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Demographics and Buyer Behavior Survey Open Cohort

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Welcome to the Demographics and Buyer Behavior Survey 2023 Open Cohort!

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

This page contains key information about the study for participating organizations. Here you’ll be able to access recordings of online sessions in the archive section at the bottom of the page and other survey resources as they become available.

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Cohort Membership  

The following organizations have opted into this cohort:

  • Appell Center for the Performing Arts

  • Arizona Science Center

  • 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


  • 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

  • There are a number of optional questions on the survey that you can chose to add. In addition, you are allowed to customize one question asking your patrons to identify which series/product line/venue they have attended, so you can filter your results by this variable. Please fill out our customization form in order to include any of these questions. Your customization details must be submitted to WolfBrown by May 31.

  • Fill out this contact form if you want us to invite additional people to the online sessions.

  • Please make sure you've whitelisted's email and added to your contact list, as sometimes emails end up in your spam folder otherwise.


  • All organizations send emails requesting cooperation with the survey on Tuesday, June 13. The precise time of deployment is up to you.

  • All organizations send reminder emails on Friday, June 16; the precise time of deployment is up to you. The survey closes at 11:59 pm PDT on Monday, June 19. 




Deployment Logistics Session

  • Topic: We will cover list selection criteria and email deployments. This session is your chance to ask questions about the details of deployment.

  • Date: Tuesday, May 30, 2023 (45 min)

A link to the recording of this session (and all future sessions) will be added to the bottom of this page shortly afterwards. 

Email List Selection (Sampling Plan)
  • Given that this is a demographic survey of your audience, 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%. 

  • In light of 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 9/1/2020 to the present date. Smaller organizations might extend the look-back period to 9/1/2019. 

  • 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.  


Recommended Email Language



Download and review the protocol
Download PDF • 414KB

  • Familiarize your team with the survey protocol (located on the right of this page).

  • We strongly encourage staff of participating organizations to take the online survey as part of your preparatory efforts.

  • The protocol was designed by the WolfBrown team over the past six months, based on industry best practices and decades of experience with this line of questioning. Skip logic is used to shorten the length whenever possible.

  • Questions marked “Optional” may be included in the survey, at your discretion. We recommend including as few optional questions as possible, to minimize length.

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

  • 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.


  • You’ll have access to your 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 contact 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.


Dashboard Orientation

  • Topic: A guided tour of the Demographic and Buyer Behavior Cohort dashboard, tips on filtering data, tagging open-ended responses, and other technical information on the dashboard tool.

  • Date: Wednesday, June 21 at 2:00-2:45 pm EDT | 11:00-11:45 am PDT (45 minutes)