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.
- Secondary reopening trends for visitor attractions: In a live video on 24 Feb 2021, Dexibit shared trends in 2021 for visitor attractions who are reopening: the latest on visitation recovery, visitor behaviour like attrition and spend and what to expect for the rest of the year.
Dexibit also offer the Recovery Index, a free dashboard that allows you to compare your visitation to the equivalent time last year and rate of recovery and put it into context globally and locally.
- 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”.
- Bounce Forwards is a host of insight and resources about UK audiences from The Audience Agency. It includes some interesting reports such as the Willingness to attend report and the Digital Engagement report.
- Audience View research with theatre goers: Research undertaken with 3,000 members of the TheaterMania community in the UK and US to better understand the impacts on their appetite for the arts and on their spending behaviour. The Audience Research Group collated insight highlights of theatre audiences.
- If you are interested in more links relating to the UK, see Christina Lister’s blog.
Data from the US:
- Wilkening Consulting has some great infographics about museum audiences in the US. I found these particularly interesting: Communities and our Post-Pandemic Future, Respite and Museums, Relevancy in Tumultous Times and Virtual Content.
- Audience Outlook Monitor for the US (part of the same initiative as for Australia, mentioned above).
- 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.
- 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:
- Starting thinking about evaluation early
- Start by asking — what are you trying to achieve?
- Take an audience-focused approach
- Mix your methods to cover a range of outcomes
- 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.