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Opt-In Surveys



Stakeholders: Marketing, Development  

Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come).


The Demographics and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers. Results can be used as an input to institutional planning and to inform funders, sponsors, and other external stakeholders about your audience.  


Survey topics include: tenure, recency, frequency, series selection (customized), travel time/method of transportation, subscriber status, donor status, loyalty, social context of attendance, reasons for attending, barriers to more frequent attendance, price sensitivity, initiator status, late buying behavior, use of discount ticket brokers, accessibility needs, household size and composition, length of residence, languages spoken, and demographic characteristics (age, gender, race/ethnicity, relationship status, employment status, work location, occupation, artist status, educational attainment, household income, identification with LGBTQ+ communities, and political values).   


Level of customization: Limited. You may choose to include or exclude certain questions on the survey. One optional question, if selected, requires customization:  series, program category, or venue (for organizations with multiple product lines or venues), for the purposes of filtering results by product line. 


  • Available on demand July 19, 2023 - April 8, 2024

  • Cohort registration opens April 8, 2024

  • Informational webinar April 22, 2024,

  • 4:00 - 5:00 PM EDT | 1:00 - 2:00 PM PDT

  • Cohort registration closes May 10, 2024

  • Cohort survey deploys June 11, 2024


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 million-$9 million): $1,650

Tier 3 (Organization expense budget of <$3 million): $1,350

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

  • Appell Center for the Performing Arts

  • Cal Performances

  • Center for the Arts at George Mason University

  • Chamber Music Cincinnati

  • Chamber Music Detroit

  • DANCECleveland

  • Hylton Performing Arts Center

  • Madison Symphony Orchestra 

  • Mayo Performing Arts Center

  • New 42

  • New Conservatory Theatre Center

  • Northrop, University of Minnesota 

  • Shenandoah University

  • The New Group

  • Tucson Symphony

  • UMS

  • Penn Live Arts

2023 Cohort Membership 

The following organizations have opted into the 2023 Demographics and Buyer Behavior Survey Cohort:

Watch the informational webinar
Demographics and Buyer Behavior Survey Cohort

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

On Demand Registration will open July 19, 2023

No purchase required at this time. Please read our terms and conditions about participating in this survey cohort.

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