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Opt-In Surveys


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This 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, results from this survey will help you better understand how to enrich your patrons’ lifelong journey through the arts.

This study answers questions such as:

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

  • What background and training do they have in the art you present?

  • 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 study concludes, aggregated results will be shared with the larger field through the Audience Outlook Monitor Community.

For more information about this survey, contact Alan Kline, Director of Audience Research Programs at WolfBrown at

Watch the Informational Webinar

A Quick Overview From Surale Phillips

2023 Cohort Membership 

The following organizations opted in to the Audience Experience Survey Open Cohort:

  • Ballet Arizona

  • Cal Performances

  • Childsplay

  • Houston Ballet

  • LA Opera

  • Pittsburgh Symphony Orchestra

  • St. Louis Symphony Orchestra

  • Tucson Symphony

  • UMS

Audience experience stakeholders


Note: Participating on-demand organizations will deploy the survey to their customers; results will be added to the 2023 cohort dashboard; you’ll have access to all the cohort resources, including recordings of cohort learning sessions.


Cohort participant pricing is based on your organizational expense budget.

  • Tier 1 (Organization expense budget of $9 million+): $1,950

  • Tier 2 (Organization expense budget of $3 mil.-$9 mil.): $1,650

  • Tier 3 (Organization expense budget of <$3 mil.): $1,350​

A $300 surcharge applies to on demand service at other times of the year.

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Audience Experience Survey Cohort

$1,350 - $1,950 based on Tier Number

Credit card required for purchase. Please read our terms and conditions before purchasing.

If it is not possible to use a credit card, please e-mail for assistance. 

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