate future demand. Mystery shopper evaluations and post-show feedback cards could further strengthen understanding of audience experience and service quality.
By adopting a systematic approach to market research, Cirque du Soleil can transform raw data into actionable insights, improving marketing precision and customer engagement.
Market Size, Trends, and Segmentation Strategy
The global live entertainment and performing arts market continues to recover post-pandemic, with growing demand for immersive and experiential entertainment (PwC, 2023). Consumers now seek value-driven experiences, combining visual creativity, emotional depth, and social connection. Technological integration, such as augmented reality and digital storytelling, has also emerged as a key trend in attracting younger audiences.
Cirque du Soleil’s current target audience primarily consists of adults aged 25–50 with middle to high incomes. However, to expand ticket sales, the company can diversify its segmentation strategy by including families and younger viewers through tailored performances and flexible pricing models. Psychographic segmentation focusing on lifestyle and values, such as appreciation for creativity and cultural experiences, can also be effective (Solomon, 2021).
Using predictive analytics to estimate future demand will allow Cirque du Soleil to select cities, venues, and show schedules strategically. Partnering with tourism agencies and digital influencers can help reach new markets while reinforcing brand visibility.
