Culture Track: Canada —
dedicated to addressing the most pressing challenges facing the worlds of culture and creativity
As part of Business / Arts’ strategic vision to align and serve a changing arts landscape, it saw an opportunity to do a widespread research project to collect valuable data to better understand the shifting patterns of cultural consumption and audiences, to inform how Canadian arts organizations can better serve them. In partnership with B/A, LaPlaca Cohen, and Nanos Research, Willendorf co-produced Culture Track: Canada, a landmark study of over 6,000 Canadian culture goers, the first Canadian study of its kind in over two decades.
Willendorf’s focus was to ensure the framework which was built by LaPlaca Cohen was sensitive to differences between Canadians and Americans. Willendorf’s focus was also to ensure that young voices and diverse voices were represented in the process of building out the survey instrument and its dissemination. The study was released in 2018 at ABX, B/A’s annual conference, produced by Willendorf.
Audience and Market Research
Launch Strategy and Messaging