*Audience Architects Market Research Report

AUDIENCE ARCHITECTS ANNOUNCES RESULTS FROM SUBSTANTIAL DANCE TICKET BUYER MARKET RESEARCH SURVEY: 

Building New Audiences for Dance in Chicago

Stage One: Deepened Access and Understanding of Current Patrons 

As part of Audience Architect’s mission to build awareness of Chicago dance and increase the size of dance audiences, the service organization is pleased to share findings from a recent ticket buyer market research survey. Findings will equip Audience Architects and Chicago dance organizations with a deeper understanding of dance patrons and inform more tailored and targeted marketing efforts.

With support from the Arts Work Fund for Organizational Development, Audience Architects retained CBWhite to develop the survey and conduct the research. The online survey mechanism was sent in January 2014 to the email lists of 27 participating dance organizations in the Chicago area.

Survey questions addressed:

o   Demographics

o   Cultural consumption (e.g., other memberships and attendance, including visual arts)

o   Other consumption of goods and services that could be relevant to marketing, sponsorship, promotion, etc.

o   Motivations

o   Psychographics

Below is a summary of the highlights and key findings from the report, which tracked responses from almost 1,400 dance patrons.

DOWNLOAD THE FULL REPORT HERE: Audience Architects Market Research Report

DOWNLOAD OUR POWERPOINT PRESENTATION HIGHLIGHTS HERE: Audience Architects Market Research Power Point

HIGHLIGHTS

  • Respondents in this sample attend dance. This is consistent with objectives and sampling method and is not a surprise. Of interest, is the fact that almost two-thirds of the sample is composed of “Consumers” (people who are not and have not been professionally involved in dance) versus “Professionals” (people who are/were professionally involved in dance).
  • Factors that most influence the decision to attend a particular performance include: reputation of company or dancers, ticket price, desire to support a local company, good seats, and convenient location. Consumers are even more likely to be motivated to attend by practical considerations such as good seats, convenience, and having someone to attend with.
  • When asked about motivations to see more dance, many respondents selected price-related motivations from the lists we offered. However, other motivational opportunities were uncovered, including having more information at the works, and sampling.
  • There is a great opportunity to introduce new styles, as 84% are interested in seeing a new style.
  • Other cultural consumption is high (museums, music, theater). 44% selected dance as the cultural activity they consume most frequently. Theater comes in second, at 25%.
  • For more targeting and promotional activity, we offered a long list of possible interests. We see highest levels of interest in films/movies, books and literature, and travel amongst Consumers and Professionals. Secondary interests of Consumers and Professionals differ and are covered in the report.
  • Almost a quarter of the total sample frequently consults SeeChicagoDance.com
  • Responses indicate heavy use of YouTube and Facebook, overall, and reasonably high usage in ways that are relevant, although this drops dramatically when we look only at Consumers.

DOWNLOAD THE FULL REPORT HERE: Audience Architects Market Research Report

DOWNLOAD OUR POWERPOINT PRESENTATION HIGHLIGHTS HERE: Audience Architects Market Research Power Point

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