Frequently asked questions

Survey Protocol and Deployment

How long is the survey?

We are still in the process of testing the survey with audiences to ensure it’s the appropriate length, so we’ll be providing respondents with information about the length of the survey.

Will the survey be sent to the same people at each wave?

No. The survey will need to be sent to a different random sample of people at each wave, and each sample must contain at least 350 unique email addresses.

Do I need to send you my list?

No. You only need to prepare and divide your list of audiences members, ready to send invitations to their email addresses at each wave.

Can I see the questionnaire before I register my organisation?

Unfortunately we can’t provide you with any part of the survey questionnaire before registering to participate. However, after you register to participate you will have an opportunity to view the questionnaire. From here, you are welcome to get in touch if you have any queries, and you can choose to withdraw from the study if needed at that point.

Can we apply our own branding to the survey invitation?

Yes, that's fine for you to follow your usual approach to design and branding, so the email is recognisably from you. We just ask that you include all content from the survey invitation provided, including the link to the study partners and privacy policy.

Where are the terms and conditions for the prize draw?

The prize draw T&Cs are displayed within the questionnaire, at the point where respondents can opt-in to the draw. They are also available at this webpage (at the bottom) if you want to include a link in your campaign. The prize draw closing date is 14 May 2020 and the prize will be drawn on 16 May 2020.

Creating a Database Sample

How many audience members should be in my sample?

If your audience database contains between 1,050 and 14,999 people, then across the three waves, you will be sending the survey to your whole database. Before the first wave, you need to randomly divide your list into three equally-sized lists. You can name the lists Wave 1, Wave 2 and Wave 3, as you’ll be send the survey invitation to one list at each wave. For example, if you have a total 2,400 people in your audience database – you will need to send the survey to 800 people in Wave 1, another 800 in Wave 2, and another 800 in Wave 3. If your audience database contains 15,000+ people, you will need to randomly select 15,000 people from that list and follow the same process: randomly dividing the list into 3 equally sized lists of 5,000, and sending to one list at each wave.

How do I randomly select audiences for my list?

As most organisations use different software for managing their audience database, you are welcome to apply your own method to ensure a balanced list of single ticket buyers, donors, subscribers, members etc. However, a simple way that we recommend is to put your list of audience members into an Excel spreadsheet and follow these instructions.

What happens if we don’t have enough audience members in our database?

Unfortunately, if you have less than 1,050 audience members in your database, you won’t be eligible to participate in this study. This minimum is in place to ensure we have a stable cohort to track over time. However, if you are unable to participate, you will still be able to access the results. Results will be shared in aggregate, and you will be able to filter the data to find results that are relevant to your artform and region.

My organisation shares audience members with other organisations – will audiences receive more than one survey link?

It is possible that some of your audience members may receive an invitation to complete the survey from two or more organisations. This is one of the reasons why we are limiting the sample for each Wave at 5,000, so that large organisations are not sending the survey to their whole database. We will include clarifying instructions for respondents in the invitation email, which explains that they only need to complete the survey once.

Should we include overseas residents in our sample?

We are mainly interested in Australian residents for the Australian study. Other jurisdictions may be captured by the study through other international partners. If you can isolate overseas residents from your sample, that would be great. If not, that's not a problem, they will be screened out at the start of the survey.

Who counts as an audience member?

An audience member is anyone who has purchased a ticket or attended an event from your organisation since 1 January 2018. This includes single ticket buyers, subscribers, members, visitors and event attendees.

How many audience members do I need to have in my database to participate?

You need at least 1,050 audience members in your database to participate. This ensures that you’ll have at least 350 unique email addresses to send the survey link at each wave, and that each person will only receive a survey link from your organisation once over the three waves.

Registration & Privacy

Am I able to withdraw from registration at any point?

You can cancel your registration at anytime before Wave 1 of the survey is launched on Wednesday 6 May.

Will I get to access data related specifically to my organisation?

At this stage, Australian results will only be reported in aggregate on the online dashboard tool, so you won’t be able to access data specific to your organisation. However, you will be able to access aggregate data, and filter the data to access results that are relevant to your artform and region.

Is it necessary to use an offshore software provider?

In this case, to participate in what is an international study, we need to use an offshore software provider. However, both Patternmakers and WolfBrown, our partner research agency, are committed to the Australian Privacy Act. Together we have worked hard to minimise the personally identifiable information that will be stored in software offshore to just the IP address. The study’s Privacy Policy has all the information regarding data collection and storage related to the project, if you’d like to read more.

What personally identifiable information are you collecting from audiences?

In terms of participant contact details, nothing will be collected in main survey. The survey software does record IP address, like many websites that use cookies etc. However, we are using an incentive to motivate participation, as it's important the survey gets a strong response within a short timeframe, and we want to motivate participation by people who may be less engaged with the topic. We're also giving people the option to opt in to further research, if they want to. As this study is entirely new, we may decide there is a case to conduct follow up online groups, or do a follow up survey down the track to probe further on a particular finding. We'll know more about what's needed once we see the data. Both are completely optional, and in the case of opting in, their email address would be collected using Lime Survey, a seperate platform with their data stored securely on an Australian server. It would only ever be used for research in the public interest and would never be used for marketing or fundraising.

Accessing the Data

Will we be seeing the results for our own organisation in the dashboard?

This study has been designed to support the whole sector. Due to the number of organisations participating, the results will be aggregated. You will be able to filter the results to understand insights relevant to you. E.g. breakdowns and filtering by artforms, venue type, demographics, regions. We are grateful to those organisations participating, as this data will be helpful to all, including independent artists and small to medium organisations. Please contact us if further information is required.


Please contact Megan Bander, Consultant and Business Manager at WolfBrown, at:


Phone: (415) 796 3060 ext 0

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