The Friction Audit and Engagement Survey will inform your work providing fulfilling experiences for ticket buyers 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. This survey is available specifically for performing arts-based organizations. 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 ticket buyers about learning more about the art?

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

• How do ticket buyers 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?

• 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 ticket buyers will be given a choice of disciplines for certain question modules. Otherwise, no customization is involved.

Results

To maximize learning, research partners must agree to share their results with other participating organizations through the WolfBrown dashboard. After the survey concludes, aggregated results may be shared with the larger field through the Audience Outlook Monitor community.

Questions

For more information about this survey, contact Alan Kline, Director of Audience Research Programs at WolfBrown at alan.kline@wolfbrown.com.