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Crescent Arts Centre

Understanding Audiences with Focus Groups

The Crescent  – an arts centre and cultural hub in central Belfast – approached thrive to run focus groups as part of a re-brand and the design of a new website. This resource takes us through the process of designing and running focus groups.


Published: 2018 | Resource type: Case studies

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AMA Conference 2015 Marketing Essentials Collection

This conference collection brings together practical tips and advice on reaching different target groups, having productive conversations with your audience and more.


Published: 2015 | Resource type: article

When Should I Use Focus Groups?

Lisa Baxter from The Experience Business explains when it’s best to use focus groups as a method for collecting audience research.


Published: 2012 | Resource type: Guide/tools

Ten Top Tips for Great Focus Groups

Lisa Baxter at The Experience Business offers her Ten Top Tips for Great Focus Groups.


Published: 2012 | Resource type: Guide/tools

Exploring qualitative research for the arts and culture sector

Lisa Baxter showcases three core qualitative research techniques; focus groups, observational research and creative idea generation, and how they might be applied in an arts context.  


Published: 2009 | Resource type: article

Not just focus groups

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than ‘just focus groups’.


Published: 2009 | Resource type: Research

A practical guide to qualitative market research

This is a short guide to focus groups and in-depth interviews, the role of the researcher in moderating a discussion or interview and some considerations for qualitative research analysis. This toolkit is the final in a series of seven toolkits designed to provide an introduction to market research – whilst acting as a handy refresher ... Read more


Published: 2013 | Resource type: Guide/tools

A guide to online focus groups and interviews

This is a short guide to online qualitative research.  It offers a list of the pros and cons of online focus groups and interviews.  This toolkit is the fourth in a series of seven toolkits designed to provide an introduction to market research – whilst acting as a handy refresher for experienced marketers.


Published: 2013 | Resource type: Guide/tools

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Culture segments in action: British Museum case study

A case study of Grayson Perry: The Tomb of the Unknown Craftsman exhibition at the British Museum. Explore how the British Museum developed a segmented campaign to reach new audiences.


Published: 2012 | Resource type: Case studies

Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera’s experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.


Published: 2000 | Resource type: Case studies

The best approach to qualitative research

This article provides an insight into different types of qualitative research and how to use them for brand development, programme development, marketing and communications, targeting and segmentation, relationship marketing and customer orientation. It provides some insights that will help you to use different types of qualitative research including focus groups, observation and ethnography and creative ... Read more


Published: 2008 | Resource type: article

An introduction to qualitative research

Arts marketers by undertaking qualitative market research will help to improve their understanding of their audiences and influence an organisations decision making. Learn about the tools and techniques available, advice on how to carry out the research, which method to use (for example, focus groups), the advantages of using a consultant who is a member of the market research society and an idea of the costs involved. ... Read more


Published: 2008 | Resource type: Guide/tools

Audience research – Identifying the pearls

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible Guide to discovering what data is important to your organisation, and why visitor information is so important.  This resource is particularly relevant to visual arts and non-ticketed organisations or anyone wanting to carry out qualitative research such ... Read more


Published: 2012 | Resource type: Guide/tools

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Commissioning market research – writing a research brief

Gain tips for developing the structure and content of your research brief in this simple guide by Liz Hill.


Published: 2012 | Resource type: Guide/tools