Audience research vs market research for cultural organizations

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.

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  1. Connaître son public : études et intelligence consommateur – Culturecom
    17 June 2016 at 21:07 Reply

    […] cependant une grossière erreur. Ainsi que le soulignait Colleen Dilen dans l’un de ces derniers posts, c’est parce que les institutions culturelles […]

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