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Research Into Action
Recent forums in 2007 and 2008, involving senior managers and marketers, revealed a strong desire for research on the local cultural sector and the environment in which it operates.
Their research needs extended to:
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demographic research
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market demand analysis
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measuring current rates of participation
- defining audience motivators and barriers.
Forum attendees also stressed that the research should be actionable—that it be presented in an accessible, relevant, and useful way, and that it have real implications for the way organizations do business.
Accordingly, the Cultural Alliance, as part of Engage 2020, designed its “Research Into Action” model as follows:
- Quantitative Analysis & Cultural Engagement Index (CEI): Modeled on the Consumer Price Index, this includes: 1) the creation of a tool to measure cultural engagement quantitatively based on a set of indicators and 2) research that establishes a baseline measure. Measures what consumers think.
- Qualitative Research Focus Groups: Research that explores the values, attitudes, and motivations underlying consumers’ cultural engagement (or non-engagement) as well as elements that would increase the appeal of cultural events. Measures why consumers think what they think.
- Greater Philadelphia Cultural Abstract: Umbrella document that pulls together the demographic, attitudinal, quantitative, and qualitative research and conveys key findings and implications for the cultural sector.
- 1-on-1 Strategic Planning: Outside strategic planning consultants with in-depth marketing expertise will guide select organizations in understanding the implications of the research and creating strategic market development plans.
- Implementation Grants & Case Studies: Venture capital grants up to $25,000 to encourage innovation along measurable CEI indicators, results of which will be documented for distribution to the field.
This body of work will begin with the release of the CEI in December 2008. Additional projects will be implemented over the next four years.
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