Getting cultured
Our greatest museums and galleries were going to waste with large sections of the population alienated from this cultural world. The Department for Culture, Media and Sport wanted to encourage more people from under-represented groups (ethnic minorities, disabled people etc.) to benefit from the services on offer. So they needed to find out what drives demand for culture and how this can be stimulated most effectively.
We conducted a review of the existing evidence on how demand for culture is formed, with a particular focus on these ‘priority groups’. After developing a model of demand formation, we conducted a series of qualitative interviews with over 50 organisations, including galleries, broadcasters and private sector organisations.
We used our research to offer a series of tactics for stimulating demand amongst the desired groups and our client loved the way we had put a ‘new face on an old problem’. The report of our findings was published in July 2007 and is being used to develop strategies aimed at encouraging more people to get involved in culture.
Download FreshMinds’ report, ‘Culture on demand: ways to engage a broader audience’.