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Home > About > News and Events > News > Field News > Wallace Foundation Explores Use of Research to Build Arts Audiences

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Wallace Foundation Explores Use of Research to Build Arts Audiences

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Jun 11, 2015

The Wallace Foundation's recently published study, entitled Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences (PDF), looks at how data can be collected, analyzed, and deployed in order to engage new audiences. By profiling three arts organizations that have succsefully implemented audience research – Isabella Stewart Gardner Museum, Pacific Northwest Ballet, and Guild-member Fleisher Art Memorial – the report shows that data collection can be cost-effective and tailored to meet the needs of individual organizations.

The report details three important uses of audience research:

  • To learn about potential audiences
  • To develop more effective promotional materials
  • To assess progress toward audience-building goals


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This resource brought to you by the National Guild for Community Arts Education. www.nationalguild.org