Bongo’s Bingo was launched in Liverpool in 2015 and has since hosted more than 10,000 bingo rave shows, with the company looking to expand across the UK and overseas.

The research will help Bongo’s Bingo better understand the motivations, behaviours and emotional needs of different audiences and occasions.

In addition, the research will support the development of customer personas, bespoke audience funnels, and practical guidance for marketing, communications, customer relationship management and future growth planning.

Andrew Wiseman, strategy director at Mustard, said: “Bongo’s Bingo is a brilliant example of a brand that has grown through cultural energy, word of mouth and a genuinely distinctive experience.

“The challenge now is understanding how that growth can continue without losing the personality, the chaos and the emotional pull that made people fall in love with it in the first place.”

Emma Price, head of marketing at Bongo’s Bingo, said: “We were particularly excited by the depth we will get through the online community, and by Mustard’s thinking around how the insights and personas can be embedded with our internal teams. There was a strong cultural fit from the start, and we’re looking forward to working together.”