ABSTRACT
THIS CHAPTER IS written from my perspective as a practising arts marketing and qualitative research consultant with over fifteen years experience in the cultural sector. Throughout the early years of my career as a venue arts marketer, I became increasingly frustrated with the cyclical treadmill of ‘selling’ cultural product. I was drawn to a career in the arts because of my passionate belief in the value of cultural engagement, and yet mainstream arts marketing seemed ‘soulless’ and out of touch with the ‘value’ of its cultural product offer. What changed the course of my career – and it was truly a light bulb moment – was the realization that in order to develop and grow audiences, it is essential first to seek to know and empathize with them. Thus began my journey into ‘qualitative consultancy’; the marrying of qualitative research insight with marketing consultancy.
