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Tools for Change: Unveiling the Value of Performing Arts through Participatory Research

On May 16, 2013, the MRIA Ottawa Chapter hosted an insightful presentation led by Frédéric Julien from CAPACOA and Inga Petri from Strategic Moves. The event focused on participatory research methods that highlight the value of performing arts. Participants gained new perspectives on how these methods can transform the understanding and appreciation of artistic presentations. Additionally, insights were shared about CAPACOA's role in supporting the national touring and presenting sector, thereby enriching the cultural landscape in Canada.

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Tools for Change: Unveiling the Value of Performing Arts through Participatory Research

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  1. Tools for Change: Participatory research methods reveal the value of performing artsFrédéric Julien, CAPACOAInga Petri, CMRP, Strategic Moves MRIA Ottawa Chapter – May 16, 2013
  2. What is CAPACOA? What are presenters? CAPACOA serves touring and presenting sector nationally 150+ members include presenters, networks, artists’ reps Presenters put on shows thatyousee in theatres, atfestivals
  3. Big Needs Clarify relationship between presenter and communities
  4. Pressures
  5. The Study Assignment: May 2011 to March 2013 Mandate: Explore, engage, validate Sponsor: Canada’s presenting networks Reporting: CAPACOA and advisory committee
  6. Scope
  7. Why action research? Not just research to generate data but process to gain understanding and insight Wide participation a critical success factor Build readiness for change
  8. How can we navigate uncertain circumstances where the accepted sign posts may no longer be relevant?
  9. Participatory action research framework Action research Participatory research Participatory action research Cooperative inquiry Appreciative inquiry
  10. Compare and Contrast Marketing research Action research Collaborates Modify participant behaviour Any type of research input Process itself used for change Goal: to affect change through research-based action. Social studies and organizational development Observes Predict consumer behaviour Surveys and focus groups Process is neutral Goal: to produce new knowledge or deepen understanding of an issue. Economists and sociologists
  11. How are projects different? Marketing research Action research Issue definition/redefinition Learning through process Reflecting Iterative Living documentation Managing insight and action Dynamic system through time Long term Partner Sample Instrument Validity Reliability Report writing Presentation Snapshot in time Short term Supplier
  12. Broad, open collaboration: www.ValueofPresenting.ca
  13. Highlights from the study
  14. Amazing breadth of attendance 75% Canadians attended in 2011 + 11% ever attended Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  15. Attendance includes broad socio-economic groups 2 in 3 Canadians who earn less than $40,000 or do not have university education or live in communities with a population under25,000 … attended in 2011. Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  16. The more someone attends performances, the more they will attend Correlations Source: Factors in Canadians’ Arts Attendance in 2010 (Published Sept 2012), Hill Strategies, based on Statistics Canada’s General Social Survey
  17. Younger Canadians attend more Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  18. Myth busting “Attendance is down.” “Higher income, higher education and older age groups are best predictors of attendance.” “The blue-rinse brigade is out in force, but they are dying out and we just can’t get young people to get of the couch.” “Young Canadians don’t care about the theatre, classical music, high art – the way we do.” “There’s too much supply in the arts, too much to choose from, and that’s why my audience is just not coming out to my venue as much.” “We need to do arts education so they learn to understand and appreciate the arts, so they will buy tickets.” “There is no price elasticity in the arts – if people want to see it, they will buy the tickets.”
  19. Media-based viewing augments live performance The under 35 watch less on TV (~62%) and more Internet (~65%) Importance of doing so is lower for TV (23%) and same for internet (23%) as average Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  20. Details matter: Age profile by art form Source: Factors in Canadians’ Arts Attendance in 2010 (Published Sept 2012), Hill Strategies, based on Statistics Canada’s General Social Survey
  21. Reframe: Demographics = opportunity 100 80 60 60 years 50 years 40 years 40 20 0 Average age: 41 Average age: 26 Average age: 45 New questions have to be considered, if 80+ year-olds are to be regular attendees. New skills needed to reach and engage several generations at once. Need to understand your own community demographically. Source: Statistics Canada census
  22. Benefits
  23. Canadians get: Both … And Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  24. Individual benefits Source: Value of Presenting-Survey of the General Public, 2012 (EKOS/CAPACOA), www.valueofpresenting.ca
  25. Language matters: Community benefits Source: Value of Presenting-Survey of the General Public and Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
  26. Partnerships very important to presenters Source: Value of Presenting - Presenters’ Survey, 2012, (EKOS/CAPACOA) www.valueofpresenting.ca
  27. Pitfalls Impatience Trying to do too much in too little time Change takes time Changing a commonly held belief is difficult without solid evidence and time to try it on Participant readiness Discomfort with ambiguity Lack of flexibility Underestimating the facilitating and consulting requirement
  28. If they call about needing a survey, chances are action research is not an appropriate framework But, if they call about a problem they need to solve, or dilemma they are managing, or a big question to explore with many stakeholders …
  29. Role of the practitioner Researcher Strategist Facilitator Consultant Change agent
  30. What’s next for CAPACOA Develop comprehensive database of presenters Conference presentations Tour the study Leverage this project’s achievements and recognition to heighten profile Explore new partnerships Ensureongoingresearch
  31. Get in touch Frédéric Julien, CAPACOAfrederic.julien@capacoa.ca613-562-3515Inga Petri, CMPR, Strategic Movesipetri@strategicmoves.ca613-558-8433Project site www.ValueOfPresenting.ca
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