Audience Research – Strategy Development and Resource Management

Over the course of a three-part workshop series, Audience Research Made Easy, we will deal with central questions from the field of audience research on a step-by-step basis. How well do we know our own audiences – and how can we use this knowledge expediently? The goal of the series is to develop a practical understanding of how more valuable knowledge about the audience of the independent performing arts community can be obtained, as well as to sustainably strengthen and further develop the relationship to the audience.

The second workshop focuses on the questions: How can specific strategies be created from findings? Building upon the workshops on data collection and data assessment, the third part will focus on the transferring of the results into practice. We will deal with the question of how realistic goals and measures can be developed from the insights that have been gained – from the selection of the programming all the way to the communication with the audience. In doing so, a focus will be placed on the resources: which additional means can be acquired in order to be able to realize new strategies? How can existing resources, no matter whether these are budget, personnel or time, be used efficiently and sustainably?

The goal of the workshop is to provide tools for a strategic approach that are based on data and insights and which, in doing so, keep an eye on the available resources. This will result in a foundation with which an orientation toward the audience can not only be kept in mind, but also realized effectively.

Registration

Participation in the workshops is free of charge. Please register by February 9, 2026, at publikum [at] pap-berlin.de (publikum[at]pap-berlin[dot]de). We recommend taking part in all three workshops. The individual workshops can, however, also be attended independently from each other.

The workshops will take place online via the Ecosero platform (https://www.ecosero.de/. No download is required. The access link will be sent a few days before the event after registration.

Language

The workshops will be held in German spoken language.

Contact

If you have specific questions about the individual topics or the organization of the events, please contact Sarah Stührenberg in advance at sarah.stuehrenberg [at] pap-berlin.de (sarah[dot]stuehrenberg[at]pap-berlin[dot]de) or by phone at 030 / 20 45 979 14.