WORKSHOP: Audience Development with the Help of Visitor and Non-Visitor Surveys

Audience Development with the help of visitor and non-visitor surveys · Free Crash Course
June 7th 10:00 a.m. - 2:30 p.m. · O-Ton Cologne (Kyllstrasse 7A, 50678 Köln)

A major challenge for cultural organizations is effectively reaching their target audience. But who is this audience, and what does it think about your event? The workshop explains how to get to know better your existing audience, but also your potential audience through visitor and non-visitor surveys - and how to implement surveys even with small budgets.

In this four-hour crash course, participants will learn how to design questionnaires and conduct surveys, how to make the most of data analysis, and how to make improvements and remove obstacles to visits based on the survey results. The topics of pricing and communications are also covered.

Crash Course: Visitor and non-visitor surveys for the audience development of cultural events
• Visitor surveys versus non-visitor surveys
• Practical development of a questionnaire
• Formulation of research questions
• Strategies for target group identification and positioning
• Data analysis - derivation of insights for the further development of events
• Pricing and communications planning

Lecturer:
Prof. Dr Tibor Kliment: Professor of Empirical Media and Cultural Marketing at the Rheinische Hochschule Köln.

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