League of American Orchestras

Taking Out the Guesswork: Using Research to Build Arts Audiences

Cultivating new audiences and strengthening bonds with current attendees is a top priority for most arts organizations. Audience research can advance those goals by helping you understand barriers preventing potential audiences from attending; discover potential points of engagement; develop more effective promotional materials; and assess progress toward audience-building goals. Even so, many orchestras shy away from research, often citing lack of money, time, or skills to carry it out. Drawing from a guide published by The Wallace Foundation, this session with marketing and research expert Bob Harlow demonstrated how research is helping organizations build audiences, with guidance on how to carry it out effectively, even on a small budget.

Presenter: Bob Harlow, Bob Harlow Research & Consulting, LLC


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League of American Orchestras