Mix It Up Project Report: Building New Audiences - Multicultural Arts ...

Appendix 3: Audience Analysis Discussion Guide
Introduce self and purpose of group….
Thank you for coming.
Mix It Up Research Project 2006
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Centre For Leisure Management Research
Explain purpose of group – The Arts Centre recently had a program called Mix It Up which included
music, theatre and exhibitions to celebrate cultural diversity. You all attended one of the performances
and we are keen to talk about your experience.
For those of you who haven’t participated in a focus group before just a couple of things to note:
• one person to talk at a time
• frank and honest opinions is what we are looking for
• if you hold a different view or have a different approach speak up, and
• everyone needs to be involved.
Discussion is being taped [and people viewing/attending], however your confidentiality is assured. The
group will go for about 2 hours.
Group introduction …
I would like you all to introduce yourself by way of:
• First name
• What performance you attended
• How often you come to the Arts Centre
• Other cultural performances attended in the past year
Drivers of attendance…
How did you first hear about the performance?
- How do you typically hear about performances at the Arts Centre?
What motivated you to attend?
- Why was this performance so appealing?
- What other performances such as this have you attended in the past?
Who made the arrangements for you to attend – such as buying tickets, making arrangements
to meet others?