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#MARKETINGARTES2016

Alan Brown

Seminar: Applied market research methods for performing arts organizations and museums


Alan BROWN, Principal, Wolfbrown, San Francisco, USA


This seminar will provide participants with a foundation of technical knowledge of market research methods typically used by arts organizations, including new and advanced methods.

Museums and performing arts organizations face increased competition for audiences and higher levels of accountability to public funders. To reach a higher level of sophistication with marketing and programming, arts managers increasingly seek deeper insight into current and potential audiences through market research. This seminar will provide participants with a foundation of technical knowledge of market research methods typically used by arts organizations, including new and advanced methods.

Topics will include: research design; exploratory research; quantitative methods, including audience segmentation techniques; and qualitative methods (interviews and focus group research). Faculty will illustrate the successes and challenges of a wide range of research projects using actual case studies. Participants will gain an overview of basic and advanced research methods and learn how to design and manage simple and complex research projects.

Alan will offer both an intensive Pre-conference one-day seminar on Monday 24, and a 3-hour workshop about “New approaches to arts programming: branded series and formats” on Wednesday 26.

This seminar will be in English and a maximum of 25 people will be admitted.

Date: Monday, Oct. 24

Time: 10h-18h

Place: MSMK


Alan BROWN,

Wolfbrown


Alan Brown is a leading researcher and management consultant in the nonprofit arts industry. His work focuses on understanding consumer demand for cultural experiences and helping cultural institutions, foundations and agencies see new opportunities, make informed decisions and respond to changing conditions. His studies have introduced new vocabulary to the lexicon of cultural participation and propelled the field towards a clearer view of the rapidly changing cultural landscape.

Alan is the founder of CultureLab, a partnership between the Cultural Policy Center at the University of Chicago and an international consortium of arts consultants who aim to build a bridge between academic research and everyday practice, and to speed the diffusion of promising practice into the cultural sector. He has served on the organizing committee of the National Arts Marketing Project annual conference since its inception, and speaks frequently at conferences in the U.S. and overseas.




Estamos en: FACTORÍA CULTURAL MADRID -Matadero Madrid- Paseo de la Chopera, 14 28045 (Madrid) +34629881444 info@asimetrica.org