Sometimes organizations uncover audience feedback that contradicts their own realities. Here’s what may be going on, and why cultural executives should not ignore it.
Consider the following scenarios: An art museum has multiple benches throughout the galleries, but potential visitors say a barrier to visiting is inadequate opportunities to sit and rest. A symphony sends an automatic reply to thank online donors, but audience research shows donors stop giving because they are not thanked for their gifts. A science center has exhibits designed to appeal to all ages, but a barrier to visiting is that people think it’s “only...Never miss the latest read on industry data and analysis.
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