Insights

This section contains research that generates ‘insights’ to inform work in arts and culture settings. The summaries in this section are designed to help inform the decisions arts and cultural organisations have to make, whether that’s developing a new marketing campaign, a new programme of work or making strategic plans for the future.

This section is divided into the following categories:

consumer behaviour

fundraising

developing new audiences

live and digital engagement

models of community engagement

organisational change

partnerships and collaboration

The summaries in this category are:

Corporate sponsorship is about more than just marketing

This research was conducted by Roberta Comunian at the University of Southampton, UK [Now at King's College London]

Summary

This paper looked at the ways in which corporations benefited by investing in the arts, and found that art and culture are now a significant component in the commercial value chain …

By | 11 April 2014 |

Corporations donate to the arts to enhance their image and reputation

This research was conducted by Mark S. LeClair and Kelly Gordon at Fairfield University, USA

Summary

This paper illuminates the behaviour of corporate donors in the US and the motives that shape their decisions. The research found that donations to cultural organisations were a mechanism for supporting the advertising and marketing …

By | 11 April 2014 |

Digital broadcasts of live events do not reduce audience numbers

This research was conducted by Hasan Bakhshi and David Throsby at the National Endowment for Science, Technology and the Arts, UK and Macquarie University, Australia

Summary

This paper tackled the question of whether digital broadcasts of live events lead to an increase or reduction in the number of attendees at those …

By | 11 April 2014 |

Why do people return to the theatre?

This research was conducted by Margee Hume, Gillian Sullivan Mort, and Hume Winzar at the Griffith Business School, Australia [Now at the University of South Queensland, Australia]

Summary

This paper looked at what motivated customers to return to performing arts venues. The researchers found that about two-thirds of people were looking …

By | 11 April 2014 |

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 |