The audience research available to us has, up to now, provided only a few figures and qualitative insight for the independent performing arts. Data-based strategic development, however, can be extremely valuable to cultural institutions and culture makers. Over the course of a series of events for professionals and other measures, the Berlin Performing Arts Program supports members of the independent performing arts community in getting to know their audiences better by deepening the knowledge as well as the discussion regarding methods of audience surveys, audience research, audience engagement as well as community building and outreach.

The goal is to investigate assumptions regarding the audience structures of performance venues and groups using systemic data collection and to make it easier for decision-makers to develop informed strategies for their structures. Regularly collected and meaningfully evaluated data save resources, create transparency and form a solid basis for proactive problem-solving through the recognition of trends. 

Current Events

Workshop Series: Audience Research Made Easy

How well do we know our own audiences – and how can we use this knowledge expediently? Over the course of a three-part series of workshops, we will deal with central questions from the field of audience research on a step-by-step basis. First of all, we will focus on what information about visitors is relevant for the diverse performance venues of the independent performing arts community and how this data can be collected most effective (and with realistic resources). After this, we will turn our attention to the assessment: how can data be structured, patterns recognized and results prepared in such a manner that they can open up specific perspectives for action? In the third part, we will turn our focus to the strategic realization: how can the insights obtained be transferred into specific measures, which resources are required in order to be able to do so, how can additional means be acquired or how can existing resources be used precisely? 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.

Workshop 1: Audience Research – Data Collection in Practice

December 3, 2025, 10:00 am – 12:30 pm, online

Who attends the performance venues and events of the independent performing arts community – and for what reasons? What needs, expectations and experiences do audience members bring with them? And who are we failing to reach with our programming? In the workshop, members of the independent performing arts community will enter into conversation with each other: what information about my visitors do I want to obtain as a performance venue? How can this data be collected must expediently? What methods, from surveys all the way to conversations or digital tools, are suitable for which purposes? Together, we will explore practical approaches and reflect upon which methods are appropriate for the individual structure, venue or production.

The goal is to develop an understanding of how data collection can not only deliver sober numbers, but also provide valuable insights for being able to further develop opportunities and to sustainably strengthen the relationship with the audience.

More information on how to register is available at: https://pap-berlin.de/en/event/audience-research-data-collection-practice

Workshop 2: Audience Research – In-Depth Assessment

January 14, 2026, 3:00 pm – 5:30 pm, online

What conclusions can be drawn from the data that has been collected – and how can this be made usable for one’s own work? Building upon our workshop on data collection, we will dedicate ourselves to the specific assessment in this second step. On the basis of examples, we will practice structuring data, filtering out central insights and presenting the results in a clear manner. We are asking: what patterns and tendencies can be recognized? How can qualitative responses (e.g. from conversations) be expediently combined with quantitative data (e.g. from surveys)? And how can the results be prepared in such a manner that they are relevant for the further development of programs, opportunities and communication strategies?

The goal of the workshop is to develop a practical understanding of how assessments can avoid coming to a standstill as columns of figures and instead provide specific impulses for the daily work with the audience.

More information on how to register is available at: https://pap-berlin.de/en/event/audience-research-depth-assessment

Workshop 3: Audience Research – Strategy Development and Resource Management

February 11, 2026, 3:00 pm – 5:30 pm, online

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.

More information on how to register is available at: https://pap-berlin.de/en/event/audience-research-strategy-development-and-resource-management