Engage 2020 Focus Groups

Maureen Craig, brand strategist and consumer insight consultant, conducted 12 focus groups with regional residents to learn their attitudes, perceptions and practices regarding arts and culture. Six focus groups took place in BalaCynwyd, PA and six in Center City Philadelphia. Participants were screened to be moderate consumers of culture: neither rejectors, nor enthusiasts. Below is the breakdown of the groups’ composition. All groups were ethnically diverse with the exception of the four groups which were selected for specific ethnic composition:

Focus group composition
High school to some college, 25-54, with kids
High school to some college, 25-54, without kids
African American, 25-39
African American, 40-54
Asian, 25-54
Hispanic, 25-54
Age 18-24
Age 55+
Age 25-54, college educated+, with kids
Age 25-54, college educated+, without kids
Highly engaged: creative practice, 25-54
Highly engaged: science/history

The study explored the Cultural Engagement Index field survey findings more deeply to hear -- in residents' own words -- their thoughts, feelings and ideas about cultural participation.

Focus group respondents empasized the following:

• The importance of the social element of arts and culture experiences (going out and enjoying time with friends and family).
• The sometimes intimidating nature of arts and culture venues (not knowing the standards for how to behave, the need to sit still and be quiet).
• The desire to have high-quality experiences that were relevant to them (cultural activities that lived up to expectations and the price tag of the experience).

For additional information and resources, please browse the following links:

• Key Findings
• Presentation given by Maureen Craig, brand strategist and consumer insight consultant