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- Tastes and Preferences Survey | Audience Outlook
Creating audience engagement programs takes an enormous amount of staff time and direct cost. Understanding your audiences’ appetite for engagement and which resources they use and value most ensures you are devoting your resources in the right way for different audience segments. Opt-In Surveys Tastes and Preferences Survey Video Overview Description Timeline & Pricing Informational Session Cohort Members The Tastes and Preferences Survey examines patrons’ tastes and preferences across artistic disciplines and deeply within your organization’s specific discipline(s). The results will help you gain a bigger picture of your patrons’ programming interests, understand their appetite for new work, and assess interest in digital or immersive programming. Artistic and marketing team members are key stakeholders in this survey. Depending on the discipline, the survey will cover these and other topics: Cultural interests (i.e., countries or regions of the world) Past involvement in the art form Interest in attending specific types of live programs within the discipline Interest in specific genres and subgenres within a discipline Satisfaction with selection of program offerings Indicators of trust and adventurousness Preferences for different presentation formats Interest in thematic programs (if applicable) Interest in immersive experiences (if applicable) In the media and around boardroom tables, many assumptions are being made about the kinds of artistic work that audiences want, post-pandemic. In offering this survey we hope to replace unfounded assumptions with actual data. While we would never assert that arts organizations should acquiesce to audiences’ tastes, we do think that clarifying preferences for formats and types of artistic programs can be a valuable input (i.e., one of many inputs) to organizational thinking about programming. In 2024, this survey focused on classical music preferences, and painted a picture of growing diversity in music preferences and appetite for alternative formats. We also piloted a version of the survey for theatres that delved deeply into knowledge of playwrights, what pushes people out of their comfort zones, and interest in a range of theatrical forms, formats, etc. Presently, these two surveys are available on-demand. For 2025, we will focus on tastes and preferences in dance. Level of customization: This is a highly discipline-specific protocol, only available for specific disciplines within the performing arts. Otherwise, no customization is involved, although several questions are optional. 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 Alan Kline, Director of Audience Research Programs at WolfBrown at alan.kline@wolfbrown.com . Timeline Available on-demand for theatre and music organizations Next cohort will be for dance organizations Cohort registration opens March 10, 2025 Informational session on March 24, 2025 from 2 - 3 pm ET | 11 am - 12 pm PT Cohort registration closes April 11, 2025 Cohort deploys survey May 13, 2025 On-Demand available for dance organizations on June 18, 2025 Pricing 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 Note: A $300 USD surcharge applies to on-demand service at other times of the year. Participating on-demand organizations will deploy the survey to their customers; results will be added to the 2025 cohort dashboard; you’ll have access to all the cohort resources, including recordings of cohort learning sessions. 2024 Cohort Members The following organizations opted in to the 2024 Theatre Pilot Survey Cohort: Arizona Theatre Company Canadian Stage Long Wharf Theatre Wilma Theatre The following organizations have opted in to the 2024 Music Survey Cohort: Ann Arbor Symphony Orchestra Arizona Opera Boston Symphony Orchestra Detroit Opera LA Philharmonic Madison Symphony Orchestra Minnesota Orchestra Modesto Symphony Monterey Symphony Oklahoma City Philharmonic Oregon Symphony Pacific Symphony Phoenix Symphony Pittsburgh Symphony San Diego Symphony St. Louis Symphony Orchestra The Philadelphia Orchestra Tucson Symphony Winspear Centre & Edmonton Symphony Register for the 2025 Informational Session A Quick Overview Heading 1 Tastes and Preferences Survey Cohort (Dance Cohort or On-Demand Music/Theatre) $1,350 - $1,950 USD based on Tier Number (+$300 surcharge for On-Demand) Register for the Dance Survey Cohort Purchase the Theatre or Music Survey 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 Alan Kline, Director of Audience Research Programs at WolfBrown, at alan.kline@wolfbrown.com for assistance.
- Audience Outlook Monitor | arts research
Affordable market research for arts and cultural organizations. Finally. Audience Outlook Monitor is a community of research-minded arts and culture professionals dedicated to learning about audiences, led by WolfBrown. Through our free learning activities, we build sector capacity to think critically about audiences and their relationships with arts organizations. Community members may join our paid surveys as an easy and professional alternative to expensive, customized market research. Welcome! Audience Outlook Monitor is a community of research-minded arts and culture professionals dedicated to learning about audiences , led by WolfBrown . Through our free webinars and other learning activities, we aim to build sector capacity to think critically about audiences and their relationships with the art, artists and organizations that comprise our sector. Community members may elect to join any of our paid surveys, either through an organized cohort or on-demand, as an easy and professional alternative to expensive, customized market research. AOM's initial focus is serving the audience research needs of performing arts organizations , although some of our surveys are also designed for museums. Why Audience Outl ook Monitor? Access professional quality research protocols at a fraction of the cost Deploy surveys as you need them Compare results across peer organizations, and against field aggregates Benefit from peer-based cohort learning around results Access your results in a password-protected dashboard available 24/7 to anyone in your organization Accumulate all of your research results in a single place – a cumulative archive of your audience data, and a hedge against loss of institutional memory due to staff turnover Affordable market research for arts and cultural organizations. Finally. Audience Outlook Monitor Community Through our free Audience Outlook Monitor community activities, we explore current issues , share emerging practices , and aim to build stronger frameworks for understanding audiences in a rapidly changing marketplace . This year's AOM community activities will revolve around the topic of customer relationships . Specifically, we'll be reflecting critically on subscription as a relationship and thinking collectively about other types of customer relationships that capture loyalty, affinity, and passion , and speak to current-day arts consumers' lives. Subscribe to our newsletter to be the first to find out about free activities and upcoming opt-in surveys. Join the community Upcoming Online Sessions Info Session: Tastes and Preferences Survey [Dance Cohort] Monday, March 24, 2025 at 2:00 - 3:00 pm ET | 11:00 am - 12:00 pm PT Register now Info Session: Friction Audit and Engagement Survey Tuesday, February 18, 2025 at 2:00 - 3:00 pm ET | 11:00 am - 12:00 pm PT Register now Opt-In Surveys Our radically new cohort model for audience research was developed over two years during the Covid-19 pandemic and is now a permanent program. Through our low-cost, opt-in surveys , arts organizations can track essential information about their customers while avoiding the costs of customized research. AOM community members are notified of opt-in survey opportunities throughout the year. Basic surveys cover core research topics of greatest interest to most organizations. Each of these surveys will deploy once per year in a cohort, but can also be purchased on-demand - on your own schedule . To gain trend data, you may wish to repeat one or more of them annually or every other year. As with the COVID-19 Study, which launched in 2020, we're continuing to research special topics addressing urgent topics facing our sector. This year, we're rolling out the first phase of the IDEA Study , which assesses audience attitudes about inclusion, diversity, and equity. Need help choosing surveys? Friction Audit and Engagement Survey Find out more Cohort registration opens February 3, 2025 Cohort registration closes March 7, 2025 Cohort deploys survey April 8, 2025 Survey Cohorts Open for Registration What People Say Summer Roth, Director of Marketing and Communications for Scottsdale Arts "I truly appreciated the opportunity to collaborate with other non-profit marketing leaders during the cohort research process. The relationships we developed provided a sense of understanding and validation that was crucial for my growth. WolfBrown’s deep knowledge and data acumen were instrumental in connecting the dots between various, sometimes seemingly unrelated, data points. This insight has helped me see how these factors impact my role as a leader in the non-profit sector. WolfBrown genuinely cares about the arts non-profit community and consistently demonstrates their commitment to our success. Their support has inspired us to adapt, innovate, and thrive in our efforts to serve the community. Wiley Hausam, Director of Arts and Cultural Programming at Peak Performances at Montclair State University Thank you, thank you, thank you everyone at WolfBrown! You have given us much information [through the COVID-19 Study] - and the basis for hope and faith in our future - during very dark days. Which are looking brighter now.
- IDEA Study | Audience Outlook Monitor
Opt-In Surveys Quick Overview Description Timeline & Pricing Informational Session Cohort Membership List Open to all arts and culture organizations Emerging Research Questions for Phase 1 (2023) Do ticket buyers see themselves as stakeholders in arts organizations’ EDI work? How might arts organizations more deeply enfranchise ticket buyers in this work? How do ticket buyers feel about efforts by arts organizations to diversify their artistic offerings and production practices? What is the appetite for programs that center the artistry and stories of historically marginalized populations? How far do audience members think individual arts organizations should go in acknowledging, deconstructing, and redressing structures of cultural production that privilege some and exclude others? The study also represents an opportunity for participating arts organizations to develop evaluative indicators of audience support for their work in the areas of inclusion, diversity, and equity - indicators that organizations can use to monitor the degree to which their EDI work is legible to, and supported by, their audience. In this way, we hope the study will lead to a more sustained practice of audience engagement around EDI work. The IDEA Study is a special research initiative – a quantitative survey of audience attitudes about inclusion, diversity, equity, and access. Why the IDEA Study? Many arts organizations have taken significant steps to address lack of diversity in staffing and board membership, and have adopted more equitable HR policies and practices. Some organizations have moved towards more pluralistic models of artistic leadership and have diversified programming with the aim of serving a broader public. Many questions remain, however, as to the extent to which audience members understand themselves as stakeholders in this work, their expectations of arts organizations in this regard, and their preferences and tastes for a more diverse palette of artistic work. Through this field-wide collaborative study, we hope to learn how arts organizations can activate audiences in their work to be more inclusive, more diverse, and more equitable. Two Phases of Investigation Phase one of the study in 2023 will explore audience attitudes about inclusion, diversity, and equity. Questions will cover both general attitudes and evaluative questions pertaining to participating arts organizations. In partnership with the League of American Orchestras, a first study cohort of 27 orchestras deployed the survey on April 11, 2023. Phase two of the study in 2024 will delve deeply into the accessibility needs of arts audiences. 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 Alan Kline, Director of Audience Research Programs at WolfBrown at alan.kline@wolfbrown.com . Timeline Available on-demand long-term. 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. Pricing On-demand participation pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,550 USD Tier 2 (Organization expense budget of $3 million-$9 million): $2,450 USD Tier 3 (Organization expense budget of <$3 million): $1,950 USD 2023 Cohort Membership The following orchestras opted in to the IDEA Study Orchestra Cohort, in collaboration with the League of American Orchestras: Allentown Symphony Association Atlanta Symphony Orchestra Boston Symphony Orchestra Buffalo Philharmonic Orchestra Charlotte Symphony Chicago Symphony Orchestra The Cleveland Orchestra Detroit Symphony Orchestra Houston Symphony Knoxville Symphony Orchestra LA Phil Madison Symphony Orchestra New World Symphony New York Philharmonic Omaha Symphony Orchestra Lumos Pacific Symphony Philadelphia Orchestra Pittsburgh Symphony Orchestra Richmond Symphony San Diego Symphony San Francisco Symphony South Bend Symphony Orchestra St. Louis Symphony Orchestra Symphony New Hampshire Wichita Symphony Winston-Salem Symphony The following organizations were supported by the Flinn Foundation: Arizona Opera Arizona Science Center Ballet Arizona Children's Museum of Phoenix Childsplay Desert Botanical Garden Phoenix Art Museum Phoenix Theatre Scottsdale Arts The following organizations joined the open cohort: Celebrity Series of Boston Classic Stage Company First Stage Flint Institute of Music Freight & Salvage Guggenheim Museum Kimmel Cultural Campus (Kimmel Center for the Performing Arts) Montalvo Arts Center Segerstrom Center for the Arts The Bushnell Center for the Performing Arts The following organizations joined the Chamber Music America cohort: Capital Region Classical Chamber Music Cincinnati Chamber Music Detroit Chamber Music Raleigh Chamber Music Society of Palm Beach Chamber Music Tulsa Ensemble Music Society Friends of Chamber Music, Denver Friends of Chamber Music, Portland Music Mondays (NYC) San Francisco Performances Shriver Hall Concert Series The Schubert Club Tuscon Symphony Watch the 2023 Informational Session Learn about the Dashboard IDEA Study Phase 1 Survey Cohort $1,650 - $2,250 USD based on Tier Number Purchase the Survey 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 Alan Kline, Director of Audience Research Programs at WolfBrown, at alan.kline@wolfbrown.com for assistance. IDEA Study Phase 1: Audience Attitudes around Inclusion, Diversity, and Equity