We assume that audiences and visitors are different, somehow, after an arts program than they were when they first walked in the door. But, how are they different? What happens to people in their seats in a theatre or concert hall or as they stroll through a museum or gallery? What can audience feedback and impact data tell us about the experience of taking in art?
How are people transformed by cultural experiences and exposure to the arts?
This question cuts to the core of both policy and practice in the cultural sector. Indeed, for many companies, impact is a key component of their mission. For this reason, more and more leading arts organizations — and their funders and boards — are realizing the importance of collecting and understanding impact data.
A consistent system for collecting and processing audience feedback has applications that extend beyond impact assessment as well. Through thoughtful survey design, arts organizations can also gauge audience demographics, buyer behavior by ticket type, motivations for attending, efficacy of marketing materials, and more.
Below are just a few areas where audience survey data can be applied.
Know who is attending your events and performances – and how to attract the new audiences you’re looking for.
Find out if your art landed the way you intended or predicted. Finally know the impact of your work beyond one-dimensional satisfaction measures.
Use your findings to market your season more effectively and discover new ways to engage with audiences on your social media networks.
Discover the crucial differences between your subscribers and single-ticket buyers, and understand what drives their purchasing decisions.
Evaluate the success of your engagement and education programs, Q&As and talkbacks, website materials, program booklets, and more.
Understand what factors ultimately play into patron satisfaction – and know what keeps them coming back for more.
Metrics and Reporting
Report the impact and results of your work to stakeholders and funders in a language they can understand.
Curate your season and steer your organization firmly towards its mission using high-quality, affordable audience data.
Offer audience members a meaningful way to process and reflect afterwards, making Intrinsic Impact itself an integral part of the experience.
Intrinsic Impact was developed by the research team at WolfBrown to provide arts organizations of all sizes with the tools to easily measure and demonstrate the intrinsic value of their artistic work.
Developed from the ground up specifically for arts organizations, Intrinsic Impact is the result of nearly a decade of extensive research on the impact of arts experiences on audiences across the globe.