This guidebook is based on work with a diverse set of arts organizations. All undertook multiyear audience-building initiatives. It also draws on literature reporting broader research practices.

Its goal: to help organizations learn how to conduct audience research to support their efforts. It was born out of strong evidence that such research can strengthen these audience-building initiatives by helping institutions understand how to build meaningful connections with different groups.

The guidebook illustrates how research can support three key audience-building tasks:  

• Learning about potential audiences
• Creating more effective promotional materials
• Tracking and assessing progress toward audience-building objectives.