Dr. Jegar Pitchforth

Using data to connect artists with their audience

 

Queensland enjoys a vibrant classical music scene, thanks in part to the work of its State orchestra. While the Queensland Symphony Orchestra (QSO) has popular support from the community, the necessities of running a large musical organisation require the orchestra to also be dependent on State and Federal funding.

 

With budgetary restrictions across all areas of the arts, State orchestras are under increasing pressure to demonstrate their validity and impact within the community. In order to measure their relationship with their audience, QSO employed me under contract through QUT to design and analyse a new annual audience survey.

 

Questionnaires were developed based on a combination of scientific literature and complex systems modelled created in collaboration with orchestra stakeholders. The result was a model-based survey that produced data that could be directly applied to simulation models.

 

These questionnaires were distributed over two consecutive orchestral seasons, allowing for an in-depth analysis of the impact of marketing and artistic decisions made following the initial survey. The results demonstrated that the data-driven decisions taken by the orchestra had resulted in both a closer relationship with new audiences and an increased impact among existing audiences. This has both drawn in new revenue streams from younger audiences as well as justifying the funding provided through public funds.

 

This contract drew to a natural close following the delivery of designs for the questionnaire and analysis plan, allowing the orchestra to monitor their relationship with their audience year to year.