Missing Audiences Ireland - survey
The Missing Audiences Ireland survey is designed to:
- help cultural organisations discover why some previously frequent audiences and visitors have not yet returned since Covid
- measure overall audience confidence levels and appetite for safety measures
- reassure audiences and visitors, and facilitate open conversation
- give organisations the information needed to create impactful and targeted re-attendance campaigns and keep audiences at the heart of future plans
Missing Audiences is FREE to take part in for Irish organisations; and have access to your results in real time and you’ll also be part of an Irish benchmark, building up a picture of cultural audiences across the country for the benefit of all.
The survey is operated for organisations in the Republic of Ireland in association with Theatre Forum.
The survey will be open from Mon 16 May - Tue 31 May.
FAQs for participating organisations
What are the survey questions?
The survey questions are available to download or view via the test link:
Who should we send it to?
Depending on your usual email open rates, we recommend sending to at least 1,000 people - either through your mailing list or to a list of previous bookers.
Ideally it would go to a mixture of those who HAVE returned since you reopened and some who HAVE NOT. If you only have a mailing list, and aren’t sure who has re-attended, the survey is designed to ask questions to determine that, so you could send it to your full mailing list, with an appropriate covering email.
What should I say in the email?
We’ll provide you with a template email for you to use or adapt to suit your organisation - or of course you're welcome to write your own.
How long will the survey run?
We want to ensure we can get the research out as quickly as possible, so we're currently planning for the survey to run from Mon 16 May - Tue 31 May.
When should we send it out?
You can send out the survey whenever you like during the research period, but we recommend sending it in good time to give your audiences time to respond. You can also send a reminder email during that time if you’d like to.
How are the responses captured and how do I see my results?
We provide you with a specific link for your organisation that you will email out to customers. Once they click on this link their responses are recorded in our survey software. The results are available for you to see in real time through another link which we will send you for that purpose.
The results from your attenders are then aggregated with responses from all other organisations and used to create reports for the sector on the overall results. We will not share the responses for your individual organisation with anyone else – the results we share will always be the aggregated results so that no organisation can be individually identified.
Is there a deadline for signing up?
You can join the research at any time during the collection period.
Which types of organisations can take part?
Missing Audiences is designed to be used by any kind of cultural organisation which has previously offered audiences a live in-person cultural experience - including theatres, touring companies, arts centres and many more!
We are currently open to organisations in the Republic of Ireland.
If you are based elsewhere, please get in touch and we’ll see if we can help.
What are the GDPR implications?
We do not touch, or collect ANY personal data. As you send out the link in an email from your systems, we have no contact with customer email addresses, and the data that comes back into our software is NOT regarded as personal data, as there is no identifiable data in the responses.
If you, or any of your colleagues have any concerns about this, please get in touch.
Are audiences tired of filling out surveys?
Over the last 2 years audiences have been very supportive of research done by the cultural organisations they love and have given their time willingly in huge numbers when organisations have explained why their answers are so important.
This survey is not intended to replace your post-visit surveys so if you’re able to target this only to those people who haven’t returned there shouldn’t be any crossover.