Patternmakers Patternmakers

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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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 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 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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Evaluating the MCA's Art Parcel for primary school children

We’re working with the MCA to evaluate the Art Parcel, an at-home art-making kit for primary school children in NSW, designed for the NSW Government’s Creative Kids vouchers.

We’re working with the MCA to evaluate the Art Parcel, an at-home art-making kit for primary school children in NSW, designed for the NSW Government’s Creative Kids vouchers.

Produced in collaboration with MCA Collection artists Raquel Ormella, the parcel was designed to get kids thinking creatively and talking about the issues that matter to them.

Patternmakers conducted a questionnaire and focus group with Art Parcel buyers, and also provided Art Parcels to five externally-recruited participants for a paired interview with themselves and their children. We’re also speaking to social workers and school principals who recieved free Art Parcels from the MCA to disseminate through their organisations.

Image: MCA Art Parcel, 2021. Photograph: Jacquie Manning.

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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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Research Framework and Data Roadmap for Canberra Glassworks

In 2020, we worked with Canberra Glassworks to develop a research framework and data roadmap for the organisation.

We worked with Canberra Glassworks to develop a research framework and data roadmap for the organisation.

The project enabled Canberra Glassworks to agree on a measurement approach for their board for their new Strategic Plan.

Image Credit: canberraglassworks.com/visit/

 
 

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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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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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Review of Touring and Engagement for Creative Victoria

In 2018, we worked with Creative Victoria to explore how the touring environment should evolve to better meet the needs of communities across Victoria and ensure future models are evidence-based.

In 2018, we worked with Creative Victoria to explore how the touring environment should evolve to better meet the needs of communities across Victoria and ensure future models are evidence-based.

We gathered data from over 200 touring stakeholders via an extensive series of depth interviews, six open forums across the State with 56 individuals, and a stakeholder survey.

We provided Creative Victoria with recommendations for new touring and funding investment models in order to ensure that the Victorian State government is able to realise its state-wide strategic objectives.

Image Credit: creative.vic.gov.au/funding-opportunities/find-a-funding-opportunity/touring-victoria

 
 

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Audience Research for UTS ART

We worked with the UTS Sydney across two projects within UTS ART.

In 2017 and 2018, we worked with the UTS Sydney across two projects within UTS ART.

The first was to conduct audience research to identify opportunities to grow the contribution of art to the University. This involved qualitative research and an online survey to develop a quantitative profile of visitors. Over 500 people participated in the research. Our analysis identified themes and patterns in visitation and audience experiences, highlighting opportunities for art on campus.

The second was to conduct stakeholder research to help guide the strategic objectives of UTS ART. This involved conducting strategic workshops and consultations and identified priority opportunities for the new role of UTS ART.

Image Credit: https://www.uts.edu.au/current-students/news/picture-health

 
 

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Evaluation of the GENEXT Program at the Museum of Contemporary Art

In 2018, we worked with the Museum of Contemporary Art to evaluate their GENEXT Program, a festival-style event for people aged 12-18 years featuring live music, performances and art-making and interactive experiences.

We worked with the Museum of Contemporary Art to evaluate their GENEXT Program, a festival-style event for people aged 12-18 years featuring live music, performances and art-making and interactive experiences.

We explored how GENEXT impacts individuals in real time and later in life through a series of interviews with key stakeholders, two focus groups, a series of observations, and a survey of over 1,000 past and present GENEXT attendees.

Our research showed important that GENEXT positively impacts young people’s mental health and well-being while also helping them to cultivate their creativity and experience a sense of belonging.

Read about or download the report below:

 
 

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Sydney Observatory Research for the Museum of Applied Arts and Sciences

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.

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.

Image Credit: https://www.maas.museum/sydney-observatory/

 
 

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Audience Research and Development Plans for four regional arts facilities in Victoria

In 2017 and 2018 we worked with four regional arts facilities in Victoria on new audience development plans, with support through Creative Victoria's Full House Program.

In 2017 and 2018, we worked with four regional arts facilities in Victoria, The Cube, COPACC, Castlemaine Art Museum and Horsham Town Hall, on new audience development plans, with support through Creative Victoria's Full House Program.

To deliver the audience development plans, we first undertook research and analysis into both current audiences and segments of the wider community. This involved a questionnaire design for an online survey, as well as conducting interviews with community leaders, and focus groups with members of the public.

We subsequently facilitated an interpretation workshop and audience development planning process for each facility to build evidence-based strategies. We worked with each organisation to implement the plans, monitor and evaluate progress.

Image Credit: www.visitmelbourne.com/regions/the-murray/see-and-do/art-and-culture/performing-arts/the-cube-wodonga

 
 

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