Helping cultural organisations discover why some previously frequent audiences and visitors have not returned since Covid.
Missing Audiences was designed to:
- help cultural organisations discover why some previously frequent audiences and visitors have not yet returned since Covid.
- measure overall audience confidence levels and appetite for safety measures.
- reassure audiences and visitors, and facilitate open conversation.
- give organisations the information needed to create impactful and targeted re-attendance campaigns and keep audiences at the heart of future plans.
There were two waves of Missing Audiences research:
- Wave 1: September - October 2021
- Wave 2: January - February 2022
Results: Missing Audiences
Collaborators
The Missing Audience research was done in collaboration with Baker Richards and One Further as the Insights Alliance, and in partnership with Thrive.