Challenge

The New Wolsey Theatre is one of the leading producing theatre's in the East of England. Besides a thriving programme in the main house it runs a exciting Creative Learning programme and programme to support the incubation of emerging talent. Broadening the reach of the theatre is key priority but it is a challenge to keep tabs on who is actually attending the theatre and why.

Approach

Cultural Intelligence proposed an biannual audience survey of around 1200 people delivered through telephone interviews and self-completion questionnaires. The survey samples numerous events and activities over a 12 month period providing a systematic tool for profiling the audience and evaluating the customer experience.

Outcome

Not only has the survey provided a systematic tool for understanding how the audience has developed over the last 8 years but it provides a tool for researching different issues such as economic impact and digital engagement. Data from the survey provides the basis for reporting in the theatre's annual review and social and economic impact reports.