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Opt-In Surveys


Survey Stakeholders

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friction audit and engagement stakeholders

A Quick Overview


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?

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

For more information about this survey, contact Erin Gold, Consultant at WolfBrown at


  • On-demand available from May 22, 2024 until the next year's cohort survey registration begins.

  • Cohort survey registration will also be available in 2024-2025. More information available soon.

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 USD

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

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

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

2023 Cohort Membership 

The following organizations opted in to the Friction Audit and Engagement (previously called Audience Experience) Survey Cohort:

  • Ballet Arizona

  • Cal Performances

  • Childsplay

  • East West Players

  • Houston Ballet

  • LA Opera

  • Pittsburgh Symphony Orchestra

  • St. Louis Symphony Orchestra

  • Tucson Symphony

  • UMS

2024 Cohort Membership 

The following organizations have already opted in to the Friction Audit and Engagement Survey Cohort:

  • 59E59 Theaters

  • Arizona Theatre Company

  • Celebrity Series of Boston

  • East West Players

  • Flint Institute of Music

  • Golden Thread Productions

  • San Diego Symphony

  • Segerstrom Center for the Arts

  • The Old Globe

  • The Symphony of Northwest Arkansas

  • West Michigan Symphony

Watch the 2024 Informational Session

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Friction Audit and Engagement Survey Cohort

$1,350 - $1,950 USD based on Tier Number (+$300 surcharge for On-Demand)

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

If you have any questions or concerns, please e-mail Erin Gold, Consultant at WolfBrown, at for assistance. 

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