Major University Presenters Consortium
In one of the largest studies of performing arts ticket buyers ever undertaken, WolfBrown conducted an online survey of almost 60,000 ticket buyers and donors across 14 university campuses. The goal of the study was to better understand the attitudinal dimensions of arts attendance and to develop new segmentation models for ticket buyer and donors, based solely on their values, motivations, and preferences for various art forms. For example, the study found that purchase behaviors paint a very incomplete picture of preferences, and that preferences, not purchase behaviors, should be the basis for target marketing in the future. The study produced a 10-segment model of ticket buyers (incorporating 59 individual variables) and a five-segment model of donors based on their motivations for giving. Results may be downloaded for free from the WolfBrown website.