The Hooshbahr Psychometric Research Center, in collaboration with Tose'e Honar Iran Company, has designed and conducted a nationwide project on consumer behavior regarding cultural and visual-artistic products. The main objective of this research was to identify preferences, interests, needs, and limitations of society in consuming visual cultural products (such as films, TV series, documentaries, television programs, podcasts, books, etc.) and to provide an accurate picture of the current and desired patterns of cultural consumption in Iran.

Key Objectives

• Assessing the current and desired status of online visual product consumption.
• Analyzing the strengths and weaknesses of existing services, including VOD platforms, home video distribution networks, cinema, and other channels.
• Classifying consumer behavior based on demographic variables (age, gender, socio-economic status, education, internet access, access to digital tools, and geographical region) and content-related variables (type of need, structure, genre, attractiveness, motivations, and reasons for consumption or non-consumption).
• Examining satisfaction and dissatisfaction levels with current services and identifying the driving factors influencing consumer decision-making.

Method

To ensure validity and reliability of the data, the project was conducted with a multi-stage survey design:

• Pilot Stage: Evaluating the validity of the tools on a sample of 400 participants from different age groups.
• Main Stage: Data collection from the general population (with a 5,000-person sample) across the country, through diverse methods:
  • In-person surveys using quota sampling and provincial stratification.
  • Online surveys distributed via social media and digital platforms.
  • Email-based surveys targeting specific groups (academics, managers, etc.).
• Data Analysis: Comprehensive analysis of results based on target groups and comparison across survey methods (online, in-person, electronic).

Outcomes and Added Value

This project, with its national and scientific approach, provided reliable data for cultural and commercial policymaking. Key outcomes include:

• Precise identification of consumer preferences and priorities in the field of culture and arts.
• Analysis of intergenerational and regional differences in cultural consumption patterns.
• Evaluation of customer satisfaction levels with current services and key improvement factors.
• Delivering valuable insights for organizations, cultural institutions, media companies, and marketing managers to optimize production, distribution, and strategy design.