Polls! (huh) What are they good for? Hopefully something, say it again.
What would you ask a national poll if you could? Could you afford to commission one?
This is something that’s come up a number of times in talks around audiences – how do we ask the people who AREN’T attending? How do we ask people from outside of city X what they think about city X? Would it be interesting to see what they thought before and after some big event? And so on.
How do you get to know more about what kinds of people attended an event?
Two fairly common quantitative approaches to this question are surveys and segmentation. Regarding the latter, we’re talking specifically about geodemographic segmentation, rather than sales or marketing based segmentation.
What if someone was able to do both and compare the difference in results?
Or is this more like a Ghostbusters ‘don’t cross the streams’ kind of thing? Read on and find out.
Open Data Kit + Audience Finder = Open Audience Finder?
I’ve worked on audience surveys for a long time and I’m always looking to improve my methods. Relatively recently the roll out of Audience Finder from the Audience Agency has done a lot of good in standardizing many basic questions and methods for a range of arts organizations. (see standard questions: link)
This makes a lot of people happy as they have a basis for comparing and contrasting their results with others. Most of the arts organizations I’ve worked with see the value, one way or another. Everyone has their own tweaks or preferences to suggest but some collaboration around some standard questions is generally a good thing…
Around the same sort of time, I started learning about and putting Open Data Kit into use, for various audience and other kinds of end-user/patient surveys. Hence the combination of the two, and in this post, I will be describing how you, with less technical expertise than you probably think, can use it too.