A spider chart was employed to conduct a comparative analysis of top immersive experiences and a healthier materials exhibition. This evaluation aimed to establish benchmarks across six critical variables within the competitive landscape. Seven competitors were assessed to provide a comprehensive understanding of the exhibition environment. The resulting chart facilitated the identification of optimal performance targets for the proposed concept.

Analysis revealed that virality is a crucial factor for maximizing audience engagement and achieving socio-environmental impact. Extension opportunities and provocativeness were identified as key drivers for influencing change. While education was deemed less critical in comparison, its relative importance remained significant. This reflects the reality that audiences often approach exhibitions as leisure activities, where overt educational focus may hinder engagement. The plotted concept demonstrated the potential for strategic positioning, highlighting areas for development to align with established benchmarks and achieve desired outcomes.

Alluvial charts analyzed 23 competitors across immersive exhibitions, biomaterials, and fashion to inform concept strategy. Two charts assessed Impact (6 streams) and Target Audiences (7 categories). This dual analysis defined our concept’s strategic focus within the competitive landscape.

The Target Audience chart identified key segments, guiding our focus on art exhibit enthusiasts, media, and fashion consumers for maximum reach and impact.

The Impact chart revealed competitor priorities, positioning our concept to emphasize public engagement and environmental impact, followed by consumer mindset shifts, with sustainable financial support.

To assess the potential market for this experiential exhibition concept within New York City, we utilized the TAM SAM SOM (Total Addressable Market, Serviceable Addressable Market, Serviceable Obtainable Market) framework. This approach allowed us to systematically define and quantify the market opportunity, focusing on the potential for broad audience reach and impactful change.

Given the exhibition’s objective to drive change through widespread engagement, understanding the market’s scale within New York City, with specific audience criteria, was crucial.

We utilized Facebook Audience Insights to analyze the potential market within a 10-mile radius of New York City, focusing on individuals aged 18-60. This tool provides a data-driven estimate of audience segments based on their interests, demographics, and engagement behaviors across Facebook and Instagram. Facebook Audience Insights calculates data by analyzing user activity, including page likes, event attendance, content engagement, and ad interactions. It aggregates this information to estimate audience size and characteristics, allowing us to gauge market potential and refine our target audience.