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New qualitative research tools now available

Since the pandemic began, we have learned a great deal about how audiences feel about returning to arts and cultural events through the COVID-19 Audience Outlook Monitor survey. To help organizations gain further insight on issues surrounding readiness to return to in-person performance venues, WolfBrown has developed tools for conducting virtual focus groups with audience members.

We have created and tested two protocols that focus on “Early Adopters” – the 20% to 25% of audience members who say they are ready to resume attending as soon as legally allowed, with or without a vaccine. Hosting a focus group with "early adopters" in your audience can provide insight about what’s driving that readiness and inform strategic communications. Learn more via the link below.


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