Tastes and Preferences Survey, Music

Welcome to the Tastes and Preferences Survey, Music!

Please bookmark this page, as it is not publicly accessible.

This page contains key information about the study for participating organizations. Here you’ll also be able to access an archive of recorded sessions from the most recent cohort.

Key Dates

All organizations are free to choose a date for deployment. At this point in time, you should have already chosen a date. If you haven't chosen a date already, please reach out to erin@wolfbrown.com. The survey will be set to close one week after your selected deployment date.
We recommend sending emails requesting cooperation with the survey on a Tuesday at 12 pm noon, your time.
All organizations are also free to choose a date for a reminder email. We recommend sending one reminder email on the Friday following the initial email; the precise time of deployment is up to you.
If you’re deploying on a Tuesday, the survey will be set to close at 11:59 pm PDT on the following Monday.

First Steps

If you haven’t already, please immediately fill out the participation form, which identifies the individuals in your organization with whom WolfBrown will liaise on all matters related to the survey cohort. You can also use this form to let us know if you’d like us to give additional people access to the dashboard and/or invite them to the online sessions.
Look at the Customizations tab on this webpage for instructions about customizations and survey incentives.
Please make sure you've added our domain to your email's allowlist and added erin@wolfbrown.com to your contact list, as sometimes emails end up in your spam folder otherwise.

Customization

This is a highly discipline-specific protocol, which means that a number of the questions are tailored for the artistic discipline(s) your organization presents. Otherwise, no customization is involved, although there are a small number of optional questions on the survey that you can choose to add. Please fill out our customization form in order to include any of these questions, if you haven't yet. Your customization details must be submitted to WolfBrown two weeks before deployment.

Incentives

You can include an incentive for the survey if you’d like to increase response rates. You’ll need to choose the incentive and create a form to collect email addresses from respondents at the end of the survey. Email Erin Gold at erin@wolfbrown.com for more details and to get it added to the survey.

Deployment Logistics

Email List Selection (Sampling Plan)

Given the goal of obtaining an accurate profile of your ticket buyers, you’ll want the results to be as representative as possible of your total (recent) audience. We’ve seen response rates averaging 5% and ranging from 1% to 10%.
Considering this, you’ll want to send out a minimum of 1,000 and a maximum of 10,000 randomly selected emails representing a natural mix of ticket buyers. Shoot for at least 3,000, if possible. The more, the better. In the end, you want to be looking at a respondent pool of 150, at minimum, and preferably 400 or more.
Generally, we suggest a look-back period of transaction activity from 9/1/2023 to the present date. Smaller organizations might extend the look-back period to 9/1/2022. If you have more than 10,000 ticket buyers in that window, bring the look-back date forward in order to reduce the sample size and target more recent ticket buyers.
In any survey of this nature, there is a natural bias towards more recent buyers, and more loyal patrons in general. Subscribers typically respond to surveys at twice the rate of individual ticket buyers.
Once you’ve assessed your counts, complete the sampling form to report your counts to WolfBrown. We need this information to calculate response rates.
Note: A minimum of 100 responses is necessary to view and analyze your respondents’ data in the dashboard. Organizations with less than 100 responses will be offered the option of remaining in the cohort with less than 100 responses in the dashboard (understanding that results are not stable) or a credit towards a future survey.

Review the Protocol & Test the Survey

Familiarize your team with the survey protocol designed by the WolfBrown team.
We strongly encourage staff of participating organizations to take the online survey as part of your preparatory efforts.
There are test links for each discipline:
Questions marked “Optional” may be included in the survey, at your discretion. We recommend including as few optional questions as possible, to minimize length.

Download and review your protocol

National Panel

All survey respondents, after completing the survey, will be invited to opt-in to Audience Outlook Monitor’s National Panel.

Exit Dashboard

Upon completing the survey, survey takers will be redirected to an “Exit Dashboard” – an abbreviated, static dashboard page that provides results for a small number of survey questions for your organization (only), so that respondents can see how their answers compared to the answers of others.
No open-ended questions are included in the Exit Dashboard.
We feel that providing instant access to selected results will add an element of transparency to the process and help to maintain the goodwill of survey takers.

Suggested Email Language

We provide suggested language for the two outbound email messages. Use your own branding and design. Feel free to adapt the language to fit your voice and to what you’ve found best engages your audience or visitors.
WolfBrown will provide the liaisons from your organization with the survey hyperlink to be included in your outbound email message. The liaisons should first test the survey themselves.
View suggested language for outbound emails here.

Dashboard Access and Sessions

Session Descriptions

Watching the recordings of the various cohort learning activities will greatly enhance the value you get from your investment in the survey.
Watching these recorded sessions is optional.
Recordings may be shared with anyone within your organization.

Deployment Logistics Session

Watch this session prior to deploying the survey. In this session, we cover list selection criteria and email deployments and answer questions about the details of deployment.

Opening the Conversation

Before reviewing the results, watch this session to reflect on why you’re sending the survey and hear from members of the cohort on how they planned to use the results.

Dashboard Orientation

Watch this session after deploying and before diving into the dashboard. We give a guided tour of the dashboard, tips on filtering data, tagging open-ended responses, and other technical information on the dashboard tool.

Study Session

After spending time looking in the dashboard, you can hear from the members of the most recent cohort as they discuss the different modules of survey questions. Takeaways have been compiled in a shared Google Doc for all to see.

Culminating Session: What have we learned?

After viewing the study session, watch the culminating session to hear WolfBrown staff synthesize key takeaways and to hear the members of the most recent cohort reflect on next steps for their organizations.

Private Session for On-Demand Clients

All on-demand clients are able to schedule a private session to go over their results. Please reach out to Erin Gold at erin@wolfbrown.com to schedule.

Dashboard Access

You’ll have access to the survey results in your dashboard as they come in on the deployment day. This will be your first chance to see the number of fully completed survey responses from your own patrons and everyone else’s.
To access the dashboard tool, please create a password using your email as your username. If your email is not set up as a login, fill out our participation form to be added as a user. Once you’ve created a password, we recommend you bookmark our login page, so you can easily log into the dashboard directly.
We highly recommend the Dashboard Orientation Session for anyone in your organization who is new to the dashboard or needs a refresher. Calendar appointments with a Zoom link will be sent to all liaisons and contacts who requested them using the participation form. The recording of this session will be posted on this page.
A successful learning experience depends on your efforts to make sense of the results. This is not a typical process where the consultant conducts a statistical analysis and prepares a lengthy report several months after data collection. Instead, results are available through the dashboard, and the time you spend in the dashboard will reap benefits for your organization. After deployment, you will have a chance to meet with a WolfBrown consultant to review your results.

Tagging Your Data

In order to identify trends in the survey's qualitative data, quantify the frequency of certain responses, and find notable responses in the future, we encourage all organizations to add tags to their respondents’ verbatim responses in the dashboard. Responses can be tagged by clicking on the response in the dashboard and typing the tag in the box below the response. We will guide you through the tagging process during the Dashboard Orientation Session.

View the tagging scheme here, or visit the page to download a Word Document.

Questions?

Please reach out to Erin Gold with any questions.

Email: erin@wolfbrown.com
Phone: 415.796.3060

Email Language

Tagging Scheme

Tastes and Preferences Survey, Music

Welcome to the Tastes and Preferences Survey, Music!

Key Dates

First Steps

Customization

Incentives

Deployment Logistics

Email List Selection (Sampling Plan)

Review the Protocol & Test the Survey

Download and review your protocol

National Panel

Exit Dashboard

Suggested Email Language

Dashboard Access and Sessions

Session Descriptions

Deployment Logistics Session

Opening the Conversation

Dashboard Orientation

Study Session

Culminating Session: What have we learned?

Private Session for On-Demand Clients

Archive

Deployment Logistics Session

Dashboard Orientation

Cohort Learning Session 1: Opening the Conversation

Cohort Learning Session 2: Small Group Study Session

Cohort Learning Session 3: Culminating Session - What Have We Learned?

Dashboard Access

Tagging Your Data

Questions?