Researching audiences at outdoor events and festivals

Audiences London, 2011

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“Let’s face it, capturing insight about audiences at any free event, let alone one in an outdoor setting, can be a challenge.

Apart from anything else, it seems to run counter to what outdoor arts is about – incongruous in an experience where audiences and participants are free to come and go as they please, to dip in and out on their own terms. But art for free, in and around the places we live, work and visit, makes an increasingly important contribution to our sense of wellbeing. If we are to be able to demonstrate that impact, we need evidence. We also need to know whether or not we are meeting and exceeding public expectations…

One of the aims of these guidelines is to establish a flexible but standardised approach to audience research, which will enable the development of crucial benchmarks across the sector.” Extract taken from foreword by Anne Torreggiani, Chief Executive of Audiences London