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Hippodrome at France-Merrick Performing Arts Center Baltimore Tiltshift Photo: A.Currell

Quality Metrics

Future Music Festival 2013 — Photo: Eva Rinaldi

Evaluating an example cultural event

The organisation used Culture Counts to survey people attending the event over two weeks in April. 217 members of the public and four peer assessors were surveyed to find out what they thought of the event.

Each survey contained seven ‘dimension’ questions, asking the public about their experience of the event. Peer and self-assessors were asked an additional three questions. These artistic quality dimensions have been developed with the arts sector to measure the impact and value of arts and cultural events.

Public Assessment

Teatro Broadway — Photo: Floadgrip's world

Who completed the survey?

Survey respondents were asked to provide their age, gender and postcode at the start of the survey. This enables data to be matched to the wider population and responses to be filtered to understand differences in demographics. The charts show the proportion of survey responses captured for each of the age and gender demographics.


The majority of respondents were female (59%) and the largest proportions were in the 30-39 age cohort (33%) and 40-49 age cohort (23%).

The majority of respondents were locals from Perth (62%) with large numbers coming from the suburbs of Highgate (6%) and Murdoch (5%).

Performing Arts Center, San Luis Obispo — Photo: Performing Arts Centre, San Luis Obispo

Who has attended before?

Respondents were asked whether they had been to a event by this organisation before. This informs expectations and helps organisations to better understand the background and prior knowledge levels of their audiences.


Attendance was almost evenly split between new and returning attendees, indicating the event is doing well at both bringing back attendees and attracting new audiences.

Venice Carnival — Photo: Stefano Montagner

What did the public think of this cultural event?

Survey respondents moved a slider to indicate whether they agreed or disagreed with the dimension statement using a likert scale. The chart contains data for all public responses, showing the average score and the percentage of people that agreed or disagreed with each of the statements.


A large majority of people agreed or strongly agreed with all seven dimensions. Safe was on average the highest scoring dimension in the sample (91%). This indicates attendees felt safe and welcome during the event. Connection, Access and Curiosity with average scores above 80% also obtained good results, indicating the event gave attendees access to cultural activities, connected them with people from the community and stimulated their curiosity.

Festival of Colors — Photo: Thomas Hawk

Does gender or age influence public scores?

Every respondent was asked to provide their age, gender and postcode at the end of the survey. This enables scores to be filtered to understand differences in demographics.

These charts show average scores for each of the dimensions based on age and gender of respondents.


While there wasn’t a significant difference in scoring by gender, female respondents gave higher average scores than male respondents for all dimensions. The largest gaps between female and male respondents were for Safe and Access.

Respondents aged 50-59 years old gave higher scores for almost all dimensions.

Art Antidote To Hate Art Serve — Photo: Elvert Barnes

How did people rate their experience overall?

At the end of the survey, respondents were asked to rate their experience overall, with a choice of five options – Excellent, Good, Average, Poor, Very Poor.

This chart shows the percentage of respondents that rated the event as Excellent, Good and Average.


97% of respondents found the event to be better than average, with 85% having an excellent experience and 12% having a good experience. Just 1% of people thought it was average (equating to one respondent), and no-one surveyed found the experience to be poor or very poor. Four people did not answer this question.

Sani Festival, Zanskar Valley, India — Photo: travel photography

Would respondents recommend this organisation to a friend?

Respondents were asked whether they would recommend the organisation to a friend or colleague. Respondents could choose a number from 0 to 10 from a pulldown menu, with 0 meaning not likely at all, and 10 meaning highly likely.

These scores can be used to calculate a Net Promoter Score (NPS). NPS measures loyalty between the organisation and its audience. People giving a score of 9 or 10 are considered Promoters. Detractors are those who respond with a score of 0 to 6. Scores of 7 and 8 are Passives. NPS is calculated by subtracting the percentage of customers who are Detractors from the percentage of customers who are Promoters.

This chart shows the proportion of respondents that would or would not recommend the organisation, followed by the calculated NPS below.

Net Promoter Score: 66


91% of respondents gave a score of 6 or more, indicating that they would recommend the organisation to a friend or colleague. Of these, more than half (56%) are highly likely to recommend the organisation. Just 3% were neutral or unlikely to recommend the organisation, while 6% of respondents did not answer this question.

An NPS that is positive (i.e., higher than zero) is felt to be good, and an NPS of +50 is excellent. This score of 66 indicates that audiences have developed a strong level of loyalty toward this organisation.

London Natural Geological Museum — Photo: Luc Mercelis

Was the survey sample representative of the audience population?

The Culture Counts digital platform aims to capture survey responses via various methods at minimal marginal cost. Achieving larger samples enables organisations to be confident that the average scores and opinions of the survey group are representative of the total audience.

This chart shows the margin for error for each dimension from the sample.


At a 95% confidence interval, the margin of error for dimensions ranged from 2.3% to 2.9%. This means that we can be 95% confident that if we surveyed the entire visitor population the average score for Insight would fall within 2.7% of the average generated by the sample.

Margins of error under 5% are considered reasonable representations of the opinion of the population. As the margin of error is below 5% this sample can be deemed statistically significant and an accurate representation of the audience attending this cultural event.

Ballet Shoes — Photo: Kryziz Bonny

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