How Audience Research Can Help Build Arts Audiences

Feb 14, 2019

Bob Harlow, author of Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences, delivered a keynote address at the 2016 conference of Arts Reach, an association of arts professionals. He showed how three arts organizations—the Pacific Northwest Ballet in Seattle, the Clay Studio in Philadelphia and the San Francisco Girls Chorus—used audience research to attract and retain audiences that had previously eluded them.

How Audience Research Can Help Build Arts Audiences


Recommended resources

By Macarena Cuenca-Amigo and Mercedes Albaina Hernández.
Apr 30, 2019

This study has been published by Macarena Cuenca-Amigo and Mercedes Albaina Hernández. The goal of this study consisted of analysing whether educational intervention by means of a Musical Training as a Leisure Activity programme had any significant impact on sensorial, affective and analytical listening levels among senior citizens who had and had not previously studied music. To do so, we designed our own measurement scale and applied it to a sample of 37 students over 50 years of age at the University of Deusto (Bilbao, Spain). Both the scale as a whole and each of the subscales of the different listening levels presented adequate reliability, with Cronbach’s alpha values greater than 0.8. The questionnaire was administered in the classroom on the first and last day of class, after hearing the same piece of music. The measurements before and after the educational intervention were compared by applying a Student’s t-test for paired samples. The research concluded that the only listening level to have been significantly affected by the Musical Training as a Leisure Activity programme was the analytical level, and when examining this in greater detail, it is noted that the impact was only prominent among members of the sample who had not studied music before.

Article published in april 2018.


Nov 12, 2019
By ADESTE Consortium
Nov 12, 2019

ADESTE+ Lisbon Summer School "Empowering audiences, reimagining culture" is the first one of a series of 3 that will be developed in 2019 // 2020 // 2021, in the framework of the ADESTE+ project. It was from September 23 to 27, 2019 at Fundação Calouste Gulbenkian.

The ADESTE+ Lisbon Summer School fosters a hands-on approach, which introduces participants to the overall conceptual and theoretical framework of audience development and invites them to engage proactively with participating organizations, practitioners and experts.

This is the fifth day video: 

ADESTE+ IS ABOUT QUESTIONS WHERE ARE WE? WHAT NEXT? QUESTIONS FOR THE FUTURE

Alessandra Gariboldi and Anne Torreggiani 

CLOSING SESSION: THIS WEEK’S JOURNEY


Oct 30, 2019
By ADESTE Consortium
Oct 30, 2019

ADESTE+ Lisbon Summer School "Empowering audiences, reimagining culture" is the first one of a series of 3 that will be developed in 2019 // 2020 // 2021, in the framework of the ADESTE+ project. It was from September 23 to 27, 2019 at Fundação Calouste Gulbenkian.

The ADESTE+ Lisbon Summer School fosters a hands-on approach, which introduces participants to the overall conceptual and theoretical framework of audience development and invites them to engage proactively with participating organizations, practitioners and experts.

This is the third day video:

EMPOWERING AUDIENCES, REIMAGINING CULTURE
HOW PARTICIPATION WON, AND WHY IT MATTERS

Mercedes Giovinazzo, Interarts [keynote speaker]
Dea Vidović, Kultura Nova Foundation [moderator]


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