To learn something 53 15% For reflection 35 10% For a special occasion 34 10% For professional reasons 34 10% It would make me think 28 8% For academic reasons 15 4% For peace and quiet 14 4% Someone I knew was performing/exhibiting 12 3% Not my choice/a gift 11 3% To entertain my children/grandchildren 10 3% To educate or stimulate my children/grandchildren 6 2% It was accessible 5 1% Another reason (edited) 4 1% I can’t remember 3 1% 344 Figure 2: Why did you go to that event? - word cloud Morris Hargreaves McIntyre divides these motivations into four key drivers: Social: shared experience, entertainment, a change from the norm Intellectual: self-improvement, knowledge and understanding, mind expansion, cultural identity Emotional: escapism, aesthetic and emotional stimulation, a feast for the eyes and ears Spiritual: soul food, inspiration, transcendental experiences Eight out of ten respondents selected at least one motivation from the Social driver category. Table 20: Why did you go to that event? - by key driver type No. of % of Driver respondents respondents Social 257 79% Emotional 185 57% Intellectual 150 46% Spiritual 125 39% Total respondents 324
To learn something 53 15% For reflection 35 10% For a special occasion 34 10% For professional reasons 34 10% It would make me think 28 8% For academic reasons 15 4% For peace and quiet 14 4% Someone I knew was performing/exhibiting 12 3% Not my choice/a gift 11 3% To entertain my children/grandchildren 10 3% To educate or stimulate my children/grandchildren 6 2% It was accessible 5 1% Another reason (edited) 4 1% I can’t remember 3 1% 344 Figure 2: Why did you go to that event? - word cloud Morris Hargreaves McIntyre divides these motivations into four key drivers: Social: shared experience, entertainment, a change from the norm Intellectual: self-improvement, knowledge and understanding, mind expansion, cultural identity Emotional: escapism, aesthetic and emotional stimulation, a feast for the eyes and ears Spiritual: soul food, inspiration, transcendental experiences Eight out of ten respondents selected at least one motivation from the Social driver category. Table 20: Why did you go to that event? - by key driver type Driver No. of respondents % of respondents Social 257 79% Emotional 185 57% Intellectual 150 46% Spiritual 125 39% Total respondents 324
Audiences-in-Waiting-survey-report-final.docx