The Wallace Foundation has just released a free guide designed to help arts organizations use market research to identify ways to forge meaningful connections with different audiences. Taking Out the Guesswork: Using Research to Build Arts Audiences draws on evidence gathered from ten organizations across the United States, including theaters, dance and opera companies, and visual arts institutions. The guide provides insight and detailed guidelines on how to learn more about current and potential audiences, create effective promotional materials, and more effectively track and assess the results of new audience-building initiatives. Taking Out the Guesswork is written by market-research expert Bob Harlow, who presented a session on effective practices for building arts audiences at the League’s 2015 Conference in Cleveland. The book is the newest publication in the Wallace Studies in Building Arts Audiences series—all stemming from the foundation’s Wallace Excellence Awards initiative, designed to create effective and broadly applicable audience-engagement practices for the arts. Download the report for free here. For more information, visit www.wallacefoundation.org.
Click here to read Symphony magazine’s excerpt from the Wallace Foundation’s fall 2014 publication, The Road to Results: Effective Practices for Building Arts Audiences, written by Bob Harlow.
Posted June 11, 2015