New qualitative research tools now available

Since the pandemic began, we have learned a great deal about how audiences feel about returning to arts and cultural events through the COVID-19 Audience Outlook Monitor survey. To help organizations gain further insight on issues surrounding readiness to return to in-person performance venues, WolfBrown has developed tools for conducting virtual focus groups with audience members.

We have created and tested two protocols that focus on “Early Adopters” – the 20% to 25% of audience members who say they are ready to resume attending as soon as legally allowed, with or without a vaccine. Hosting a focus group with "early adopters" in your audience can provide insight about what’s driving that readiness and inform strategic communications. Learn more via the link below.

View our new qualitative research resources