Despite operating in an increasingly complex and nuanced world, too many cultural organizations maintain an overreliance on simplistic research methods that can impede progress instead of empowering it.
Cultural organizations are striving to become more data-informed – and that’s great news! After all, we insider experts are not our audiences. If we want to expand and diversify attendance to be more representative of the US population, then we need data to understand not only our current audiences, but also those inactive visitors who are choosing not to visit us.
Becoming data-informed means much...
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