Typically in the marketing and audience development field we collect data about audiences based on attendance, sales and the demographics of our audiences. Sometimes there will be questions added into surveys and box office systems about the quality of the performance, whether the audience member enjoyed the performance, and possibly about how they heard about the event itself. But does this really measure the success of the experience?

We are in the business of providing an experience, one which is enjoyable and rewarding; however we don’t often measure this impact. When we talk about the enjoyment factor of live performance experiences we don’t necessarily mean that the event was entertaining, we want to look to all the types of impacts that an audience member might define for themselves as enjoyable. For instance audiences might be looking for a challenging and intellectually stimulating experience, which would be equally enjoyable for them as someone who was looking for the emotional and spiritual experience of attending an event.

It is about time we started looking to measure the intrinsic impact of the types of events we present to audiences, rather then whether we hit the numerical and demographic targets our funders so often ask us for. At the end of the day you might have been able to attract 100 people to attend your event, but what it 99 of those people did not enjoy the experience, have the arts made a positive difference in their lives that day? And are they likely to come back to your venue or attend another one of your events again? The reality is that repeat attendance will be unlikely, especially if they are first-time attenders. What we really need to know about our audiences is what they are interested in experiencing, or what they might need in advance of the event to truly appreciate the experience, even if they didn’t express an interest in that particular art form or event.

Audiences communicate impact as it is happening – their facial expressions, body language and audible reactions – have you ever thought of measuring how long audience applause lasts or how loud it is for your live performances? I have certainly been more likely to take a standing ovation and clap for minutes, even when my hands begin to hurt, when a live performance has been more then just enjoyable, but uplifting, compelling, and has hit right at the heart strings. On other occasions I have been witness to measly applause for a live performance that has been disappointing and unsatisfying – basically a polite applause to give you time to figure out where your closest exit is – surely that is a more reliable measure of the emotional and intellectual success for a live arts performance then how many men, women and children attended?  

In 2007 Alan Brown and Jennifer Novak of WolfBrown (consultancy agency for the non-profit arts sector) conducted a study in America to attempt to define and measure how audiences are transformed by a live performance. What I found both enlightening and encouraging is that there is a way to measure the success of a live arts performance without relying on the typical sales/attendance data and truly begin to get to the heart of why arts and culture is so important in our everyday lives.

The study ‘Assessing the intrinsic impacts of a live performance’ looks at how we can begin to measure the emotional and intellectual impact or benefits of live arts performances. Brown and Novak identify three levels of intrinsic impact:

1. The intrinsic impacts of an entire arts system on its community.
2. The cumulative intrinsic impacts or ‘value-footprint’ of an institution on its community.
3. The intrinsic impacts of a single performance on an individual.

These are surely impacts which we, as arts providers, strive to provide and measure, particularly as we begin to face a more challenging economic climate and funding, support and sponsorship becomes more difficult to secure.

Brown and Novak identified the key constructs that determine both the readiness of audiences to receive a live performance and the intrinsic impacts of a live performance. Basically, they outline how there are a number of stages or phases that individual audience members will go through in preparation of an event and the impact that event then has on them during and after the experience.

The study looks at how important the context, relevance and anticipation prior to a live arts experience is to the overall impact of an event on your audiences. The prior knowledge and experience of an arts attender influences their anticipation in advance of an event. Relevance is important in assessing how comfortable your audience is in receiving the type of art or culture on offer. And their anticipation will set the basis of their expectations – whether high or low.

In terms of the intrinsic impacts, the study draws on a number of constructs that help us to define how audiences engage with the arts experience, as it is happening. They look at Captivation, Intellectual Stimulation, Emotional Resonance, Spiritual Value, Aesthetic Growth, and Social Bonding. It is important to remember that arts experiences are multi-dimensional, and that not all performances should be expected to generate the impacts across each of these areas, and you must not assume that a live arts experience can generate these impacts in every individual you engage with. 

The full report itself is about 170 pages, so I won’t start an overview here, but you can download the report and the summary report of the study by selecting any or both links below.

• ‘Assessing the intrinsic impacts of a live performance’ by Alan Brown and Jennifer Novak Full Report 
• ‘Assessing the intrinsic impacts of a live performance’ by Alan Brown and Jennifer Novak Summary Report

Based on the findings in this study and another fantastic handbook ‘Capturing the audience experience’ (created by The New Economics Foundation, Independent Theatre Council, The Society of Theatre and Theatrical Management Association) I have set myself the task of drawing up some template surveys that you can utilise in measuring the impact of your own live events and experiences. I will post back here once they have been completed. In the mean time if you would like to talk more about measuring audience experiences then please do get in touch.