Tools for Qualitative Research
Since the pandemic began, we have learned a great deal about how audiences feel about returning to arts and cultural events through the COVID-19 Audience Outlook Monitor survey. To help organizations gain further insight on issues surrounding readiness to return to in-person performance venues, WolfBrown has developed tools for conducting virtual focus groups with audience members.
We have created and tested two protocols that focus on “Early Adopters” – the 20% to 25% of audience members who say they are ready to resume attending as soon as legally allowed, with or without a vaccine. Hosting a focus group with "early adopters" in your audience can provide insight about what’s driving that readiness and inform strategic communications.
Below you will find a downloadable tool kit to support you in hosting your own virtual focus groups on both of the following topics:
Early Adopters – Drivers of readiness – what explains why some people are ready to return to cultural events before others?
This topic is a general discussion with arts audiences who feel they are ready to return to cultural events now or when the infection rate drops in their community. It is geared toward understanding people’s experiences with cultural organizations since the pandemic hit, where they are getting their information, their levels of comfort with different types of venues and experiences, and their feelings about health safety measures.
Early Adopters – Strategic communications – how should we think about communicating with Early Adopters about venue safety, etc.?
This topic is a discussion with arts audiences who feel they are ready to return to cultural events now or when the infection rate drops in their community. It is geared toward understanding people’s expectations around communication and addressing their concerns about returning to indoor performance venues.
The tool kit available for each topic will provide you with all the materials you need to run a virtual focus group with your audience including:
Step by step instructions for recruiting a focus group
Template language for all recruitment emails and a sample screener survey
A virtual focus group protocol which will act as a "script"
A sample summary report
Focus Group Toolkits