A Statewide Report on: PARTICIPATION IN THE ARTS. Prepared for: Arts Queensland CB Contact(s): Sharon Bird & Lisa Scott, Colmar Brunton Research Services Final Report: 18 th Sept 2006. CONTENTS. Overall Background, Objectives & Methodology. BACKGROUND.
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Prepared for: Arts Queensland
CB Contact(s): Sharon Bird & Lisa Scott,
Colmar Brunton Research Services
Final Report: 18th Sept 2006
The majority of this report is based on the quantitative stage, as quantitative research provides inferential power to draw conclusions about the general population, whereas qualitative research does not.
The qualitative stage provided findings upon which the quantitative stage was based.
Generally, the qualitative stage then gave insight as to what lies behind the findings of the quantitative stage.
However, it happens that differences may still exist between qualitative and quantitative findings. Where differences exist they are discussed in the body of the report.
All research is used to interpret the quantitative findings and to draw final conclusions & recommendations.
Where conclusions are based upon qualitative research - which has no inferential power – it is clearly indicated in the section header.
The conclusions and recommendations from the qualitative research can be found in Appendix I.
Qualitative Research Stage:
6 Focus Groups
2 x Interested Segment; Brisbane Metro
(1 x 18-30yrs; 1x 31-60yrs)
3 x Disinclined Segment; Brisbane Metro
(1x 18-30yrs; 1x31-45yrs; 1 x 46-60yrs)
1 x Mix Interested and Disinclined; Regional
Presentation and Quantitative
Online Survey: n= 429
50:50 Brisbane Metro: Regional QLD Respondents
Split between Interested and Disinclined Segments
Representative Spread of Age, Gender and other demography
Final Report and Presentation
* Total Surveys commenced incl. respondents screened out = 829
The major aim of the research was to investigate the Arts participation habits of the Disinclined vs. Interested segments and to explore the triggers and barriers to participation experienced by these segments.
However, certain parts of the report e.g. Use of information sources and general satisfaction with Arts venues, explore the data on a region by region basis, as this split provided a more appropriate basis for future development of Arts promotion strategies.
Throughout the report, where an area is explored by region, or segment, the results have been tested for statistical significance.
Where differences are significant a red circle is used to highlight this fact
Section 4 looks at awareness of and attendance at, venues around Queensland. It also deals with perceptions and experiences of venues around Brisbane and at a regional aggregated level.
Significant differences are circled in red EXCEPT where the slide deals with a mixed positive-negative scale. In this case significant differences are circled in green where they are more positive and in red where they are more negative. The purpose of this is to try and distinguish between a significantly more positive experience/perception and a significantly more negative experience/perception. This will become clearer when looking at the charts!
Social Inclusion Risk
Several major areas of risk which impact on the decision to participate and general feelings about the Arts were identified at the Qualitative stage. Across segments these have varying levels of influence.
Cost risk occurs where there is enjoyment or social or practical risk involved in participation
e.g. Having the right clothes to wear; Not understanding what everyone is talking about; Being culture specific
e.g. Being able to find food or parking close by; Having to travel further than for local entertainment; Getting wet.
e.g. Unfamiliarity with the genre or the Subject matter – may not like it or companions may not like it
Prepared to accept more risk
Prepared to accept less risk
High Risk, Individual Activity:
Generally introspective; people may choose to engage in these alone and they are artistically challenging. Social risk is high, there is pressure to understand the message in the display or the views of the people who are there. Practical risk may be moderate. Venues accessible i.e. open during the day and conveniently located.
High Risk, Social Activity:
Activities in which people engage to socialise and be highly entertained. They are probably expensive, they may be socially elite or have unfamiliar subject matter. The organiser might feel pressure that their companions do not like the event. They may be less practically accessible i.e. unsuitable timings with limited parking.
Low risk, Individual Activity:
Activities in which people can engage alone. They are free or cheap to do, are not socially elite and are practically accessible i.e. open during the day and conveniently located.
Low risk, Social Activity:
Activities in which people engage with a strong social purpose, but which are free or cheap to do. They are not socially elite and are practically accessible i.e. open during the day and conveniently located.
Outdoor Arts Festival
New Media Installations