A major American symphony orchestra created a new series designed to attract and engage new—especially young—audiences to its live programming. The series featured mixed-genre musical collaboration, an event-like atmosphere, and an array of features to bring a fresh, social energy to the event (such as food, drink, local bands playing in the lobby). The orchestra asked Slover Linett to design and conduct an audience research study to learn from and explore audience reactions to this experiment.  To identify the successes and opportunities of the series, we needed to understand how specific concert elements contributed to the overall experience, and whether there were any roadblocks along the way that might prevent attendees from positively relating to the experience—and the institution more broadly.  To do so, we designed a multi-step qualitative exploration in which we recruited non-attendees to attend a concert in this series and map their experience for us through interactive group conversations, focused on how they formed their impressions of the orchestra.  We also went out into the city on an ethnographic mission to explore the variety of energy and emotional connections emerging in live music interactions of all genres and venues—from avant garde performance art to improvisational jazz to small chamber ensembles.  Our research findings spanned the tactical to strategic, helping to inform both the refinement of this series as well as the marketing team’s positioning and communications for the series.  Ultimately, we helped the orchestra develop a deep understanding of the core audience for this series, their motivations, and the elements of the experience that they care most about. With time and cultivation, the institution hopes to extend this concert series into a platform for a long-term, ongoing relationship with new (especially younger) audiences.  The research has also inspired the staff to infuse more audience-centric elements into other concert formats and series.    

Latest Tweets

"Audiences aren't monolithic. How can we think about the experiences we offer in terms of what those different audience segments need?"

@PLinett is excited to lead a session at @OrchLeague's mid-winter meeting. Registration remains open - details below:

League of American Orchestras

Welcome to the League of American Orchestras, dedicated to advancing the orchestral experience for all.


"We seek to expand the range of perspectives, life-experiences, & identities on our team, so that we can learn more about, & work to get better at, using research as a tool for greater equity, inclusion, & innovation in the cultural sectors."

Join us!

Growing our team…and looking outside the box: Two great positions open | Slover Linett


We are kicking off the new year with growth in mind & are excited to announce the openings for a Researcher & a Research Coordinator at Slover Linett.

More info, including salary range & benefit details, below:
#audienceresearch #Hiring

Growing our team…and looking outside the box: Two great positions open | Slover Linett


Reading eulogies to philosopher Roger Scruton. While admiring his passion for the #arts, let's also say a permanent goodbye to his (& his generation of conservative critics') claim that #classicalmusic & the Western tradition have unique access to transcendance, greatness, value.

Load More...

Let's stay in touch. Sign up for our newsletters.