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IDEA Phase 1 Orchestra Survey Cohort Sampling Form

Welcome and Thank You For Your Time

Audience Outlook Monitor - IDEA Study Phase I Sampling
 
Thank you for joining the orchestra cohort of the IDEA Study. Participating orchestras will send out email messages requesting cooperation with the survey, using a stratified sampling approach described below. Each orchestra must advise WolfBrown as to their sampling plan (i.e., the number of email addresses within each of the three categories or “samples” to which they’ll send messages).
 
  • Sample 1: Diverse Program
    Individual ticket buyers to programs intended for culturally diverse audiences, typically featuring non-classical or hybrid musical styles or observing special events (e.g., Gospel, jazz, Día de los Muertos concert, Lunar New Year concert)
  • Quantity:  minimum of 500 and no maximum
     
  • Sample 2: Diverse Artist
    Individual ticket buyers to classical programs featuring diverse guest artists and/or conductors and/or repertoire; in this case the artistic diversity should be a defining or primary feature of the program (e.g., a concert of works by Florence Price)
    Quantity:  minimum of 500 and no maximum 

     
  • Sample 3: General Programming
    Natural mix of subscribers and individual ticket buyers to classical and pops concerts, purged of Samples 1 and 2
    Quantity:  minimum of 1,000 and maximum of 10,000 (shoot for at least 3,000, if possible)

Generally, we suggest a look-back period of transaction activity from 9/1/2020 to the present date. Smaller orchestras might extend the look-back period to 9/1/2019.

If you are unable to achieve the 500 minimum count of records for Sample 1, consolidate Sample 1 into Sample 2. If you are unable to achieve the 500 minimum count of records for Sample 2, consolidate all emails into Sample 3. Thus, some orchestras will only send messages to one or two samples/lists.
 
(As a point of information, in our pilot test with the Detroit Symphony Orchestra response rates ranged from 5% to 10% for these three groups. Two emails were sent, an initial message and a second reminder message approximately four days after the first one. The reminder message generated an additional 25% to 35% of all responses, and is highly recommended.)
How many emails will you be using for each sample? (If you will not be sending all three samples, please put a zero for the ones you won't be sending) *This question is required.