News from Oct 28, 2014
During a workshop on 9th and 10th October Achim Müller, head of the Center for Audience Development of the Institute for Arts and Media Administration, and the Stadsteater Uppsala developed the main points of a research project that is supposed to identify the leverage points responsible for gaining new audiences. The research process will start in January 2015. It will include about 30 group discussions and individual interviews with target groups with backgrounds related to theater as well as with those who usually do not belong to the common theater audience.
The Center for Audience Development will guide some of these interviews and discussions as well as train students and employees of the theater of the long-standing university town of Uppsala. Thus, the employees of the theater will prospectively be able to conceptualize and conduct such studies by themselves. The project is part of “Theatron”, a large project sponsored by the EU. In this framework it is possible to develop strategic knowledge and expand the competences for future activities of the Stadsteater Uppsala.