We learned great deal through the Audience Outlook Monitor COVID-19 Study. To help organizations gain further insight, WolfBrown added to our knowledge base through qualitative research. All of the qualitative research tools are accessible so that organizations can conduct their own research and learn from ours.
Drivers of Readiness
What explains why some people are ready to return to cultural events before others?
This topic is a general discussion with arts audiences who feel they are ready to return to cultural events now or when the infection rate drops in their community. It is geared toward understanding people’s experiences with cultural organizations since the pandemic hit, where they are getting their information, their levels of comfort with different types of venues and experiences, and their feelings about health safety measures.
Below you will find downloadable tool kits to support you in hosting your own virtual focus groups on three topics. These toolkits provide you with all the materials you need to run a virtual focus group with your audience from templates for invitation emails to the focus group protocol that will act as the "script" for your discussion.
To get started see our Tips for Recruiting and Moderating a focus group and our Tips for Documenting and Summarizing a focus group.
Virtual Focus Groups
How should we think about communicating with Early Adopters about venue safety, etc.?
This topic is a discussion with arts audiences who feel they are ready to return to cultural events now or when the infection rate drops in their community. It is geared toward understanding people’s expectations around communication and addressing their concerns about returning to indoor performance venues.
Vaccinated Yet Reluctant to Return
What explains why some fully vaccinated arts goers still don't feel ready to return?
This topic is a general discussion with arts audiences who feel they are not yet ready to return to cultural events even though they are have been vaccinated. It is geared toward understanding what is driving people’s behavior and their concerns, both short term and long-term.
Seminar: Understanding Vaccinated Audience Members Who Are Not Ready to Return
In late April 2021, WolfBrown hosted two virtual focus groups with theater audiences in Chicago and New York using the Vaccinated Yet Reluctant to Return focus group tool kit. We invite you to watch a facilitated sense making seminar with video clips from the focus groups and the arts administrators’ discussion with experts from the Audience Outlook Monitor team.
Here is an export of the comments from the cohort discussion that took place during the seminar.
Digital Landscape Interviews
Demand for Digital Programming
How have audiences been engaging with digital programming during the pandemic?
WolfBrown conducted interviews with 20 audience members from orchestras around the country to help the orchestra field understand audience experiences with online programming before and during the pandemic, and their feelings about online programs once venues are fully re-opened. Read our short briefing which explores four themes that emerged as audience members described the value of digital programming: quality, access and convenience, discovery, and bonding/intimacy. We have also adapted our protocol to be relevant to all artistic genres and invite you to use the protocol to conduct interviews with your own audience.
Leveraging Insights from Qualitative Survey Data
Key Takeaways: Demand for Digital Programming
What kinds of programs are audiences and visitors interested in watching online?
WolfBrown has been analyzing open-ended comments from thousands of survey responses to pull out key themes in the types of online programs visitors and audience members are interested in. Below you will find a summary report on the kinds of on-demand education programs that audience members shared their interest in.