Research & evaluation

"Are you guys market researchers or program evaluators?" It’s a question we hear often, because there has traditionally been a line between research that supports audience development and evaluation that supports program development and assessment.

In fact, we’re busy on both sides of that line, serving marketing and development departments as well as program staff and others responsible for the core “mission experiences” of learning or culture that their institutions offer. The result is better integration across internal “silos” and a shared, strategic vision of how the organization as a whole is — and how it could be — engaging its current and potential audiences.

For a more specific look at what we offer organizations like yours, skip to the corresponding page for museums or performing arts.


Audience Development Studies

Who’s currently attending, and what motivates their choices? Who’s not — and what’s keeping them away? Where are your highest-potential segments for growth, and how do they perceive your organization? What trends are emerging over time? How can you cultivate the next generation of donors?

  • Identifying target audiences
  • Awareness and perception surveys
  • Social media usage & engagement research
  • Psychographic and behavioral segmentation (what's this?)
  • Motivation and barriers studies
  • Lapsed patron/user studies
  • Member/subscriber research
  • Donor studies
  • Underserved audiences research
  • Data mining and geo-mapping (what's this?)
  • Customer lifecycle research


PROGRAM Development Studies

How are people experiencing your programs and services? What measurable impacts are your offerings achieving, and how can they be strengthened? What do participants think of your next big idea — and what ideas of their own do they bring to the table?

  • Satisfaction and engagement studies
  • Outcomes assessment
  • Feasibility studies and needs assessments
  • Exploratory/"front-end" research
  • Concept testing/formative feedback
  • Audience brainstorming sessions
  • Ethnographic research & observation (what's this?)
  • Staff and stakeholder interviews
  • Peer best-practices profiling (what's this?)
  • Literature reviews (what's this?)

The methods we use to conduct these studies include surveys, in-depth interviews, focus groups, and other qualitative and quantitative techniques. For more information, visit our Learning Center or give us a call.  

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March 14, 2014 | Nicole Baltazar

Multiculturalism is key for creating inclusive arts experiences


Last month, Coca-Cola aired its now-famous Super Bowl ad depicting people from various racial, ethnic, and cultural groups singing “America the Beautiful” together in different languages. Among the instant outpouring of polarized reactions to this ad rang much praise for its depiction of a multicultural America. Yet the ad provoked a slew of negative responses as well. Many of the ad’s detractors questioned whether this multicultural America could ever feel as cohesive as an America whose citizens speak a common language, and therefore have taken great strides toward assimilating into a common culture.

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