AMAculturehive

CultureHive > Authors > Alan Brown
17th April 2013 Sara Lock

Resources by Alan Brown

Measuring the intrinsic impact of the arts

With plenty of anecdotal evidence of the benefits of the arts, this is a detailed account of a study exploring how it is possible to measure how people might be changed by an arts experience. Alan Brown discusses the design of the study, data collection, the results (intellectual stimulation, spiritual value) and the implications for the arts.

Read more

 

How to understand and communicate the value of your programmes

Can you say what value your organisation adds to people's lives?  How do you use that knowledge strategically to build lasting relationships with audience members? How we think about and talk about the art we produce has a direct impact on the levels of support we can expect from our audiences; here we find out how to harness and articulate that value effectively.

Read more

 

A segmentation model for performing arts ticket buyers

Historically, target marketing efforts by arts marketers have relied on transaction data. A customer who buys a ticket to a dance performance, for example, is assumed to be a prospect for future dance performances, and is targeted accordingly. While past behaviour is certainly a helpful indicator of future behaviour, this report argues that should not be the sole basis for targeting and that values, beliefs, aspirations and motivations drive purchases and donations.

Read more

 

Values survey to segment donors by attitudes

The Values Survey is a stepping stone towards a new type of donor database which segments by attitudes and beliefs. It surveys motivations to donate and outlines five types of donor:

Read more

 

Assessment of projects to engage audiences

This report takes stock of audience engagement activities. To help make sense of this rapidly developing landscape, an 'Arc of Engagement' model is proposed to aid in understanding the stages through which audience members pass in constructing unique experiences around a shared work of art. Drawing from audience studies in the dance, theatre and classical music fields, six diverse audience typologies are described in terms of their engagement preferences and current practice in engaging audiences and visitors is illustrated through 11 brief case studies.

Read more

 

Impacts of a live performance

Assessing the Intrinsic Impacts of a Live Performance is an effort to define and measure how audiences are  transformed by a live performance. The study’s research design consisted of a pair of questionnaires – one administered in-venue just prior to curtain, and the other sent home with the respondent and mailed back. The first questionnaire collected information about the audiences’ mental and emotional preparedness for the performance. The second questionnaire, investigated a range of reactions to the specific performance, including captivation, intellectual stimulation, emotional resonance, spiritual value, aesthetic growth and social bonding.

Read more

 

Getting in on the act: how to create opportunities for active participation

People are engaging in the arts in increasingly active and expressive ways. Arts organisations are examining this seismic shift toward a participatory arts culture and figuring out how to adapt in new and creative ways. This report looks to deepen understanding of these changes and spotlights exciting examples of participatory arts practices. The researchers investigated active arts participation across the arts sector in the United States, United Kingdom and Australia. The report helps address many of the concerns that arts organisations may have in embracing participatory arts practices and illuminates the various trends in the field that are responsible for this shift. This report also presents the “Audience Involvement Spectrum,” a helpful new model for understanding various levels of arts engagement.

Read more

 

Performing arts survey about motivation

A large scale survey of Toronto’s creative performing arts companies about motivations to attend and what helps them connect more deeply with the work they see on stage.

Read more

 

Segmentation – a potential new model for arts organisations

Alan Brown looks at customer segmentation for the arts industry and new attitudinal models for segmentation, including an example developed for the Philadelphia Orchestra. The discussion focuses on practical applications of the segmentation research, the technological challenges and the overall benefits to arts organisations of adopting a new segmentation approach to marketing and programming.

Read more

 

View all authors

Subscribe to our mailing list

* indicates required



 

CultureHive Bulletin