AMA Conference 2020

Resources tagged with attitudes



Anti Apathy: Engaging and exercising choice

What makes so many people in the UK dismissive about politics to the point where only about 50% intend to vote in the next election. Is it apathy or is it an issue of trust? This short paper introduces Anti Apathy, a cultural campaign designed to connect the politically drained and disengaged citizens with key … Read more

Matching your product to the market

Andrew McIntyre explores marketing in terms of what a visitor might want to experience and what an arts organisation or curator might want to offer. He proposes the use of a benefits matching model to focus marketing activities on the benefits sought by the visitor and the benefits offered by the arts organisation in order … Read more

Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London’s Family Advocates Programme, BAC’s work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate … Read more

How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you’re staying one step ahead of your competitors when using Twitter.

Values survey to segment donors by attitudes

The Values Survey is a stepping stone towards a new type of donor database which segments by attitudes and beliefs. It surveys motivations to donate and outlines five types of donor: Intrinsics – believe in the transformative power of art. Networkers are socially-oriented  Co-Creators want to be a part of the evolution of the art forms. … Read more

A segmentation model for performing arts ticket buyers

Historically, target marketing efforts by arts marketers have relied on transaction data. A customer who buys a ticket to a dance performance, for example, is assumed to be a prospect for future dance performances, and is targeted accordingly. While past behaviour is certainly a helpful indicator of future behaviour, this report argues that should not be the sole … Read more

Who visits the Baltic Centre for Contemporary Art and why

The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and … Read more

Researching the market for contemporary craft

A two-year study that quantifies and appraises the buying market for contemporary craft, which followed on from Making it in the 21st century (profile and economic contribution of designer-makers), and Taste Buds (developing the art market). This allowed the distinctions between the art and craft markets to be explored. The findings were then interrogated to … Read more

Research study on the needs and motivations of young people

A research study that profiles the changing social, emotional, personal and cultural needs of young people by investigating their needs, motivations and attitudes, informing service provision. The findings seek to understand the child’s world through the variety of environments and relationships in which they live – the political systems and policies, how they develop and … Read more

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