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.
Bob Harlow is a social psychologist and statistician who develops market research programs to help organizations understand their target audiences. Bob has partnered with marketing managers and senior executives at some of the world’s largest companies and leading nonprofit organizations to develop brand, communications and operations strategies. He is also the author of Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences