Developing new audiences in arts and culture

This section houses research relating specifically to audience development. The two main issues covered by this section relate to attracting new audiences, and diversifying an existing audience base.

The research in this section should be seen as a complement to CultureHive and AudienceFinder: two relatively new resources that are rich with best practice guidance and insight.

The summaries in this category are:

What shapes demand for opera?

This research was conducted by Jani-Petri Laamanen at the University of Tampere, Finland

Summary

The paper reports an analysis of eight years of data from the box office of the Finnish National Opera. The research found that there was increased demand for tickets when the opera was new, of Finnish origin ...

By | 11 April 2014 |

How do people decide whether or not to visit a museum?

This research was conducted by Christine Burton, Jordan Louviere and Louise Young at the University of Technology, Sydney, Australia

Summary

The paper outlines an experiment conducted amongst museum visitors in Australia to discover how people made decisions about what actions to take and (in this case) whether or not to visit ...

By | 11 April 2014 |

Children can be key decision-makers in whether or not families visit museums

This research was conducted by Kai-Lin Wu, Kirsten Holmes and John Tribe at the University of Surrey, UK and Curtin University, Australia

Summary

This paper reports the findings from research into how and why families decide to visit museums. The research is based on interviews with museum-goers in Taiwan. The interviews ...

By | 11 April 2014 |

Authenticity is a complex issue when marketing classical music

This research was conducted by Nick Wilson at King's College London, UK

Summary

This paper looked at the phenomenon of ‘historically informed performance’ (performing classical music on period instruments and in original arrangements) and examines how it gained relative commercial success in the UK during the 1970s and 80s. The ...

By | 11 April 2014 |

Most people do not have eclectic music tastes

This research was conducted by Tak Wing Chan and John H. Goldthorpe at the University of Oxford, UK

Summary

The paper reports the results of a study into cultural consumption habits of 20-64 year olds in England. They found that people generally fall into three categories: omnivores, univores and a third ...

By | 11 April 2014 |

Arts marketing needs to integrate a social impact dimension to satisfy stakeholders

This research was conducted by Hye-Kyung Lee at King's College London, UK

Summary

The paper looked at how marketing can inform the way that arts organisations respond to changing national policy that impacts upon their objectives and mission. The study was based on interviews with staff at four theatres in ...

By | 11 April 2014 |

The artistic experience is not created for the consumer, but co-created with them

This research was conducted by Miranda Boorsma at the University of Groningen, The Netherlands

Summary

This paper charts the theories that have underpinned arts marketing in the last 20 years. It suggests that incorporating contemporary aesthetic philosophy could lead to a radical shift in arts marketing practice. Rather than allowing either ...

By | 20 March 2014 |

Word-of-mouth and reviews make the biggest difference to people’s theatre-going choices

This research was conducted by José María Grisolía and Ken Willis at Newcastle University, UK

Summary

The paper describes a study that examined how people in northeast England made decisions about what theatre performances to attend. Word-of-mouth and reviews were the most significant factors determining whether or not people chose to ...

By | 16 March 2014 |

Education levels determine theatre attendance

This research was conducted by José María Grisolía, Ken Willis, Colin Wymer and Andrew Law at Newcastle University, UK

Summary

This paper reports a study that used box office data to compare areas in northeast England where regular theatregoers live with those with areas that have no theatre-going residents. By profiling ...

By | 16 March 2014 |

Concert-going has a strongly social aspect that complements the music

This research was conducted by Stephanie E. Pitts at the University of Sheffield, UK

Summary

The paper reports the experiences of audience members at a chamber music festival in Sheffield. The research highlights the various aspects of concert-going that affected the pleasure derived by audience members at the festival: these were ...

By | 11 March 2014 |