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
Search within the Who's my market? A guide to researching audiences and visitors in the arts
New to the Research hub
Multicultural marketing is not rocket science. But it is complex and needs passion, commitment and a willingness to learn.
Andrew McIntyre led clinics for the museums and gallery sectors during the Creative New Zealand 21st Century Arts Conference.
Need reminding of the key points on pricing strategies, building and finding audiences and need to know more about data collection? These three summaries from Tim Baker, Roger Tomlinson's and Stuart Nicolle's presentations at the 21st Century Arts Conference in New Zealand are for you.
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The Australia Council for the Arts fully revised second edition of its Writing protocol guide, designed to help Australians better understand the use of Indigenous cultural material.
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The writer's guide to making a digital living was developed through the Australia Council's Story of the Future project in 2008 to explore the craft and business of writing in the digital era.
