Can visual arts organisations effectively use digital tools to gather data from audiences at non-ticketed events, whilst enriching the audience experience?
For this process of research and development, we have created our own tool for exploring audience responses to art. In its present form, it is an interactive website, with information about the artwork on display, with options to allow the user to access alternative content or to express their opinion about what they’re seeing. The working title for the tool is Audience Response Tool, or ‘ART’ for short.
We have gathered valuable feedback from our audience about how we can offer them a personalised gallery experience whilst learning more about how they engage with the work we present. We have used digital technology to demonstrate a model of how this could work in a range of visual arts settings.
Whilst the tool is still a work-in-progress, we are already beginning to think about how the way that our audiences engage with the tool can become an important source of data that can help us to make our programming and curation more relevant to more people.
We have also come to the realisation that our tool could conceivably be useful for ticketed as well as non-ticketed venues because the potential is to gather not just contact details and a list of the events our visitors have attended, but to explore their response to the work they see, in real time. The future development of the tool will allow us to begin to explore the infinite variety of ways that we can understand how our audience engage with our work.