There is something that’s been nagging me for years, and it has to do with marketing research, and the urge to compare what we’re doing against other such studies.
For the last seven years, in an attempt to advise our clients and inform our presentations and seminars, we’ve fielded a national survey of arts patrons’ online behavior by working with a selection of our clients and sending a survey to their e-mail lists. I’ve used this as a proxy for arts patron behavior in general and quote from it extensively in our publications. In fact, the whole first section of our new book, Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century, reports on our 2010 survey.
Each time I present this data, inevitably someone will challenge the results by pointing out that since the survey is fielded solely via e-mail, the data is skewed — the results don’t really give an accurate assessment of the arts-going public, because the survey over-represents online interest and participation. Read the Article