Starting point
This note grows from earlier academic work on cultural marketing for children and families. The original material is still being reviewed and digitised, so this page does not pretend to reproduce a completed study. Instead, it makes the research territory, questions and analytical framework visible.
Questions worth asking
A practical audience lens
What to investigate next
A current audience study would combine:
- interviews with parents, carers and cultural programmers;
- observation of the full family journey before, during and after attendance;
- comparative analysis of theatre, museum, cinema and other family cultural offers;
- ticketing, schedule, pricing and communication patterns;
- search, social and recommendation behaviour around family plans;
- segments based on motivations and barriers rather than demographics alone.
The useful output would not be a generic persona deck. It would be a clearer map of why different families choose, hesitate, attend and return — with implications for programming, communication and audience development.
Why this question matters
The question connects culture, childhood, audiences, behaviour and commercial or institutional decision-making. What first appears to be a marketing problem becomes more useful when treated as an audience and experience problem.