Available insight into cultural audiences and Covid-19

With Auckland currently going in and out of lockdowns and inspired by a blog post by Christina Lister Comms in the UK (thank you Christina) I thought it might be helpful to list the research that’s available about audiences and Covid.

Thank you to all the organisations that are so generously making their data available for free. 

Most relevant (not just in a New Zealand context) I found: 
  • Culture Segments and Covid Audience Mindsets: Useful for those working with Culture Segments and Audience Atlas, MHM have looked into how the segments engaged during lockdowns and their attitudes to re-engaging after openings. Attitudes to re-engaging seem to be roughly in line with the segments’ general attitude to taking risk with culture.
    If you are new to Culture Segments, check them out here.  
  • COVID-19 Audience Outlook Monitor Australia: This is a three-phase study by Patternmakers in partnership with international research partner WolfBrown. It tracks how audiences feel about returning to events in the context of the pandemic and was conducted in May, July and September 2020, with three more phases planned for 2021. It includes data about audience attitudes and behaviours, and how they are changing over time with indicators like attendance, ticket buying and spending, and measures things like comfort at different types of venues and confidence in different safety measures. It includes an interesting fact sheet on disability.
Interesting data from other parts of the world – UK: 
  • Culture Restart is a national tracker of cultural audiences and visitors during Covid-19 by the Insights Alliance, a collaboration by Indigo Ltd, Baker Richards and One Further. With several surveys since October 2020, it supports cultural organisations in planning for reopening, including the appeal of digital content and willingness to pay for it, both before and after re-opening.
  • Indigo’s recent After the Interval and Act 2 surveys asked UK audience members about their attitudes to missing live events during Covid-19, how they were engaging with culture during lockdown and when they anticipated returning to live events in the future. 
  • The Family Arts Campaign and Indigo have worked together to look specifically at family audiences. There are a few key areas in which families differ significantly, these are price sensitivity, social distancing, digital content, outdoors and Christmas.
  • Indigo also released a special report on disabled audiences. The headline finding is that “77% of disabled audiences consider themselves to be ‘vulnerable to Coronavirus’ whilst only 28% of non-disabled audiences do”. 
Data from the US:
  • LaPlaca Cohen shares  Culture + Community in a Time of Crisis: A Special Edition of Culture Track, a national research and strategy initiative for US cultural organisations with Key Findings documents, raw data tables and an interactive tool.
  • And Colleen Dilenschneider shares data from Impact’s research with US visitor attractions in a Covid-19 section on her Know Your Own Bone blog
DIY?
  • Lastly, you might want to conduct your own research. But what if there is no budget to outsource research? Well, with some careful planning it can also be done in-house. MHM helpfully shared their 5 tips to get the most from in-house evaluation
  1. Starting thinking about evaluation early
  2. Start by asking — what are you trying to achieve?
  3. Take an audience-focused approach
  4. Mix your methods to cover a range of outcomes
  5. Push for objectivity – challenge your assumptions

Have you come across other useful data? I’d love to expand the list and share what you found useful. Please get in touch.

And if you are interested in more stories about audiences, insight, strategy and more, why not subscribe to my monthly newsletter.

Author: sabine.doolin

Strategy consultant working with the cultural sector

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