The Friction Audit and Engagement Survey (previously called the Audience Experience Survey) will inform your work providing fulfilling experiences for audience members before, during, and after your programs. You can use this survey to track friction points across the experience of attending your programs and to gauge demand for engagement activities before, during and after performances. In sum, the survey offers a comprehensive picture of how your patrons aspire to engage and what their actual experience is.

This survey answers questions such as:

• How passionate are your audience members about learning more about the art?

• How do patrons experience your programs? Where is there friction across the many customer touch points?

• How do patrons like to prepare for your programs, if at all? What types of information do they most want to absorb beforehand? How do they want that information delivered to them?

• What are their preferences for different presentation formats?

• Would they take advantage of different in-venue accessibility or enhancement services, if offered?

• How to they prefer to process the artistic experiences they have? What post-performance activities do they prefer?

• What is their interest in educational activities not tied to specific performances?

• What are the inter-connections between engagement and loyalty, frequency, giving, etc.?

• How do engagement preferences vary across age cohorts, and other demographic characteristics?

Level of Customization: This is a discipline-specific protocol. While the same lines of questioning apply across disciplines, your ticket buyers will answer questions in reference to the artistic discipline you present. In the case of multi-disciplinary presenters, your patrons will be given a choice of disciplines for certain question modules. Otherwise, no customization is involved.

To maximize cohort learning, participants in all cohorts must agree to share their results with other participating organizations through the WolfBrown dashboard. After the cohort concludes, aggregated results will be shared with the larger field through the Audience Outlook Monitor Community.

For more information about this survey, contact Erin Gold, Consultant at WolfBrown at erin@wolfbrown.com