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Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come). The Demographic and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers. Results can be used as an input to institutional planning and to inform funders, sponsors and other external stakeholders about your audience. Description Timeline & Pricing Protocols Participating Organizations Square one of audience research is maintaining a detailed profile of your customers – knowing who they are in terms of demographics and family lifecycle, how they relate to your organization as ticket buyers and donors, and why they come (or don’t come). The Demographics and Buyer Behavior Survey generates a multi-dimensional profile of ticket buyers . Results can be used as an input to institutional planning and to inform funders, sponsors, and other external stakeholders about your audience. This survey cover topics such as: tenure, recency, frequency, series selection (customized) travel time/method of transportation subscriber status, donor status, loyalty social context of attendance, reasons for attending, barriers to more frequent attendance price sensitivity, initiator status, late buying behavior, use of discount ticket brokers, accessibility needs, household size and composition length of residence, languages spoken, and demographic characteristics (age, gender, race/ethnicity relationship status, employment status, work location, occupation, artist status educational attainment, household income identification with LGBTQ+ communities political values Level of Customization Limited. You may choose to include or exclude certain questions on the survey. One optional question, if selected, requires customization: series, program category, or venue (for organizations with multiple product lines or venues), for the purposes of filtering results by product line. Results To maximize learning, research partners must agree to share their results with other participating organizations through the WolfBrown dashboard. After the survey concludes, aggregated results may be shared with the larger field through the Audience Outlook Monitor community . Questions For more information about this survey, contact Alan Brown, Managing Principal of WolfBrown. Contact Us Timeline Recommended deployment on May 12, 2026 or choose your own date. Pricing Pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,250 USD Tier 2 (Organization expense budget of $3 million-$9 million): $1,950 USD Tier 3 (Organization expense budget of <$3 million): $1,650 USD Research partners who elect this survey will have access to the following standardized survey protocols. Audience Outlook Monitor survey protocols are the protected intellectual property of WolfBrown LLC. Unauthorized use of all or parts of these protocols is strictly prohibited. We provide them here to allow you to assess the extent to which the protocols will meet your needs. Performing Arts version 2025 Demo and Buyer Behavior Protocol PERFORMING ARTS web version .pdf Download PDF • 763KB Visitor Based version 2025 Demo and Buyer Behavior Protocol VISITOR-BASED web version .pdf Download PDF • 764KB "Sending out this survey for multiple years has helped us better understand how our audience has changed and maintained consistency from year to year. On top of that, it's been very interesting comparing our data to different participating organizations and diving into top-level findings from WolfBrown—shining a light on cross-organizational data we couldn't have collected on our own." - Catherine Monteleone, New 42 "Our entire team is excited about the knowledge we gained from AOM. We can’t wait to put the insights we found into action. Participating in AOM is a no-brainer for any organization working with limited time and money for research!" - Laima Haley, CU Presents, University of Colorado Boulder Past Research Partners Appell Center for the Performing Arts Arizona Opera Arizona Science Center Arizona-Sonora Desert Museum Arizona Theatre Company Ballet Arizona Cal Performances Center for the Arts at George Mason University Chamber Music Cincinnati Chamber Music Detroit Childsplay Children’s Museum of Phoenix Community Concert Hall at Fort Lewis College CU Presents DANCECleveland Desert Botanical Garden East West Players Heard Museum Hylton Performing Arts Center La Peña Cultural Center Madison Symphony Orchestra Mayo Performing Arts Center Mesa Arts Center Midland Center for the Arts Museum of Northern Arizona New 42 New Conservatory Theatre Center Northrop, University of Minnesota Penn Live Arts Phoenix Art Museum Scottsdale Arts Shenandoah University Sitka Music Festival Sunset Cultural Center The New Group Tucson Symphony Orchestra UF Performing Arts UMS Demographics and Buyer Behavior Survey Register Now An invoice will be generated after you register. Please read our terms and conditions before registering.

IDEA Study, Phase 2: Accessibility Needs Description Timeline & Pricing Protocol Participating Organizations The IDEA Study was a special research initiative launched in 2023 to provide arts organizations with insight as to audience attitudes about inclusion, diversity, equity, and access, as a contribution to the national discourse. Phase 1 of the IDEA Study focused on measuring attitudes about inclusion, diversity, and equity, while Phase 2 of the Study focused on assessing accessibility needs. Both surveys are now available to our research partners. This survey addresses questions such as: What accommodations do people make in their daily lives, regardless of disability status? What is the relationship between disability and use of accessibility programs and services offered by arts organizations? What accessibility programs and services are audience members most likely to use in the areas of mobility, vision, hearing, and neurodiversity, whether or not these services are currently offered? What generational shifts are changing the landscape of accessibility needs? How satisfied are audience members with our accessibility services? To what extent is lack of accessibility accommodations a barrier to attendance? We developed this survey in part because we believe there have been significant shifts in public attitudes about accessibility, and also because we hope to provide organizations more clarity on the role that accessibility plays in the sector’s efforts towards greater inclusion, diversity and equity. As part of Phase 2, we also offered a Survey of Accessibility Practices of Performing Arts Organizations . Preliminary findings were reviewed and discussed in a Town Hall meeting, which was recorded and shared on a resource page. In designing and implementing this study, we collaborated with, and built on, the past work and perspectives of advocates and practitioners working in the accessibility space. We are grateful for the arts professionals and inclusion advocates who consulted with us on this project and for the members of the advisory committee who guided the initial research. The Kennedy Center’s Office of Accessibility and VSA played an advisory role for the survey design, implementation, and sharing out of initial study results. Participants will gain access to a library of video recordings of four learning sessions, each focusing on a different aspect of accessibility , as well as a culmination session. Results To maximize learning, research partners agree to share their results with other participating organizations through the WolfBrown Dashboard . A selection of aggregated results may be shared with the larger field through the Audience Outlook Monitor community. Level of Customization None Questions For more information about this survey, contact Alan Brown, Managing Principal of WolfBrown. Contact Us Timeline Recommended deployment on April 14, 2026 or choose your own date. Pricing Pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,250 USD Tier 2 (Organization expense budget of $3 million-$9 million): $1,950 USD Tier 3 (Organization expense budget of <$3 million): $1,650 USD Research partners who elect this survey will have access to the following standardized survey protocols. Audience Outlook Monitor survey protocols are the protected intellectual property of WolfBrown LLC. Unauthorized use of all or parts of these protocols is strictly prohibited. We provide them here to allow you to assess the extent to which the protocols will meet your needs. IDEA Phase 2 Ticket Buyer Protocol web version .pdf Download PDF • 376KB IDEA Study Phase 2 Visitor-based Protocol web_version .pdf Download PDF • 472KB “I just want to give the WolfBrown team a huge shoutout for doing this survey on accessibility. It provides those of us working in the field with data to go out and advocate even better for the work that we all do. So, a big shout out.” - Betty Siegel, The John F. Kennedy Center for the Performing Arts Past Research Partners: BAM (Brooklyn Academy of Music) CAPA (Columbus Association for the Performing Arts) Chicago Symphony Orchestra Childsplay Cincinnati Symphony Orchestra Flint Institute of Music Goodman Theatre The John F. Kennedy Center for the Performing Arts Mayo Performing Arts Center Mesa Arts Center Paper Mill Playhouse Pittsburgh Symphony Orchestra Scottsdale Arts Segerstrom Center for the Arts Signature Theatre Studio Theatre Tucson Symphony Orchestra University Musical Society (UMS) Register Now An invoice will be generated after you register. Please read our terms and conditions before registering. Anchor 1

Description Timeline & Pricing Protocols Participating Organizations The IDEA Study was a special research initiative launched in 2023 to provide arts organizations with insight as to audience attitudes about inclusion, diversity, equity, and access, as a contribution to the national discourse. Phase 1 of the Study focused on measuring attitudes about inclusion, diversity, and equity, while Phase 2 of the Study focused on assessing accessibility needs. Both surveys are now available to our research partners. This survey addresses topics such as: 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 Phase 1 survey also provides participating organizations with 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. Level of Customization None Results To maximize cohort learning, participants 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 . Questions For more information about this survey, contact Alan Brown, Managing Principal of WolfBrown. Contact Us Timeline Recommended deployment on March 10, 2026 or choose your own date. Pricing Pricing is based on your organizational expense budget. Tier 1 (Organization expense budget of $9 million+): $2,250 USD Tier 2 (Organization expense budget of $3 million-$9 million): $1,950 USD Tier 3 (Organization expense budget of <$3 million): $1,650 USD Past Research Partners: Allentown Symphony Association Arizona Opera Arizona Science Center Atlanta Symphony Orchestra Ballet Arizona Boston Symphony Orchestra Buffalo Philharmonic Orchestra Capital Region Classical Celebrity Series of Boston Chamber Music Cincinnati Chamber Music Detroit Chamber Music Raleigh Chamber Music Society of Palm Beach Chamber Music Tulsa Charlotte Symphony Chicago Symphony Orchestra Childsplay Children's Museum of Phoenix Classic Stage Company The Cleveland Orchestra Desert Botanical Garden Detroit Symphony Orchestra Ensemble Music Society First Stage Flint Institute of Music Friends of Chamber Music, Denver Friends of Chamber Music, Portland Freight & Salvage Guggenheim Museum Houston Symphony Kimmel Cultural Campus (Kimmel Center for the Performing Arts) Knoxville Symphony Orchestra LA Phil Madison Symphony Orchestra Montalvo Arts Center Music Mondays (NYC) New World Symphony New York Philharmonic Omaha Symphony Orchestra Lumos Pacific Symphony Philadelphia Orchestra Phoenix Art Museum Phoenix Theatre Pittsburgh Symphony Orchestra Richmond Symphony San Diego Symphony San Francisco Performances San Francisco Symphony Scottsdale Arts Segerstrom Center for the Arts The Bushnell Center for the Performing Arts The Schubert Club Shriver Hall Concert Series South Bend Symphony Orchestra St. Louis Symphony Orchestra Symphony New Hampshire Tucson Symphony Winston-Salem Symphony Wichita Symphony Research partners who elect this survey will have access to the following standardized survey protocols. Audience Outlook Monitor survey protocols are the protected intellectual property of WolfBrown LLC. Unauthorized use of all or parts of these protocols is strictly prohibited. We provide them here to allow you to assess the extent to which the protocols will meet your needs. Chorus IDEA Study Phase 1 Protocol V5 CHORUS web version .pdf Download PDF • 337KB Dance IDEA Study Phase 1 Protocol V5 DANCE web version .pdf Download PDF • 336KB Botanical Gardens IDEA Study Phase 1 Protocol V5 BOTANICAL GARDENS web version .pdf Download PDF • 740KB Opera IDEA Study Phase 1 Protocol V5 OPERA web version .pdf Download PDF • 741KB Performing Arts Center IDEA Study Phase 1 Protocol V5 PERFORMING ARTS CENTER web version .pdf Download PDF • 740KB Science Center IDEA Study Phase 1 Protocol V5 SCIENCE CENTERS web version .pdf Download PDF • 790KB Theatre IDEA Study Phase 1 Protocol V5 THEATRE web version .pdf Download PDF • 790KB Chamber Music IDEA Study Phase 1 Protocol V5 CHAMBER MUSIC web version .pdf Download PDF • 793KB Hybrid Arts Center IDEA Study Phase 1 Protocol V5 HYBRID ARTS CENTER web version .pdf Download PDF • 791KB Art Museums IDEA Study Phase 1 Protocol V5 ART MUSEUMS web version .pdf Download PDF • 345KB Children's Museum IDEA Study Phase 1 Protocol V5 CHILDREN'S MUSEUM web version .pdf Download PDF • 740KB Register Now An invoice will be generated after you register. Please read our terms and conditions before registering. IDEA Study, Phase 1: Attitudes about Inclusion, Diversity, and Equity