Boston Symphony Orchestra realized the classic music market was generally becoming older and needed to learn how to appeal to younger concert-goers. It hired a research agency to identify the positive and negative attributes of going to concerts. One type of research conducted by the agency was to interview former symphony season ticket holders who were not longer attending the concerts. In other words, the agency used:

Question

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The research agency conducted lost customer research by interviewing former symphony season ticket holders who were no longer attending the concerts. This type of research is specifically aimed at gathering feedback from customers who have already left the organization, in order to identify the reasons for their departure and potential opportunities for winning them back.

Boston Symphony Orchestra Realized the Classic Music Market Was Generally