New Wallace Foundation Guide Details How Arts Organizations Can Use Market Research to Strengthen Audience-Building Efforts
"When we embarked on our WEA initiative, we knew we wanted to attract more teens and young adults to our programs, but we didn't know what was keeping them away in the first place. By conducting research via focus groups, surveys and market tests, we learned a great deal about the perceptions and motivations of young audiences. " Ellen Walker, executive director of Pacific Northwest Ballet.
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