CultureHive > Tags > attitudes
19th July 2013 Sara Lock

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 issues of our times. In practice, that means recognising that you have a choice and it can affect your life enormously.

Published:2014 Type: guide-toolkit


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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 to then communicate those benefits.

Published:2013 Type: article


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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 Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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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.

Published:2013 Type: guide-toolkit


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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 basis for targeting and that values, beliefs, aspirations and motivations drive purchases and donations. The Values Survey aimed to elicit attitudinal information – values, beliefs, preferences and tastes – that relate specifically to attending and supporting performing arts presentations.

Published:2013 Type: research


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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. Marquee Donors want public recognition  Youth-Focused want to expand the reach of the arts to children and the disadvantaged.

Published:2013 Type: research


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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 learn, their demographic, social and economic context, and social, emotional, personal and cultural needs, motivations and attitudes.

Published:2013 Type: research


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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 create a contemporary craft production model and a supply route model, details market-regulating factors, identifies market segments and explores designer-makers’ motivations and attitudes alongside those of buyers and potential buyers. Recommendations addressed subscription activity, dealer networks, supporting excellence, and sector advocacy.  

Published:2013 Type: research


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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 provided comparative data when set against other regional/national museums or art galleries.

Published:2013 Type: research


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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 idea generation to form a direct connection with your customers and gain insight into their beliefs, values, attitudes, behaviours and motivations.

Published:2013 Type: article


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How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’  

Published:2013 Type: article


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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.      

Published:2013 Type: guide-toolkit


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Moving from 'transactional' to 'relational' engagement

Case study exploring how the team at Walker Art Center interpret and deliver on the organisation's mission, in an area where most tourism is local. Discover how shifting audience expectations and behaviours influence the Walker’s relationship with the public, and how they market their venue as an attractive destination.

Published:2013 Type: case-study


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Research brief samples

Example research briefs for use in commissioning organisations or consultants to carry out research.

By Cath HumePublished:2012 Type: case-study


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Guide to desk researching audiences and visitor data

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible This guide to desk research will help you to learn about the likes, attitudes, behaviours and attendance habits of your audience, where they come from, and how to target the people most likely to attend.

Published:2012 Type: guide-toolkit


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