AMA Conference 2020

Issues facing qualitative research in the arts

Issues facing qualitative research in the arts

By Lisa Baxter

SUMMARY

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.

More and more artists, programmers and curators are looking to their audiences for insight and inspiration. Increasingly, marketing departments are seeking to understand how their organisation and outputs are experienced and perceived from the audience’s perspective. There are a growing number of fledgling arts sector qualitative researchers who are becoming switched on to the value and potential of ‘qual’.

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Qualitative Research
Resource type: | Published: 2013