Where Research Meets Results
Understanding your audience is essential for any aspect of marketing. My experience in marketing stems from my dedication to research and passion for mining data.
Project: Audience Research Study | Audience Research Collaborative (ARC)
Role: Market Research Associate
Team: WolfBrown team, Hewlett Foundation program team, arts community, and general public
A significant market research project that became the bridge to my career in marketing was a series of case studies on the audience experience.
I had the opportunity to take part in driving a large-scale user research study with consulting firm WolfBrown and the Hewlett Foundation, helping 40+ arts organizations across the Bay Area explore challenges around audience engagement and retention. I facilitated kickoff meetings, developed custom research plans, and coordinated data collection through surveys, interviews, and focus groups. We analyzed the findings and delivered tailored recommendations—leading to a 20–40% audience growth for most participants within a year. This was one of my most rewarding projects, combining my love of insight-driven strategy with hands-on project management.
Audience Research Study at a Glance
Research Program Metrics
Spanning disciplines: music, dance, theater, film, visual arts, and multidisciplinary presenters
250K+ audience members invited to participate; over 50K survey responses collected
Mix of methods: general surveys, follow-up focus groups, and qualitative interviews
6+ workshops, webinars, and field trips hosted for participating organizations
$10K average consultant support per org; $2.4K average hard cost for data collection
Outcomes helped shape new programs, boost audience growth (20–40%), and improve marketing strategies
40+ Bay Area arts organizations selected
San Francisco Ballet, SFJAZZ, Yerba Buena Center for the Arts, Stern Grove Festival, EBCPA, Marin Theatre, American Conservatory Theater, Monterey Symphony, Chitresh Das, Berkeley Repertory Theatre, Magic Theatre, Robert Moses' Kin, Exit Theatre, Golden Thread, The Marsh, SF Gay Men's Chorus, Joe Goode Dance Group, Children's Musical Theatre of San Jose, Cypress Performing Arts, Cultural Odyssey, La Pena Cultural Center, Killing My Lobster, Cutting Ball Theatre, Zawaya, Dance Palace, World Arts West, San Francisco Shakespeare, SFJFF, San Jose Jazz, Santa Cruz Museum of History and Art, Carmel Bach Festival, CAAM, Dimensions Dance, Djerassi Artist Residency, San Jose Taiko, Peninsula Ballet, New Conservatory Theatre, Philharmonia Baroque, Zspace, SF Girls' Chorus, Stanford Jazz Workshop