In December 2008, Berlin Senate Chancellery (Department of Cultural Affairs) and Berlin Tourismus Marketing launched a new visitor research project in six major arts institutions. The system is unique in Germany and sets new standards in long-term audience research, comprehensive benchmarking and market research for cultural tourism. The questionnaires used for surveys were standardized, thus allowing direct comparisons of individual arts institutions’ data.
The Center for Audience Development supported the implementation of the new system during all stages of development. The ZAD carried out a study on existing visitor monitoring systems, composed a specification sheet to support the request for proposal and helped during the selection of development services. Moreover, the ZAD assisted during the development stage and the acceptance of the system.
After one year of operation, ZAD evaluated the function and utilization of the new system.