Audience Research – First Steps

Berlin, 17. & 18.09.2012

On September 17th and 18th representatives from Theatron Partner Theatres convened at Free University Berlin for a Kick Off in the collaborative effort on joint audience research and marketing within Theatron.

The workshop started on input from Achim Müller (FU Berlin) on integrated audience research in audience development and from Christian Have (Have Communications) on relationship-oriented marketing and media platforms. Experiences in partner theatres were exchanged and the cornerstones for activities in marketing and audience research in Theatron were established.

From the workshop the focus points of activities in Theatron on audience research and marketing were set to to be:

  • Integration of (social media) marketing and (mixed-method) audience research into organisational and artistic processes.
  • Transforming theatres into newsrooms / media platforms
  • Implementing and evaluating social (media) network campaigning
  • Developing a toolkit for research on new audiences
  • Action research on the impact of audience development and marketing activities
  • Understand the development from first to habitual visits
  • Establishing an integrated concept of value and relationship
  • Evaluation and successful paths in audience development


 Written by Achim Müller from Freie Universität Berlin


Theatron Network – Engaging New Audiences © 2017 All Rights Reserved

The Theatron Website is administered by the DaVinci Institute (

Designed by WPSHOWER

Powered by WordPress