Nieuwe publicatie: How audiences perceive the value and sharing of data
Visitor data have a major impact on the cultural sector. By gathering and analysing visitor data, marketers in the cultural sector can reach out to a larger and more diverse audience. The question remains, however, how much of their personal data cultural visitors are willing to share with the cultural sector and what they expect in return. To answer these questions, Bureau Lahaut was commissioned by Into Culture to speak to a diverse group of Dutch cultural visitors. The participants in this study visit at least one cultural institution per year, such as a cinema, theatre, concert hall or museum. They were asked about their willingness to share their data with the cultural sector, their experiences with cultural streams and their expectations for an online platform that offers cultural content. The study has resulted in various important insights.