AN orchestra keen to see if it is tune with audiences has commissioned a Kidderminster-based company to research how it is perceived.

Jill Gramann Market Research (JGMR) will run customer focus groups on behalf of the City of Birmingham Symphony Orchestra (CBSO) to find out how concert-goers' attendance could be made more enjoyable, as well as helping the orchestra improve its marketing strategy.

During the CBSO's 2002-03 season, the Blakeshall-based market research business held similar focus groups made up of occasional concert-goers, group organisers and subscribers.

Their views influenced the orchestra's current season marketing campaign, which saw the launch of a subscription card and new incentives for subscribers.

The research also led the orchestra's programming department to look at the length of concerts and how they were structured and consider stage presentation.

As a result of the initial exercise, JGMR was engaged to carry out a similar one with the CBSO's corporate members.

The orchestra runs a range of hospitality schemes offering benefits such as tickets, pre-concert drinks, programmes, parking and an annual dinner with CBSO musicians.

The purpose of the latest research was to find out how satisfied existing members were with the packages available to them. Non-members have also been consulted about what they would like to see in a corporate package.

Melanie Brooker, the orchestra's marketing manager, said: "Different segments of our audience have different requirements. The research exercise has helped us identify those.

"We now have our finger firmly on the pulse in terms of opinions and perceptions about the CBSO, our concerts and the way we communicate with customers."

Jill Gramann, who sponsors the chair of principal cellist, Richard Jenkinson, said: "Working with one of the region's flagship arts organisations is a real privilege.

"Although well supported, the CBSO is not complacent about this.

"Its attempts to get under the skin of its existing audiences and its endeavours to find new ones will ensure that it remains the highly acclaimed and well-loved institution it has become not just in Birmingham but around the world."