Here

and

Now

An exploration of

gallery visitors in

Ireland

YEAR 2:

Summer 2013

Arts Audiences A partnership initiative of the Arts Council and Temple Bar Cultural

Trust

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Contents

Page 3 Introduction & Methodology Page 4 & 5 Interpreting these results Page 6 - 8 Average Benchmark Statistics Pages 9 - 11 Research Findings Conclusions

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Introduction and Methodology

In December 2011, Arts Audiences brought five participating galleries together to develop a collaborative research project for analysis and benchmarking, with a view to gaining insight into how audiences are engaging with the visual arts in the Republic Of Ireland and how this information can be harnessed to produce practical outcomes.

A core list of research questions was derived from a facilitated session with Audiences NI which idenitified key research objectives which were common across the participants. Audiences NI then developed a template questionnaire based on these research objectives, which was subsequently agreed with all project participants and used for the 2012 reporting.

This questionnaire was revised for the 2013 report, removing and adding a limited number of questions as required. Bespoke sampling plans were constructed by Audiences NI based on anticipated attendances at each of the eight galleries to be included in 2013 and these sampling plans were agreed with each of the galleries taking part. The fieldwork period was conducted by the staff and volunteers at the participating galleries, based on these sampling plans and supported by Audiences NI “Sketches Of My Audience” guide to conducting face to face research.

A number of galleries conducted the surveys using tablets or iPads and these results fed directly into a Surveymonkey database for analysis. Other galleries conducted the survey on hard copy and subsequently entered the responses onto Surveymonkey for analysis.

Once all data entry was completed in September 2013, Audiences NI then undertook an analysis process to produce a benchmark for comparison and interpretation. (Additional fieldwork will be conducted in November/December 2013 to capture data for IMMA, and a summary produced comparing results against the overall benchmark.)

Project participants 2013:

Commissioned by:

Arts Audiences

A partnership initiative of the Arts Council

and Temple Bar Cultural Trust

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Interpreting these results

This piece of research represents a snapshot of visitors at each of the galleries taking part, all within the third quarter of 2013. These results should therefore be interpreted with that in mind, as the make-up and behaviour of visitors may vary between exhibitions and across the year. The conclusions and recommendations drawn from this report are therefore conclusions based on this snapshot about that time period, rather than a holistic analysis of visitors across the year. The Here and Now Visual Arts Benchmarking Report comprised four key sections: 1. Building up a picture of your audience – looking at key demographic and behavioural

traits characterising attenders. 2. Understanding the customer life cycle – looking at how attenders have engaged with

the gallery in the past and how they are likely to behave in the future to better understand and exert positive influences on customer relationships.

3. Understanding the process of attendance – looking at the process of how attenders have ended up attending the gallery on the day they were interviewed to better understand where galleries can intervene and take more control over the process of attendance.

4. Understanding the customer experience – looking at the quality of experience and how that experience can be improved.

The findings presented here are the average results across the participating galleries. However, an indepth analysis demonstrates that there are some characteristics shared by most or all galleries, but that there are also discrete differences which make each gallery unique from their peers –often linked to situational circumstances such as the physical location of the gallery. These nuances have been presented to the participating galleries in detail with accompanying recommendations on how to implement the findings of the analysis.

Accounting for Sampling Error

In quantitative research of this kind, statistical results are produced (e.g. 52% of attenders had never attended the gallery before). However, we cannot say with 100% certainty that 52% of attenders were new to the venue, because we did not ask everyone that attended and there is the chance that results were skewed to some extent by the choice of respondents. The size of the sample interviewed dictates the level of confidence with which we can report the findings. The margins of error for the galleries participating in this analysis ranged between a maximum of +/- 5.0% and +/- 8.6% depending on the gallery and the number of successful surveys completed.

Recognising the potential for Recall Error

There is another type of error which can impact on the results collected within any type of quantitative survey and that is recall error. This is where the respondent is asked to recall past behaviour/attitudes/motivations and provides an incorrect or skewed response because they misremember the information they are being asked to provide.

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This cannot be statistically accounted for, so all you can do is try and minimise the impact by keeping question instructions as clear as possible, contextualising the question appropriately (without leading the respondents – see below), ensuring the respondents are given time to properly think about the information they’re trying to recall and trying to ask about recent or frequent behaviour rather than one off instances a long time ago.

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Average Benchmark Statistics

Building up a picture of your audience

• 56.4% of visitors are women, compared to 45% men.

• 86.9% of visitors are aged between 20 and 64, with above average levels of attendance in the 20 to 24, 45 to 54 and 55 to 64 age brackets and average attendances in the 35 to 44 bracket, but below average levels of attendance in the 16 to 19, 25 to 34 and 65 and over age brackets compared to the population generally.

• 40.0% of visitors described themselves as having a current general knowledge of the visual arts, 26.0% as having a specialist knowledge and 21.2% as having basic knowledge. Only 10.1% indicated they felt they had little or no knowledge of the visual arts.

• 56.0% of visitors had attended the gallery where they were interviewed on a previous occasion.

• 66.1% of visitors come from the Republic of Ireland on average (42.1% of visitors were from within their own county and 24.0% from other counties in the Republic of Ireland) and 33.4% from other countries (1.8% from Northern Ireland, 7.4% from England/Scotland/Wales and 24.3% from elsewhere in the world).

• 70.6% of visitors had visited one of the other galleries of interest (project participants plus The Model, Hugh Lane, Project Arts Centre, VISUAL Carlow and Crawford) within the 12 months prior to being interviewed. A further 21.3% of visitors hadn't visited one of the galleries of interest but had visited galleries not included on the list.

• 37.5% of visitors attended alone, while those attending in groups tended to be attending with their partners (25.5% on average) and/or friends (22.5% on average).

Understanding the customer life cycle1

• 43.7% of visitors were new to the gallery compared to 56.0% of visitors who were retained existing attenders, with 41.6% of visitors on average having attended within the 12 months prior to the survey taking place.

1 Definition from searchcrm.techtarget.com/

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• 50.9% of recent visitors (within the previous 12 months) perceived they were attending 4 or more times within the year at the gallery at which they were interviewed.

• 91.9% of visitors on average had attended at least one other different gallery within the 12 months prior to the survey taking place, with 48.2% indicating that they perceived they were attending other galleries 6 or more times during that time period.

• 91.0% of visitors on average indicated a positive inclination towards visiting that gallery again (from maybe to definitely), with 56.8% on average indicating their re-attendance would be definite.

• 88.6% of visitors on average indicated a positive inclination towards recommending a visit to that gallery to one of their friends or family.

Understanding the process of attendance

• 32.1% of visitors on average planned their visit more than 1 day in advance.

• The channels which are currently working for some galleries are not therefore necessarily the same ones that are working for other galleries. The exterior of the gallery (20.0 on average), word of mouth from family/friends (17.9% on average) and trying to see every exhibition at the gallery (11.3% on average) were the only prompts to account for at least 10% of visitors at more than half of the galleries analysed.

• 38.9% of visitors on average cited lack of time and 16.8% on average cited lack of information about what exhibitions were on as the main barriers to them attending more often. Travel difficulties (14.2% on average) and lack of interest in the exhibitions generally (13.0%) both accounted for more than 10% of visitors per gallery on average.

• On average, familiarity with the artist does have an impact on a significant percentage of the visitors, with the potential to alter likelihood of attendance for 41.6% of customers on average. However, this impact can be either positive (17.4% on average) or negative (24.2% on average).

• The highest SOCIAL driver of attendance on average was “It’s an enjoyable way to pass the time” (34.7%).

• The highest INTELLECTUAL driver of attendance on average was “To see this particular exhibition” (31.6%).

• The highest EMOTIONAL driver of attendance on average was “I like the gallery’s atmosphere” (27.2%).

• The highest SPIRITUAL driver of attendance on average was “To stimulate my own creativity” (24.6%)

• 82.6% of visitors on average indicated they were willing to visit other galleries when they travel, but only 31.9% of visitors indicated they would make a trip specifically to see these galleries.

8

Understanding the customer experience

• 91.3% of visitors on average rated customer service during their visit as good or very good.

• 91.5% of visitors on average rated the atmosphere of the gallery during their visit as good or very good.

• 85.6% of visitors on average rated the gallery’s facilities during their visit as good or very good.

• 84.1% of visitors on average rated the quality of the artwork during their visit as good or very good.

• 33.5% of visitors were spending 15 to 29 minutes visiting the gallery, compared to 27.3% spending less than 15 minutes in the gallery and 23.3% spending between 30 and 59 minutes on average.

• 78.4% of visitors on average noticed the additional supporting material provided to support or explain the exhibition. 59.4% of visitors on average used the supporting materials to some extent and 84.0% of those visitors who used the additional supporting materials found them very useful or quite useful.

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Research Findings Conclusions This piece of research represents a snapshot of visitors at each of the galleries taking part, primarily within the third quarter of 2013. These results should therefore be interpreted with that in mind, as the make-up and behaviour of visitors may vary between exhibitions and across the year. The conclusions and recommendations drawn from this report are therefore preliminary conclusions based on this snapshot and comparisons with the previous report, rather than a holistic analysis of visitors across the year.

The “average” visual arts visitor (*in Q3 of the year)

• Is slightly more likely to be a woman than a man. • Is likely to be between 20 and 64 years olds, and most likely to be 25 to 34. • Is slightly more likely to be a retained existing customer rather than a completely new

customer to the gallery.

• Where customers are new, they’re more likely to be new to that particular gallery rather than new to visiting galleries completely.

• Is twice as likely to be a domestic visitor than an international visitor, and nearly twice as likely to be living in the same county as the gallery is located than to be a domestic tourist from a different county in the Republic of Ireland.

• Is more likely to be an international tourist from outside the UK than to be visiting from England/Scotland/Wales/Northern Ireland.

• Is likely to have attended at least 2 galleries within the last year, and at least 2 of the 12 galleries of interest included in the questionnaire (i.e. the gallery where they were interviewed plus at least one other)

• Has at least a general knowledge of the visual arts or better. • Is attending with at least one of other person, typically partners or friends.

Gaps in the existing market

There are themes in terms of customer make-up which are common across the majority of the galleries included in this analysis, although each gallery differed from their peers in a few distinct ways. Overall, the following gaps in the market are identifiable amongst some or all of the galleries analysed:

• Younger audiences (16 to 19 years) • Older audiences (65 years and over) • Family audiences (including bringing children and bringing extended family) • Audiences new to the visual arts and/or with little or no knowledge of the visual arts • Audiences from the United Kingdom (including Northern Ireland) • Lapsed visitors (those who haven’t attended within the last year)

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Required interventions in the Customer Life Cycle

Visitors are primarily existing customers who have attended at a high level within the last year, indicating pre-existing high levels of loyalty and ongoing engagement amongst existing audiences which will be difficult to improve on. The priorities are therefore to intervene in the Customer Life Cycle at either extreme of the process, 1. Finding and converting those who have never attended the visual arts before into visitors 2. Harnessing the power of the high levels of loyalty amongst the existing audience base to

bring in new attenders based on referrals.

Increasing control over customer relationships

Currently, the primary prompts for attendance (primarily word of mouth and newspaper and magazine press coverage) provide galleries with minimal direct control over their relationship with existing customers. Customer Relationship Management is increasingly being embraced by ticketed arts organisations with computerised box office systems that provide access to the level of detailed knowledge on customer behaviour required to communicate with audiences in a more segmented, tailored way. While unticketed galleries aren’t able to track and segment individual customer behaviour in the same way due to the lack of a ticket purchase record, the same principles of maximising data capture and sending regular communications to engage customers on an ongoing basis which underpin CRM apply here. By maximising data capture, increased levels of forward planning can be prompted and galleries can maximise the likelihood of new visitors and lapsed visitors returning to the gallery following their initial engagement with the gallery by ensuring they are fully informed about what’s on at the gallery.

Adapting to a range of knowledge levels

Current visitors exist on a spectrum of pre-existing knowledge about the visual arts, ranging from little or no pre-existing knowledge to specialist knowledge. If a priority is to attract new, uninitiated visitors to the visual arts, then the gallery will need to cater to a variety of knowledge and interpretation levels to ensure that new visitors and loyal specialist visitors can be engaged at the same time.

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This will potentially impact on the marketing of the gallery generally, marketing of specific exhibitions, the production of support materials and the provision of workshops and classes with an educational purpose. Use of language, particularly the use of technical or elaborate language, should vary according to the experience of the target market and look to include content which appeals to the potential social, spiritual and emotional motivators for attendance alongside the intellectual.

The need to understand and sell the experience as well as the product

Less than 1/3 of visitors on average indicated they were motivated specifically to see that exhibition, and the highest percentage of visitors indicated that their visit was motivated by the fact that it is an enjoyable way to pass the time. However, traditionally marketing across both the performing and visual arts is focused on the product (themes, influences, narratives, biographies of artists etc). It is important to recognise the wide variety of motivators and drivers which are at play in the decision to attend a visual art gallery beyond the exhibition, and to factor that in to how you market your gallery.

Benefitting from working collaboratively

There are strategic, tactical, practical and monetary advantages to visual arts organisations working at an increased level collaboratively, while also reaching out to other organisations beyond the visual arts to access networks of potential new customers or to expand the customer experience. This will be particularly important amongst those galleries with higher than average levels of short visits less than 15 minutes. These galleries will find it much more difficult to directly prompt attendances with such a short experience time, without selling the wider benefits of being in the area, and potentially seeing other visual arts or other arts related product OR engaging with non-arts related activities should as getting a coffee/going for a drink.

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About Audiences NI

Audiences NI was established by the Arts Council of Northern Ireland in August 2004 to help grow and

diversify audiences for the arts and cultural sector in Northern Ireland. The agency is one of a number of audience development agencies operating throughout the UK, providing vital audience development support

to organisations through the provision of market intelligence, training, projects, research and forums.

Since its inception, Audiences NI has been carrying out research on audiences for the arts in Northern

Ireland, including demographic and geographic profiling using Mosaic NI, trend analyses on box office data and customer focused online surveys for its members.

For more information on interpreting the results of this analysis, please email research@audiencesni.com or

phone 028 90436480.

Please note that the contents of this document may not be cited without acknowledging both Audiences NI

and Arts Audiences, nor reproduced or distributed without express written permission from ether Audiences NI or Arts Audienes.

Report compiled by Chris Palmer, Research Manager, Audiences NI.

Audiences NI

Studio D

Carnegie Library

121 Donegall Road

Belfast

BT12 5JL

t: +44 (0) 28 9043 6480

f: +44 (0) 28 9023 1429

@: info@audiencesni.com

w: www.audiencesni.com

Hi, my name is ___________ and I work for the {insert gallery name}. {INSTRUCTION TO INTERVIEWER: show respondent your ID card}.

We’re currently conducting a visitor survey in order to understand how you found your visit to the {insert gallery name} today and to help us

make improvements. The survey should only take just over 10 minutes to complete, and everyone who completes it will be entered into a free

prize draw to win {insert prize name}. Your feedback would be really useful to us, it won’t require any specialist knowledge on your part and all

the information you give will be treated confidentially, within the guidelines of the Data Protection Act. Would you be willing to take part?

{INSTRUCTION TO INTERVIEWER: If yes, then move on to screening questions}

Before we start, I just need to ask you a few questions to make sure you’re eligible to take part.

1. Please record the date, time and fieldworker name below:

2. DO NOT ASK, but record the sex of the respondent.

3. Are you aged 16 years old or more?

4. Have you visited the {insert exhibition names} visual art exhibition(s) today?

The survey should take just over 10 minutes. For each question, I’ ll give you any instructions necessary, and then read the questions and

available answers aloud.

In this first section of the survey, I’m going to ask you some questions about your attendance at art galleries generally before today.

5. Have you ever visited the {insert gallery name} before today? Please select ONE

answer.

*Date of interview:

Time of interview:

Name of fieldworker:

*

Male

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Female

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Yes...........................(Then go to Q4)

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No.............................(Thankyou for your time, but you are not eligible for this survey)

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Refused to answer......(Thankyou for your time, but you are not eligible for this survey)

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Yes...........................(Then go to Q5)

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No.............................(Thankyou for your time, but you are not eligible for this survey)

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Refused to answer......(Thankyou for your time, but you are not eligible for this survey)

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Yes, within the last 12 months..............................................................(Go to Q6)

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Yes, more than 12 months ago.............................................................(Go to Q7)

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No, this is my first visit to {insert gallery name}.......................................(Go to Q7)

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No, this is my first ever visit to any visual arts gallery...............................(Go to Q9)

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I'm not sure..........................................................................................(Go to Q7)

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6. Not including this visit, how many times have you visited the {insert gallery name}

in the past 12 months? (Do not read answer options, but record answer in the

appropriate category)

7. Not including the {insert gallery name}, how often have you been to other art

galleries in the past 12 months? (Do not read answer options, but record answer in the

appropriate category)

8. Which of these other galleries have you been to in the last 12 months? (Please tick all

that apply.)

9. Is there anything which stops you going to visual art exhibitions more often?

Select as many answers as you want as we go through.

*

*

*

None

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1 time

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2 times

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3 times

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4 times

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5 times

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6 or more times

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Never

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I’m not sure

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Once...............(Go to Q8)

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Twice...............(Go to Q8)

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3 times............(Go to Q8)

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4 times............(Go to Q8)

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5 times............................................................(Go to Q8)

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6 or more times...............................................(Go to Q8)

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I haven’t attended any other art galleries in the last year (Go

to Q9)

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I’m not sure....................................................(Go to Q9)

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Royal Hibernian Gallery, Dublin

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Irish Museum of Modern Art, Dublin

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Temple Bar Gallery & Studios, Dublin

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Douglas Hyde Gallery, Dublin

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National Gallery of Ireland, Dublin

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Gallery Of Photography, Dulin

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Butler Gallery, Kilkenny

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Limerick City Gallery Of Art

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The Model, Sligo

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The Glucksman, Cork

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Dublin City Gallery, The Hugh Lane

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Project Arts Centre, Dublin

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VISUAL Carlow

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Crawford Art Gallery, Cork

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I haven’t got the time

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It’s difficult for me to travel

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I don’t know what exhibitions are on

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Some exhibitions aren’t suitable for my children

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I’ve been to exhibitions I haven't enjoyed in the past

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I can’t afford the trip

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The exhibitions don’t interest me

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I don’t know enough about the visual arts

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I need family friendly facilities

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I have specific access requirements

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None of the above

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Other (please specify)

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10. Typically, what time of the week suits you best to visit an art gallery? Select as

many answers as you want as we go through.

11. Which of these best describes your willingness to travel to see a visual arts

exhibition? Please select ONE answer.

In this section of the survey, I’m going to ask you some questions about how you ended up visiting the gallery today.

12. Which of these best describe your reasons for visiting the gallery today? Select

as many answers as you want as we go through.

*

*

*

Weekdays during the day

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Weekday evenings

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Saturday during the day

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Saturday evenings

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Sunday during the day

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Sunday evenings

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It would vary from week to week

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Other (please specify)

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I am only willing to visit galleries close to where I live.

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I’d travel specifically to visit a particular gallery but only within Ireland.

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I’d travel within Ireland and abroad specifically to visit a particular gallery.

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I’d visit other galleries when I take a trip, but I travelled for other reasons.

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I’m not interested in visiting a gallery again.

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I’m not sure.

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To see this particular exhibition.

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I'm a visual arts professional.

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I study visual art academically.

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I was visiting something else nearby.

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It's an enjoyable way to pass the time.

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To see artwork which makes me think.

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To spend time with friends or family.

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To get my children interested in art.

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To improve my own knowledge.

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To see artwork which moves me.

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I like the gallery's atmosphere.

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To stimulate my own creativity.

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For peaceful, quiet contemplation.

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I was just walking past and popped in.

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I was looking for things to do as I'm on holiday.

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Other (please specify)

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13. Which of these statements best describes your visit today? Please select ONE

answer.

14. If you had never heard of an artist before, do you think you would be more or less

likely to go and see their upcoming exhibition at this gallery? Please select ONE

answer.

15. What prompted you to decide to attend the gallery today? Select as many

answers as you want as we go through.

In this section of the survey, I’m going to ask you some questions about your visit to the gallery today.

*

*

My visit was already pre-planned when I woke up this morning.

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I made the decision to attend today, and made a journey specifically to get here.

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I was near the gallery and decided to visit on the spur of the moment.

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Someone else made the decision to attend and I came with them.

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I’m not sure.

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Other

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A lot less likely

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A little less likely

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As likely as any other exhibition

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A little more likely

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A lot more likely

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I'm not sure

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A leaflet/brochure received by post

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A leaflet/brochure you picked up

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An email from the gallery

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Signposts in the surrounding area

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A piece in a newspaper or magazine

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A travel guide or guidebook

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A private invitation from the gallery

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A mention on the TV/radio

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The exterior of the gallery

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Visiting the gallery’s website

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Visiting another website (not the gallery’s)

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The Tourist Information Centre

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Word of mouth from friends/family

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Facebook

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Twitter

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I try to see every exhibition at the gallery

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Someone else made the decision to attend

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Other (please specify)

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16. Who have you attended with today? Select as many answers as you want as we

go through.

17. How long did you spend looking at the exhibition on your visit today? (Do not

read answer options, but record answer in the appropriate category)

18. Please rate the following elements of your experience today from Very Good to

Very Poor. Please select ONE rating per category.

In this section of the survey, I’m going to ask you some questions about how you like to interpret what you see in the exhibition.

19. Did you notice the additional materials provided to support or explain the

exhibition? Please select ONE answer.

*

*

*

Very Good Quite Good Average Quite Poor Very Poor Not Sure

The quality of artwork nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

The atmosphere of the

gallery

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The gallery's facilities (e.g.

toilets, coffee shop)

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Our customer service nmlkj nmlkj nmlkj nmlkj nmlkj nmlkj

*

No-one

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Your partner

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Your children

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Other members of your family

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Friends

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Students you teach

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Students you’re studying with

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Work colleagues

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Other (please specify)

Less than 15 minutes

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15 to 29 minutes

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30 to 59 minutes

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60 to 90 minutes

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More than 90 minutes

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I’m not sure

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Yes, I read or listened to it all in detail.........................................................(Go to Q20)

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Yes, I read or listened to some but not all of it..............................................(Go to Q20)

nmlkj

Yes, but I chose not to read or listened to any of it........................................(Go to Q21)

nmlkj

No.........................................................................................(Go to Q21)

nmlkj

I’m not sure............................................................................(Go to Q21)

nmlkj

20. How useful did you find the supporting materials provided? Please select ONE

answer.

In this final section of the survey, I’m going to ask some questions about you personally. Each question will give you the option not to answer,

if you prefer not to provide any of this information.

21. What age are you? (Do not read answer options, but record answer in the

appropriate category)

22. Thinking about the visual arts in general, which of the following would you say

you have? Please select ONE answer.

23. Where do you live for the majority of the year? Please select ONE answer.

*

*

*

*

Very useful

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Quite useful

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Average

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Of little use

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Of no use at all

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I'm not sure

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16 to 19

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20 to 24

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25 to 34

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35 to 44

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45 to 54

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55 to 64

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65+

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Prefer not to say

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Little or no knowledge

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Basic knowledge

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General knowledge

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Specialist knowledge

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Not sure

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Prefer not to say

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Other (please specify)

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In Ireland.....................................................................(Go to Q24)

nmlkj

In Northern Ireland........................................................(Go to Q26)

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In England, Scotland or Wales......................................(Go to Q26)

nmlkj

Outside of Ireland and Great Britain................................(Go to Q25)

nmlkj

Prefer not to say...........................................................(Go to Q26)

nmlkj

24. Can you tell me which county you live in in Ireland? DO NOT read list, match

response to the appropriate County.

{INSTRUCTION TO INTERVIEWER: Once this question is completed, please go to Q26}.

25. Can you tell me which country you live in?

26. How likely are you to visit the {insert gallery name} again in the future? Please

select ONE answer.

27. How likely would you be to recommend a visit to {insert gallery name} to a friend?

Please select ONE answer.

*

*

Carlow

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Cavan

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Clare

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Cork

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Donegal

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Dublin

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Galway

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Kerry

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Kildare

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Kilkenny

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Laois

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Leitrim

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Limerick

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Longford

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Louth

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Mayo

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Meath

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Monaghan

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Offaly

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Roscommon

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Sligo

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Tipperary

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Waterford

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Westmeath

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Wexford

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Wicklow

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Definitely visit again

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Probably visit again

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Maybe visit again

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Probably won’t visit again

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Definitely won’t visit again

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I’m not sure

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Definitely

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Probably

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Maybe

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Probably not

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Definitely not

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I’m not sure

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28. Is there anything else you would like to tell us about your visit today?

29. Can I get your contact details so that we can enter you into our free prize draw?

30. Would you like to be added to the mailing list to receive further information about

{insert gallery name} by post and email?

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Name:

Address 1:

Address 2:

City/Town:

State/Province:

ZIP/Postal Code:

Country:

Email Address:

Yes

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No

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