Opt-In Surveys | Audience Outlook Monitor
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OPT-IN SURVEYS

Audience Outlook Monitor offers several types of research support. Our radically new cohort model for audience research was developed over two years during the COVID-19 pandemic and is now a permanent program. AOM surveys are a low-cost alternative to expensive, customized market research and allow you to track essential information about your customers regularly, year after year. AOM's initial focus is serving the audience research needs of performing arts organizations, although some of our surveys are also designed for museums. 

Real-time Dashboard Reporting

Organizations participating in any of our surveys can compare their results with those from other organizations in their cohort and against field aggregates. Results accumulate in a password-protected dashboard, and you can request as many logins as you'd like. Over time, your dashboard will become an easily accessible archive for your audience survey data.
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BASIC SURVEYS

Our library of four standardized Basic Surveys covers the core research topics of greatest interest to most arts organizations. Basic surveys are available once a year in a cohort format. To gain trend data, you may wish to repeat one or more of them annually or every other year. If you’d like to deploy any of the basic surveys off-schedule (i.e., on your own timeline), they are available on-demand for a small surcharge. Visit the Store to see which surveys are available right now, either in cohorts or on-demand.
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Yields a detailed profile of your patrons in terms of demographics, family lifecycle, transportation, social organizing behavior, motivations, and how they relate to your organization.

Demographics and Buyer Behavior Survey
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Timeline

  • Open for cohort registration now, until May 10, 2024

  • Survey deploys June 11, 2024

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Generates a comprehensive media usage profile of your patrons (social media, digital media, radio, TV, print publications); the protocol requires a high level of customization to reflect the local media market.

Communications and Media Use Survey
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Timeline

  • Registration opens June 10, 2024

  • Informational session June 24, 2024

  • Registration closes July 12, 2024

  • Deployment on August 13, 2024

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Tracks audience members' background in the arts, aspirational level of engagement, experience mapping, friction with customer touchpoints, safety concerns, and preferences for engaging before, during, and after performances (a discipline-specific protocol).

Friction Audit and Engagement Survey
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Timeline

  • More information available soon about upcoming cohorts.

  • Available on-demand from May 22, 2024.

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Develops a taste profile of your patron base, covering preferences for genres, subgenres, and formats, indicators of risk and adventurousness, interest in digital programming and immersive experiences (a discipline-specific protocol).

Tastes and Preferences Survey (Discipline Specific Cohorts)
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Timeline

  • More information available soon about upcoming cohorts.

  • Available on-demand from April 17, 2024.

SPECIAL TOPIC SURVEYS

As with the Covid-19 Study launched in 2020, we will continue to bring forward research efforts that address urgent topics facing our sector. These will include:

Assesses audience attitudes about inclusion, diversity, and equity.

Timeline

  • Available on-demand longterm.

Assesses audience attitudes about accessibility.

Timeline

  • Cohort registration opens August 5, 2024

  • Informational session August 19, 2024

  • Cohort registration closes September 6, 2024

  • Deployment on October 8, 2024

Unearths the driving forces motivating donors to give.

Timeline

  • Available on-demand longterm.

POST-EVENT FEEDBACK SURVEYS

WolfBrown is an industry leader in designing and implementing post-event feedback surveys (previously called Intrinsic Impact). We have supported hundreds of performing arts organizations in this area for over 20 years. Our survey support program is now a service under the Audience Outlook Monitor program.
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Post-Event Feedback Surveys
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Gathers feedback directly from audiences immediately after they attend a performance and can be sent after as many programs or productions as you wish throughout your season.

Timeline

  • The current survey cohort may be joined until August 31, 2024.

  • Cohort registration is possible throughout the year, with the cost and deployment dates staying the same. 

  • The next cohort deployment period is September 1, 2024 - August 31, 2025.

WHAT PEOPLE SAY

Audience

Jennifer Lin, 
Content Marketing Manager & Photographer,
Metro Theater Company

Thank you so much for all your incredible work on the Audience Outlook Monitor. Metro Theater Company was grateful to be a part of the COVID Study early on.

 

I've really enjoyed all your briefings, webinars, and takeaways. Your clear research helped us all think creatively about ways to approach our programming, revenue opportunities, and communications. Plus, I felt a little reassured by knowing that many other arts managers collectively shared similar challenges during the pandemic.

 

You were a bright spot of data, insight, and understanding among the uncertainty of the last 20 months!

Audience

Gina Compitello,
Chief Marketing Officer
Tucson Symphony Orchestra

The data we get from our post-event surveys is absolutely invaluable. Myself and my colleagues use this data on a regular basis to help gauge success and find ways to improve. We also love using the open answer responses to show impact!

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