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.
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.
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.
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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.
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Tracks performing arts-based organizations' 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).
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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).
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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:
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Assesses audience attitudes about inclusion, diversity, and equity.
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Dives deep into the accessibility needs of ticket buyers and current practices of arts and culture organizations. Assesses audience attitudes about accessibility.
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Unearths the driving forces motivating donors to give.
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Post-Event Feedback Surveys
WolfBrown is an industry leader in designing and implementing post-event feedback surveys (previously through the Intrinsic Impact program). 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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Gathers feedback directly from audiences immediately after they attend an event and can be sent after as many productions, programs or periods of visitation in the year as your organization wishes.
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What People Say
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!
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!