Issue 17 / April 2015
Do we actually want to know what other people think of us? Although we may not always like the results, there comes a time when a little bit of market research is a good idea for any organisation. And you never know – it may just confirm that you are doing fantastic work.
Extended case studies come from Jo Litt, in her previous role as marketing manager at the Queen’s Theatre Hornchurch, on quantitative research (page 7), and Anne Roberts, consultant, trainer and coach, on qualitative research (page 9). These explain the differences between the two, how to go about them and give some helpful hints and tips.
In an extract from Liz Hill’s, Commissioning Market Research: A Guide For Arts Marketers, JAM finds out the why, when, what and how of market research (page 4), explores secondary research and the wealth of information that’s already out there with Adrienne Pye (page 15) and Debrah Harding delves into the data protection issues around what you can and can’t do with your data once you have it (page 18).
Stephen Cashman takes his goat star-gazing (page 21) and Mel Jennings condenses the best bits of her trip down under into one memorable day (page 22).
Issue editor: Helen Bolt
Any thoughts, comments or suggestions for JAM? Please email the Editor, Jacqueline Haxton at firstname.lastname@example.org.