AMA Conference 2020

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A culture of research ~ bringing research into your day-to-day practice

Katie Anderson, Marketing Director at Warwick Arts Centre gave AMA conference 2013 delegates an outline of what they’ve been doing about bringing research into the day-to-day operation at Warwick Arts Centre over the last couple of years.


Published: 2013 | Resource type: Case studies

Developing an service excellence programme

In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define ... Read more


Published: 2009 | Resource type: Case studies

Big Data article cover

Big data: what it means for qualitative researchers

Keep up to speed with current industry debate on big data and research with this article by Colin Strong, Managing Director, GfK NOP Business & Technology. This article was first published by In Brief, the magazine of the Association of Qualitative Research.


Published: 2013 | Resource type: article

Challenging the single approach to qualitative research

Tash Walker, Partner and Co-Founder of research agency The Mix, argues in her article A bad case of research myopia that single approach research methodologies are not always the way to go. So, if you’re planning on investing in some primary research, particularly qualitative research, have a read. It might just make you stop and think ... Read more


Published: 2013 | Resource type: article

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Getting the best out of qualitative research

An essential guide to getting the best out of qualitative research – an alternative approach to the commissioning process.


Published: 2009 | Resource type: Guide/tools

Experiences of undertaking qualitative research

In the mid-2000’s when the Sainsbury Centre for Visual Arts (SCVA) was closed to the public for major refurbishment, it wasn’t just building work happening behind their closed doors. Taking advantage of the space available, part of the SCVA became a test bed for evaluating the physical and and proposed displays. In this ‘in conversation’ piece, Marge Ainsley, marketing and communications specialist, talks to ... Read more


Published: 2009 | Resource type: article

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

Issues facing qualitative research in the arts

If you want a successful business strategy, create and provide appealing product, develop meaningful brands, nurture customer loyalty and maximise sales, you need to find out what makes your existing and potential audience tick. Qualitative research is public engagement that can access rich, deep, actionable insights about your audiences and stakeholders in this respect.


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

A guide on when to use qualitative or quantitative market research

This is a brief guide to help you decide when to use quantitative research and when to use qualitative research.  This toolkit is the second 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

An introduction to market research

This is an ‘at a glance’ overview of the procedures to follow when commissioning market research; a handy checklist to keep by your desk, or on the wall to make the research process simpler.  This toolkit is the first in a series of seven toolkits designed to provide an introduction to market research – whilst ... Read more


Published: 2013 | Resource type: Guide/tools

Audience feedback from the Showtime festival

Showtime was the Greater London Authority’s outdoor arts festival as part of the 2012 Cultural Olympiad. This document looks at the findings of qualitative research into the audiences who attended, including changing perceptions of art and culture, how it impacted the area, and whether people would attend similar events in future.


Published: 2012 | Resource type: Research

Audience research for a London arts festival

This report summarises the findings of research carried out on Showtime – London’s outdoor arts festival, held as part of the London 2012 Cultural Olympiad. It includes the results of a major face-to-face audience survey of more than 2,100 people, as well as an estimation of the total size of attendance. Includes an analysis of ... Read more


Published: 2012 | Resource type: Guide/tools

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Market research – an introduction for arts and cultural marketers

Discover when it’s appropriate to carry out market research, how to get started, and how to make sure you’re doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, ... Read more


Published: 2009 | Resource type: Guide/tools

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