All Hail Henry! And all the giant pink fluffy unicorns. IYKYK. Mustard – Manchester’s OG difference-making market research agency has been appointed by Bongo’s Bingo – the world’s OG bingo rave experience.
Bongo’s Bingo is an iconic brand – and we’re buzzing about being tasked with delivering a major audience segmentation and growth research programme.
Since launching in Liverpool in 2015, Bongo’s Bingo has hosted more than 10,000 shows and sold over six million tickets. As the brand continues to expand across the UK and internationally, it wants to understand the motivations, behaviours, and emotional needs driving attendance across different audiences and occasions.
Our research will support the development of customer personas, bespoke audience funnels, and practical guidance for marketing, CRM, communications, and future growth planning.
We’re starting off by spending time at Bongo’s HQ and at shows across the country – observing and engaging with the magic as it happens. This will be followed by a data audit, an in-depth qualitative phase using invitation-only online communities, and a large-scale quantitative survey to identify the segments. Finally, we’ll deliver a suite of Bongo’s-specific activations to embed the segmentation into the business.
Here’s what “Our Andrew” – Mustard’s strategy director, had to say…
“Bongo’s Bingo has grown through cultural energy, word of mouth, and a genuinely distinctive experience. Our challenge is understanding how that growth can continue without losing the personality, chaos, and emotional pull that made people fall in love with it in the first place.”
Emma Price, Head of Marketing at Bongo’s Bingo, added:
“We were really impressed by Mustard’s understanding of our brand and the challenges we are trying to solve. We’re looking forward to working together and embedding the insights across the business.”
This project exemplifies how Mustard combines data, behavioural insight, and practical guidance to help brands grow while staying true to their cultural DNA.
If you’re looking to create or update your segmentation in 2026, get in touch with us. We help brands understand their audiences, unlock growth opportunities, and embed insights into the business in a way that makes the difference.