How can you communicate with audiences in ways that will resonate? Listen to them first.
One of our arts clients wanted to make the most of the arrival of its new artistic director, since opportunities like that don’t come around often. We held focus groups with patrons to hear them talk about their curiosities, hopes, and ideals for the leader...and the new era. The powerful themes that emerged became central to the launch strategy in print and new media. Good research is about the whole relationship between institution and audience, and it starts with a conversation.