Many of us need to conduct marketing research, and knowing how to get the best from our brief, and our budget, is invaluable information. During this half day seminar arranged by the Arts Marketing Association as part of a national tour, Liz Hill eloquently conducted us through the rudiments of commissioning market research before allowing us the opportunities to examine and discuss sample briefs.
For me the most interesting points of consideration were Liz’s initial questions:
The research problem is the area that needs investigation, and by being specific you can set the limits and scope for your research.
The research decision consists of the decisions you may have to make once your results are published, for example financial outlay for new equipment, training, investing in staff and changing a programming policy.
Liz stressed the need to embrace the results of your research, even if they tell you something you don’t want to hear.
I was also taken with the practical exercise that followed, when, as groups, we took on the roles of researchers and clients to discussed the merits and flaws of a sample brief. This really hammered home what to look out for to deliver a useful and workable research brief.
Liz’s seminar accompanied the launch of her new book Commissioning Market Research published by the Arts Marketing Association. This is an invaluable tool for anyone wishing to undertake research and includes an example of a clear concise brief, thankfully one commissioned by the AMA.
The book, price £10 (AMA members £7.50) is available from:
SAM’s Books, Chaldon Court, Church Lane, Caterham, Surrey, CR3 5AL; t/f 01883 345011; e: books@sam-arts.demon.co.uk; w: www.sam-arts.demon.co.uk
2002-2008 © Audiences South West