Resources
Asking the Right Questions: Session 3
Your surveys tell you where your audiences come from and what they like and dislike about your organization, but do you want to know more? Define the how and why of your audience - what motivates them to come to you and what keeps others away. Methods like participant observation, “mystery shoppers,” and focus groups are just some of the ways that your organization can reveal the underlying motivations and attitudes of audience members. Check out the presentation from session 3 for more on qualitative research as well as ways to gain support within your organization for your research plan. Link to resources from Session 1 or Session 2.
Qualitative Research Methods and Wrap up
Here’s an example of an executive summary developed by one of the learning circle participants, Tim Horsburgh of Kartemquin Films, with the assistance of our AEE instructors. Brenda and Kelley helped him think through his research plan starting with a broad research question and finishing with a sample executive summary that highlights research goals, actions and impact.