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Audience Research for the National Gallery of Victoria

Since 2019, Patternmakers has been the research partner for the NGV, one of the most visited museums in Australia. Year-round, we conduct audience research for the National Gallery of Victoria in order to provide insights into the motivations and behaviours of its visitors.

Since 2019, Patternmakers has been the research partner for the NGV, one of the most visited museums in Australia. Year-round, we conduct audience research for the National Gallery of Victoria in order to provide insights into the motivations and behaviours of its visitors.

This project involves on-site intercepts of visitors exiting one of two NGV sites, along with focus group research into strategic opportunities. We provide monthly email updates, quarterly snapshot reporting (including the production of data tables), and action research workshops to apply insights in the organisation’s work throughout the year. Our partner on this project is Tony Medic and the Milicante Consulting team.

Image Credit: www.timeout.com/melbourne/art/artworks-at-the-ngv-every-melburnian-should-see

 
 

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Visitor Research for ACMI

Patternmakers is working with ACMI to provide insight into visitor motivations, behaviour and barriers.

Since 2022, Patternmakers has been the research partner for ACMI, Melbourne's museum for screen culture.

We conduct year-round research for ACMI to provide insight into visitor motivations, behaviour and barriers.

This project involves on-site intercepts of visitors exiting the museum, along with focus group research into strategic oppportunities. We provide quarterly snapshot reports as well as detailed annual reporting and presentations. Our partner on this project is Tony Medic and the Milicante Consulting team.

Image Credit: Adam Gibson, www.acmi.net.au/whats-on/story-of-the-moving-image-exhibition/

 
 

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Evaluating the Impact of NGA Exhibition Touring

Patternmakers is working with the National Gallery of Australia to evaluate the impact of exhibition touring across the country.

In 2023 and 2024, Patternmakers is working with the National Gallery of Australia and regional galleries around the country to evaluate the impact of NGA tours.

Each year, the National Gallery of Australia creates and tours a range of exhibitions, from contemporary and historical works by Australian and international artists. The tours range from large-scale exhibitions with complex needs for climate controlled spaces, to virtual reality experiences and Art Cases able to travel to schools, libraries and aged care homes to inspire creativity, inclusivity, and learning.

Patternmakers will be collaborating with the NGA team and regional galleries to gather data and understand how audiences and communities engage and interact with tours, what they take away, and how all involved can work together to continue growing the impact of Australia’s largest collection in regional places.

 

Take the survey

Have you engaged with a National Gallery of Australia touring exhibition? Whether that be the Terminus VR experience, the Know My Name: Australian Women Artists exhibition or Patricia Piccinini's Skywhales, we want to hear from you. 

In June 2024, The National Gallery of Australia, in partnership with galleries around Australia, is launching a survey of Australian visitors to touring exhibitions. We want to know what touring exhibitions resonate with you - and how Australian communities can get even more value from access to the national collection. 

This short survey only takes 10-15 minutes, and by participating, you can enter the draw to win one of 3 x $200 Mastercard e-giftcards.

By entering the survey you are consenting to Patternmakers’ Privacy Policy.

Image credit: Patricia Piccinini, Skywhale, 2013, National Gallery of Australia.

 

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Audience Outlook Monitor — 2023

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2023:

 

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Audience Research for the Australian Chamber Orchestra

Patternmakers is working with Australian Chamber Orchestra (ACO) to inform a community focussed and diversified audience development strategy.

In 2023, we are working with the Australian Chamber Orchestra (ACO) on an audience research project.

The research aims to gather data about existing and potential audiences to inform a community focussed and diversified audience development strategy. The project also aims to provide insights that can inform future programming for the orchestra and ACO's new home, Pier 2/3 in Sydney.

The research involves a series of stakeholder interviews, focus groups with different audience segments and an online survey of past and potential future attenders.

Image Credit: www.aco.com.au/

 
 

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Audience Research for the Sydney Jewish Museum

In 2022 and 2023, Patternmakers worked with the Sydney Jewish Museum on an audience research project to build a profile of past SJM audiences, and explore the motivations and barriers of potential new visitors.

In 2022 and 2023, Patternmakers worked with the Sydney Jewish Museum on an audience research project.

The goal was to build a profile of past SJM audiences, and explore the motivations and barriers of potential new visitors. The methodology included focus groups, interviews, a databases survey and a panel survey of museum goers.

The findings are informing the musuem's Master Plan and an audience development strategy for the next five years. The report includes segment profiles to inform programming and decision making at the museum.

Image Credit: sydneyjewishmuseum.com.au/

 
 

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Audience Outlook Monitor — 2022

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2022:

 
 
 

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Audience Research for Theatre Royal Hobart

In 2022, Patternmakers worked with Theatre Royal Hobart on an audience research project.

In 2022, Patternmakers worked with Theatre Royal Hobart on an audience research project.

The project aimed to build an audience profile of Theatre Royal attendees, increase attendances and reach more people, strengthen awareness and inform strategies.

The research involved desktop research of existing audience data, a series of stakeholder interviews, focus groups and an online survey. The results helped to develop a series of audience segments for Theatre Royal to continue and look to engaging in future, identify key opportunities and lay the foundations for an Audience Development Plan.

Image Credit: www.theatreroyal.com.au/our-venues

 
 

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Audience Research for the Museum of Australian Democracy

In 2021/22, we worked with the Museum of Australian Democracy at Old Parliament House (MoAD) in Canberra, on a visitor research project.

In 2021/22, we worked with the Museum of Australian Democracy at Old Parliament House (MoAD) in Canberra, on a visitor research project.

The research involved interviews, focus groups, workshops, and surveying of visitors and potential visitors, both locally in the ACT and interstate. The research provided a detailed visitor profile, set of personas and insights for improving engagement both on-site and online.

Image Credit: https://www.moadoph.gov.au/visiting/

 
 

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Audience Research for the National Library of Australia (NLA)

In 2021-22 we worked with the National Library of Australia on a follow-on project to a major program of audience research conducted in 2020-21.

In 2021-22 we worked with the Library on a follow-on project to a major program of research conducted in 2020-21.

The project aimed to track key indicators and explore the extent to which it had made progress on the recommendations related to current audiences and diverse segments including on-site visitors (intercepted) and diverse segments including Aboriginal and Torres Strait Islander people, Culturally and Linguistically Diverse (CALD) Australians and people living with a disability.

A nationally representative survey was undertaken, along with a series of focus groups and an on-site survey of visitors to the NLA's temporary exhibition, ‘On Stage: Spotlight on Our Performing Arts’.

Key insights and recommendations were identified in four areas, with the project culminating in a cross-Departmental workshop and report.

Image Credit: Prudence Upton

 
 

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Audience Research for Northern Rivers Performing Arts (NORPA)

In the months following the 2022 floods, we worked with NORPA on a phase of audience research to build a profile of its audiences, understand how they are changing over time and identify insights for its work in the next chapter.

In the months following the 2022 floods, we worked with NORPA on a phase of audience research.

The objectives were to build a profile of its audiences, understand how they are changing over time and identify insights for its work in the next chapter.

The project involved focus group discussions, an online survey and desktop analysis of available audience data. The results helped to define the unique characteristics of NORPA's audiences, and the impact NORPA has for individuals and the Northern Rivers community.

Image Credit: Kate Holmes

 
 

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Partnering with Abbotsford Convent's PIVOT program to provide research insights

Patternmakers is working with the PIVOT program at Abbotsford Convent, a program aimed at providing independent artists with resources and space as they adapt to a ‘post-pandemic’ sector

Patternmakers joined the PIVOT program at Abbotsford Convent last year, a program aimed at providing independent artists with resources and space as they adapt to a ‘post-pandemic’ sector. Our role was to equip participating artists with research insights and evaluation opportunities they might not have had access to otherwise.

Our role has involved facilitating discussions between participants, presenting audience research from the Audience Outlook Monitor, conducting depth interviews with lead artists, producing case studies, and conducting two surveys of lead artists, collaborators and audience members.

Look out for our final report, coming soon in April.

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Growing audiences at Sydney Observatory

We conducted visitor research for the Sydney Observatory with 2,000 Sydneysiders and tourists to understand motivations and barriers to attendance.

We conducted visitor research for the Sydney Observatory, including focus groups, mini group sessions and a survey of over 2000 Sydneysiders and tourists to understand motivations and barriers to attendance.

The insight derived from this research shaped the development of future Observatory events, programs and experiences. It informed decisions about branding, marketing, exhibitions, and programs for the future of MAAS.

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Audience Outlook Monitor — 2021

Patternmakers leads a major tracking study of audiences in partnership with US research agency WolfBrown.

Patternmakers led a major tracking study of audiences in partnership with US research agency WolfBrown.

Initiatied in the first weeks of the COVID-19 global pandemic, the study has evolved over time to explore topics like ticket-buying timelines, audience appetites for different content, and behavioural trends related to the cost-of-living crisis.

Patternmakers has partnered with Australia Council for the Arts, Create NSW, Creative Victoria, Arts Queensland, Department of the Premier and Cabinet (Arts SA), DLGSC WA and Arts ACT to deliver this project between 2020 and 2023.

Our 2020-2023 program of work helped artists and cultural organisations connect with audiences, tracking the way people engaged with arts, culture and creativity in the pandemic and post-pandemic landscape. Artists and cultural organisations needed to continually innovate the events they programmed, their marketing and their policies.

The work is regularly cited in the media and in major policy papers such as Revive, the Australia Government's National Cultural Policy. It is providing artists and cultural organisations with a resource to guide decision-making and forward planning, to help revitalise our communities.

Explore the Audience Outlook Monitor research launched in 2021:

Click below to view all of our past Audience Outlook Monitor publications:

Image Credit: Nicholas Smith, courtesy of Campbelltown Arts Centre.

 
 

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Sydney Audience Snapshot with City of Sydney

In 2020, we worked with the City of Sydney to report on findings from the Audience Outlook Monitor relevant to Sydney arts and culture audiences.

We worked with the City of Sydney to report on findings from the Audience Outlook Monitor relevant to Sydney arts and culture audiences.

The data was collected from over 2,000 past attendees of cultural events in Sydney, as a part of the Audience Outlook Monitor. This work provided insights about arts audiences, attendance and sentiment in the Sydney metropolitan Region.

Patternmakers also collaborated with a graphic designer on an innovative way to bring the qualitative findings to life, in a dynamic website with visual system for navigating by theme, artform and diversity segment. Visit the Visions for Culture page to explore the tool.

 
 

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Audience Research for Sunshine Coast Arts Foundation and Sunshine Coast Council

In 2020, we worked with the Sunshine Coast Council and Sunshine Coast Arts Foundation to undertake audience and market research.

We worked with the Sunshine Coast Council and Sunshine Coast Arts Foundation (SCAF) to undertake audience and market research.

The research heard from over 600 participants both living on or visiting the Sunshine Coast, to identify insights and opportunities for arts and culture events in 2020 and beyond. This involved designing and administering an online survey of audiences, conducting interviews with community and industry stakeholders, and focus groups with locals and visitors of different backgrounds.

We produced a report that highlighted key insights and outlined priority opportunities for market and audience development for the Sunshine Coast region.

Image Credit: www.scartsfoundation.com/portfolio-items/open-studios-sunshine-coast/

 
 

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Qualitative Research to Inform Strategic Activity for the Australia Council

We worked with Australia Council to undertake qualitative research to inform its strategic activity. The research involved a series of online and face-to-face focus groups with members of the public in regional and metropolitan NSW.

We worked with Australia Council to undertake qualitative research to inform its strategic activity. The research involved a series of online and face-to-face focus groups with members of the public in regional and metropolitan NSW.

The research aimed to inform the design of the National Arts Participation Survey (NAPS) and sense-checked the strategic priorities outlined in the new Strategic Plan.

The results provided valuable insights into the way Australians of various backgrounds engage with and perceive arts and culture, arts funding and its public value.

Image Credit: https://australiacouncil.gov.au/about-us/

 
 

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Musicians Survey for Create NSW

We worked with Create NSW to analyse the results from an online survey of NSW musicians and their representatives to assist in the development of the contemporary music strategy for the State.

We worked with Create NSW to analyse the results from an online survey of NSW musicians and their representatives to assist in the development of the contemporary music strategy for the State.

The results provided valuable insights into the experiences and perspectives of musicians living and playing music in NSW, and the various steps that need to be taken to support a strong music sector.

Image Credit: https://www.create.nsw.gov.au/arts-in-nsw/nsw-contemporary-music/

 
 

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Postcode Analysis for the Museum of Applied Arts and Sciences

We worked with MAAS to analyse postcodes of visitors to their exhibitions, Reigning Men and Star Wars identities.

In 2018 and 2019, we worked with MAAS to analyse postcodes of visitors to their exhibitions, Reigning Men and Star Wars identities.

These projects involved cleaning raw postcode data; mapping these postcodes to corresponding Local Government Areas (LGAs), key regions and countries using a geographic approximation method and data from the Australian Bureau of Statistics (ABS). The data was then represented in a monthly snapshot report.

The snapshots helped MAAS with its reporting requirements, and also helped inform marketing during the exhibitions.

 
 

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Visitor Research for Science Gallery Melbourne

We worked with Science Gallery Melbourne to conduct audience research for its exhibitions, BLOOD and PERFECTION.

In 2017 and 2018, we worked with Science Gallery Melbourne to conduct audience research for its exhibitions, BLOOD and PERFECTION.

These projects involved designing questionnaires to measure satisfaction, visitation, awareness, motivations and attitudes. Our analysis identified themes and patterns to establish baseline data about and support future opportunities. We also developed data collection processes for Science Gallery Melbourne’s staff to conduct fieldwork going forward.

Image Credit: https://annatregloan.com.au/science-gallery-melbourne

 
 

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