Implementing research and data capture for a touring company

Implementing research and data capture for a touring company

By Beth Byrne
Naomi Davenport


Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London. As a touring theatre company, CbJ faces the ongoing challenge of trying to capture data, to refine and target their marketing activity, in the absence of any box office information. This case study describes how strategic planning has enabled CbJ to create a model for data capture that can be used when operating as a resident company in other venues thereby helping to develop a successful marketing campaign. 

As data protection continues to tighten, it is becoming increasingly difficult for touring theatre companies to obtain any data from venues – despite it being their audience who have booked the tickets and submitted their details.

CbJ tackled this by seat slipping surveys at their performances and also asking venues to send an email to all attendees, on their behalf, with a link to subscribe to their e-communications. The company then held an audience development workshop, which helped to establish next steps.

Resource type: Case studies | Published: 2013