'Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences'

'Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences'

Surveys, focus groups, and other research strategies are an important tool for arts groups looking to reach new audiences, retain their existing audiences, and build support, a report from the Wallace Foundation argues. The report, Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences (197 pages, PDF), draws on ten case studies of audience-building efforts by visual arts institutions, theaters, and dance and opera companies to illustrate how important it is for arts organizations to learn about their potential audiences, create promotional materials designed to reach those audiences, and track and assess the results of those efforts. Examples include a girls' chorus that worked with a research firm to conduct focus groups of classical music patrons to identify the stereotypes it needed to overcome to attract new audiences, and a museum that could not afford to field focus groups and instead held discussion groups with staff and volunteers to explore new ways to engage younger audiences.

FEATURED CONNECTIONS