Welcome! Audience Outlook Monitor is a community of research-minded arts and culture professionals dedicated to learning about audiences, led by WolfBrown. Through our free webinars and other learning activities, we aim to build sector capacity to think critically about audiences and their relationships with the art, artists and organizations that comprise our sector. Community members may elect to join any of our paid surveys, either through an organized cohort or on-demand, as an easy and professional alternative to expensive, customized market research. AOM's initial focus is serving the audience research needs of performing arts organizations, although some of our surveys are also designed for museums.
Why Audience Outlook Monitor?
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Access professional quality research protocols at a fraction of the cost
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Deploy surveys as you need them
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Compare results across peer organizations, and against field aggregates
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Benefit from peer-based cohort learning around results
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Access your results in a password-protected dashboard available 24/7 to anyone in your organization
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Accumulate all of your research results in a single place – a cumulative archive of your audience data, and a hedge against loss of institutional memory due to staff turnover
Affordable market research for arts and cultural organizations. Finally.
Through our free Audience Outlook Monitor community activities, we explore current issues, share emerging practices, and aim to build stronger frameworks for understanding audiences in a rapidly changing marketplace. This year's AOM community activities will revolve around the topic of customer relationships. Specifically, we'll be reflecting critically on subscription as a relationship and thinking collectively about other types of customer relationships that capture loyalty, affinity, and passion, and speak to current-day arts consumers' lives. Subscribe to our newsletter to be the first to find out about free activities and upcoming opt-in surveys.
Audience Support for DEI - Open Forum
Thursday, April 24 from 2 - 3 pm ET | 11 am - 12 pm PT
If you have any questions or comments about our latest newsletter "Audience Support for DEI,” we’re pleased to invite you to a free, 60-minute Open Forum facilitated by Alan Brown of WolfBrown. This will be a lightly structured conversation, mostly to take questions and provide an opportunity for AOM community members to share their experiences and perspectives on the implications of the audience data for their organization. Discussion will revolve around the following questions:
What are you hearing from your audiences and donors about this topic, if anything?
Are there opportunities now to activate donors around your commitment to DEI?
What strategic communications efforts with the larger audience/community are needed, if any?
Opt-In Surveys
Our radically new cohort model for audience research was developed over two years during the Covid-19 pandemic and is now a permanent program. Through our low-cost, opt-in surveys, arts organizations can track essential information about their customers while avoiding the costs of customized research. AOM community members are notified of opt-in survey opportunities throughout the year. Basic surveys cover core research topics of greatest interest to most organizations. Each of these surveys will deploy once per year in a cohort, but can also be purchased on-demand - on your own schedule. To gain trend data, you may wish to repeat one or more of them annually or every other year. As with the COVID-19 Study, which launched in 2020, we're continuing to research special topics addressing urgent topics facing our sector. This year, we're rolling out the first phase of the IDEA Study, which assesses audience attitudes about inclusion, diversity, and equity.
What People Say
Summer Roth,
Director of Marketing and
Communications for Scottsdale Arts
"I truly appreciated the opportunity to collaborate with other non-profit marketing leaders during the cohort research process. The relationships we developed provided a sense of understanding and validation that was crucial for my growth.
WolfBrown’s deep knowledge and data acumen were instrumental in connecting the dots between various, sometimes seemingly unrelated, data points. This insight has helped me see how these factors impact my role as a leader in the non-profit sector.
WolfBrown genuinely cares about the arts non-profit community and consistently demonstrates their commitment to our success. Their support has inspired us to adapt, innovate, and thrive in our efforts to serve the community.
Wiley Hausam,
Director of Arts and Cultural Programming at Peak Performances at Montclair State University
Thank you, thank you, thank you everyone at WolfBrown! You have given us much information [through the COVID-19 Study] - and the basis for hope and faith in our future - during very dark days. Which are looking brighter now.