Making use of research findings
'In 2001, I commissioned a programme of audience research including analysis of box office data, questionnaires and focus groups. In many ways the research confirmed what we already knew about Arc's audiences from box office reports and anecdotal evidence gleaned from conversations in the bar after a performance. However, it also threw up a few unexpected findings including the makeup of Arc's crossover audience, the average age of core attenders, and focus group reactions to print. It was very helpful to be able to take their comments and feed them into the next production's print and photographer brief.
Now that Arc has concrete evidence of its audience profile we have been able to be more strategic. It has enabled me to see which areas of the marketing strategy are most cost effective and where my resources and energy should be focused. This has meant revising my marketing strategy and tailoring campaign plans.
Being able to supply new venues that don't have a history of programming contemporary dance (or have never programmed the company before) with concrete facts about Arc's audience has been incredibly useful. It helps alleviate some of the risk in programming a new artform/company and makes it easier to convince venues to try something different to their standard dance show campaign.
Since Arc commissioned its audience research, I have undertaken in-house research on a smaller scale. Having this continuity has meant that I can now draw comparisons from one year to the next - for example, having an awareness of sales patterns over a number of years enables me to gauge how a production is selling and take any necessary action if ticket sales are slow.
Research confirms whether you are on the right track or not - gives you and the venues the confidence to try new things.'