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:

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 |

Arts organisations should target employees to garner corporate support

This research was conducted by Jenny Harrow, Paul Palmer and Mariana Bogdanova at the City University London, UK

Summary

This paper examined the practices and rhetoric of corporations who made substantial charitable donations in the aftermath of the 2004 Asian Tsunami. They found that, overall, there was no clear relationship between …

By | 16 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 |