Who's my market? A guide to researching audiences and visitors in the arts

Contains information about the fundamentals of research, how and when to conduct your own research, how to brief and work with a research consultant for more complex needs, case studies, example questionnaires and resources.

It is the second in a set including:

• Marketing strategies for arts organisations;
• Who's my market? A guide to researching audiences and visitors in the arts; and
• What's my plan? A guide to developing arts marketing plans

Contents

Part 1: Introduction

• How market research fits into arts organisations
• Creativity, success & information
• Why have an audience research guide for the arts?
• What is audience development?
• Glossary of terms

Part 2: Market research: the fundamentals

• Why do research?
• Types of research
• Research methods
  Sampling
• The questionnaire
• Analysing data & presenting results
• Statistics and the use of tests of significance

Part 3: Implementing market research

• In-house vs external resources
• How to get management/board support
• The brief & proposal
• Engaging a reseach consultant
• Ethical considerations

Part 4: Case studies

• Using available information
• A profile of existing audiences
• Attracting & holding sponsors
• Where do we stand relative to our competitors?
• Reaction to offerings
• Who are our potential customers & what would attract them?
• Ticket pricing - can we increase our prices?
• Subscriptions are declining
• Reaction to live performance experience
• Factors influencing the purchase decision

Part 5: Resources

• Secondary research sources
• Helpful private and public sector organisations
• References

Appendices

• Basic community profiles
• Checklist for conducting a market research project