Exploring qualitative research for the arts and culture sector
Exploring qualitative research for the arts and culture sector
By
Lisa Baxter
SUMMARY
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.
Focus groups are very good at exploring the hidden drivers critical to decision making and exploring the nature of your audience’s relationship with your organisation that they might not be cognitively aware of. Scientists generally agree that up to 95% of decision making emanates from the unconscious mind.
