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Message Icon Topic: Patron focus group/brainstorm?(Topic Closed Topic Closed) Post Reply Post New Topic
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Berushka
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bullet Topic: Patron focus group/brainstorm?
    Posted: 4/11/06 at 11:48am

Our board is trying to think of a way we can get some feedback from new and returning audience members to find out what keeps them coming back, what drew them to the show, etc. I don't think a telephone survey is practical, but has anybody out there had success with a focus group or brainstorm? If so, what kinds of information have you found most useful?

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75director
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bullet Posted: 4/11/06 at 2:05pm

We did an audience survey a couple of years ago and got a lot of useful information from it.  It was just a page inserted in the program and during the curtain speech before the show they mentioned the survey and that people could take the pens in the lobby as a thank you gift.  Response rate was a very good, 30% of the audience turned in the surveys.  We found out which of our advertising methods was reaching people and which weren't.  As a result we dropped some places and placed a lot more emphasis on others.  I use the stats from that survey all the time in speaking gigs about the theatre and on promo pieces we do.  For example we learned that 42% of our audience comes from out of town to see our shows (a great economic impact stat to toss out).

The important thing with those types of surveys is to keep them short and to the point.  Multiple choice, scale of 1 to 10, or yes/no questions only.

Try to avoid open ended questions like "what do you like about our theatre?" and leaving a blank space for a response.  Most people won't fill out those kind of questions. They want to be able to quickly answer the questions and move on.  Also with open ended questions it is harder to accurately evaluate the results.  What you may think is a clear cut programing question, someone else may take as the opportunity to go on a rant about a rude usher two years ago.

You can include a question at the end of a survey that's simply, "Any other comments you wish to share with us?"  Even then be careful when putting the results together because you'll get some response that are way out of left field.

Just remember the key is keeping the survey short and asking specific questions you want to learn about.

Every few years we also try and get together several currently active and previously active volunteers/actors together to have an open brainstorming session.  These can be very successful, but all depends on who attends.

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bullet Posted: 4/11/06 at 5:48pm

Hey75Director,

     Did you ask questions in your survey asking your audience members what kind of plays they liked and if there was a play they wanted your company to do?  Just curious.

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75director
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bullet Posted: 4/12/06 at 12:37pm
Yes, we asked them "What types of shows do you most enjoy attending? (circle all that apply)" and then listed several choices.  We were shocked when Musicals wasn't them most frequent choice, it was comedies.
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bullet Posted: 4/14/06 at 1:39pm
Last summer we did surveys of our audience when they were captive having intermission dessert (dessert was included in price of ticket).  Almost everyone filled one out (ushers were very good about encouraging people and collecting forms).

We were surprised that our audiences wanted Adult Comedies and many wanted 'tried and true' musicals.  Very few were interested in Drama.  People around here want to laugh.

In the fall we tried an exit survey after a musical.  That fell flat.  Got about 20 people willing to fill them out.  Everyone just wanted to go home after the show.  I would advise doing a survey that goes into the program to be filled out at intermission. 

Another CT near us put a clever quiz into their program that had patrons answer questions about sponsors listed in the program (got people to read through the program), then offered a door prize at intermission to be picked from those who turned in their surveys.

A short list of multiple choice questions is the best.  Our patrons did like answering the questions about which plays they wanted to see.  We had trouble with questions like:  Why did you come to the play?  Answers of:  "my family/relative/friend is in it" didn't help us much.

Good luck!


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