What better way to get to know your audience than by asking them what they think? Tastes and fads change, so you should know when your fan’s tastes are changing. Doing audience surveys is pretty common, and there are some easy tools like Surveymonkey and Google Forms to help you.
The real work in this resolution isn’t just sending out a survey, but deciding what to ask. Maybe there’s a question in the back of your mind, and you’re kinda afraid of the answer. That’s definitely the question you should be asking. For instance, you might ask your ticket buyers what three things they would change to improve your events. Or you might ask them to rate you compared to your competitor.
You might even ask them to write a little mini-review of your last event. Sometimes artists and organizations are scared to read reviews, but your audiences are talking about you whether you listen or not, so you might as well listen to what they say. If you’re still in business after the last event, then chances are you’ll get good feedback from your fans!
There are so many different methodologies to getting feedback. The one rule I try to stick to is to ask for feedback that is quantifiable. Using lowest to highest scales (1-5), yes/no responses, or pre-determined multiple choice can give you just the right kind of analysis you need to make the aggregate feedback useful. Freeform feedback is really useful to read, but hard to take action on. So, I try to give only one option in any survey for free-form feedback. Everything else can be quantified.