Market Research

Current Areas of Inquiry

Understanding audience behaviors during Covid-19: WolfBrown is leading the cultural sector nationally and internationally in providing cultural organizations with current information on demand for live programs.

Research and development of digital, immersive, and virtual programs: WolfBrown is committed to providing arts organizations with the market insights and research needed to inform investments in new products, especially as the competitive threat from commercial producers grows ever more apparent.

Engagement: With the erosion of advance purchase behaviors, we are an active thought partner with our clients in interrogating the ideas of “loyalty,” “affinity,” and “engagement”–how they can be harnessed, and how to measure them.

Arts and cultural organizations and agencies draw on WolfBrown’s market research and analysis to build demand for artistic programs.

WolfBrown has pioneered applied market research methods to assist arts and cultural organizations in gaining insight into their customers and marketplaces. This research informs both strategies and tactics to enhance impact and improve operating results. Our research draws on a wide range of quantitative and qualitative research designs and analytical methods. We have developed expertise in all forms of survey research and in qualitative methods such as participatory interviewing, observational research, experiential tours, and accompanied visits.

With every market research and audience research project, WolfBrown seeks a deep collaboration with our clients to achieve the clarity of purpose and trust required to ask difficult questions and the fortitude necessary to act upon the results. Through countless audience and visitor studies for a broad range of agencies and institutions, we’ve gained a high level of understanding of trends in cultural participation, buyer behaviors, and preference discovery—as well as decisive insights into the rapidly changing tastes of cultural consumers.

Our newsletter and community of practice surrounding the Audience Outlook Monitor program provides both affordable, opt-in surveys and free community learning.


  • Audience and donor studies of all kinds, including segmentation analysis
  • Impact assessment and customer feedback systems
  • Brand studies, perception studies, and stakeholder engagement
  • Product development studies and concept testing for new product lines
  • Prospect research, market quality analysis, and competitive analysis