Imagine you are a marketing manager for a regional arts organisation. You are tasked with growing your audience, but realise you know very little about your market, including uncertainty about who your current customers are, who your potential customers are, and who you directly compete with. You realise that your team needs to develop some market insight, and establish a market intelligence system. Discuss the following:

a) What is a market intelligence system, and given the type of organisation you work in, what different categories of intelligence should you aim to collect (use examples where possible)?

b) Given the task of growing audience numbers, outline how primary market research could help you be explicit in describing what market research approach you would undertake, your objectives, and what decisions would you hope this insight helps inform.