Cultural organizations focus today only on audience research (people who have visited or who currently visit), instead of also doing a throughout job on market research.
Indeed according to Colleen Dilen:
Unlike audience research, market research helps organizations find out who is NOT visiting and why they aren’t visiting. This is a big deal because organizations are doing a really not-awesome job reaching new and emerging audiences!
In the video below, she explains that not conducting both types of research have a huge impact on terms of sustainability for a cultural organization:
Colleen Dilen’s full post can be read here.