How to find out who the audiences of cultural institutions actually are? How to get to know local cultural consumers and understand their needs to help build engaged audiences? We will use the example of Shared Cities, a research project carried out by Medialab Katowice, to show you the methods and tools used in research into cultural event audiences. Based on the case study of Katowice’s Ars Independent festival, you will receive a hands-on training in data collection and analysis techniques which you will be able to use in your own projects.

In recent years, the cultural sector has seen a gradual shift towards the audience, marked by the growth of interest in the needs, motivations and expectations of cultural consumers. In order to effectively build their cultural programmes and educational offers, design communication activities and create loyal and engaged audiences, cultural institutions must first get to know them and understand their needs. The study may also provide the knowledge needed to reach cultural non-participants and serve to build programmes to tackle the barriers that contribute to the exclusion of certain potential audiences. As part of the hands-on introduction to audience research, participants will learn the principles of data collection and analysis which they will be able to use in their own projects.

Shared Cities: Creative Momentum is a European cultural platform addressing the urban challenges of contemporary European cities. SCCM is a joint project of Goethe-Institut (DE), Czech Centres (CZ), reSITE (CZ), Academy of Fine Arts and Design in Bratislava (SK), Association of Belgrade Architects (RS), Contemporary Architecture Centre (HU), Katowice City of Gardens (PL), KUNSTrePUBLIK (DE), Mindspace (HU), Old Market Hall Alliance (SK), Res Publica – Cities Magazine (PL). Co-funded by the Creative Europe Programme of the European Union.