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Audience research and resources

Creative New Zealand commissions research in audience and market development to help inform and drive our development programmes but also for use by arts organisations in their own work.

New Zealanders and the arts: Attitudes, attendance and participation

New Zealanders and the Arts 2008 (pdf 2.3MB)

New Zealanders and the Arts 2005 (pdf 4MB)

Creative New Zealand is currently conducting the third three yearly survey on New Zealanders and the Arts. Attitudes, attendance and participation in 2011. This year Creative New Zealand will be able to measure a six year trend analysis (2005 to 2011), drawing on a wealth of insight into how and why New Zealanders engage in the arts.

As part of the 2011 survey, Creative New Zealand will be adding Culture Segments, a new segmentation system for culture and heritage organisations developed by arts consultancy Morris Hargreaves McIntyre. The results of Culture Segments will enable arts organisations to target audiences more accurately with specific marketing propositions that get to the heart of what motivates attendance

Audience 360º

Audience 360˚ is a project that aims to help performing arts organisations and venues to grow and diversify their audiences. It does this by allowing them to mine information from a vital resource: box office data. The annual Audience Audit report and data analysis gives a valuable insight on the arts sector’s audiences’ profiles, behaviours and economic value. Read more about Audience 360º.

Full House: Turning Data into Audiences

A ticketing and marketing manual written by Roger Tomlinson and Tim Roberts, with contributing author Vicki Allpress Hill. It assists arts and entertainment organisations to maximise the data they collect on customer transactions and  behaviours. FULL HOUSE was commissioned by Creative New Zealand in partnership with the Australia Council for the Arts.

Download three sample chapters (pdf 960kb)

OR order a copy (NZ$24.95 incl GST)

Asian Aucklanders and the Arts

Asian Aucklanders and the Arts (pdf 1.3MB)

Creative New Zealand, Auckland City Council and ASB Community Trust commissioned Colmar Brunton to undertake a qualitative study with Asian peoples about their engagement with the arts in the Auckland region.

Research into diversity

In collaboration with arts sector and local government partners, we commission and publish research to promote greater understanding of diversity in New Zealand. This research allows us to develop tools for arts organisations to better market themselves to wider audiences, increasing participation in the arts by New Zealand's diverse communities. Find out more in Understanding diversity.

Resources from 21st century arts conferences

The 21st Century Arts Conference is an annual event attended by arts leaders, managers and marketers from arts organisations. Resources from these conferences can be found on 21st Century Arts conference.

More marketing and audience development case studies and resources: