Thank you to everyone who took the time to complete CAFKA’s audience survey. The survey, which went out on November 26 to our mailing list and on Facebook and Twitter, counted 122 complete respondents by December 31.
The email addresses of those who completed the survey were entered into a draw for the opportunity to win a 24 x 36 inch print of one of KJ Bedford's photographs from the 2011 biennial, SURVIVE. RESIST.
The draw was held on Monday, January 7 and the winner was Judy Major-Girardin of Cambridge, Ontario.
What did we learn from the survey? We learned that we had fans as far away as Iran, Brazil, Ireland, Norway, Japan, the United Kingdom, and the United States. But the large majority of the respondents were Canadian and from the Waterloo Region. We learned that 64% of the Canadian respondents are from the Waterloo Region.
We now know that the median age of CAFKA’s audience is between 35 and 54 and that fully one third of those responding identified their primary occupation as “Artist.”
Respondents indicated to us that our audience is highly educated and very culturally active. By far the most effective means of communicating our message seems to be word of mouth. Those responding to the survey were very knowledgeable about CAFKA having attended the biennial and the Big Ideas in Art and Culture lecture series and I Heart Video Art and also indicated that they were very likely to come back for the next biennial event. When asked what they liked most about CAFKA, the most common responses were that people liked the high calibre of the art CAFKA exhibits and the artists we bring to the community. As a group our respondents said they appreciate the fact the artwork is exhibited in public spaces where it is accessible to all. In responding to the question “What would you like to see in the next biennial?” the most commonly used word was “more” – more art, more installations, more information, more and better marketing and communication.
The information from this survey helps CAFKA to understand a little bit more about our audience, to analyze the effectiveness of our marketing and messaging, and to provide demographic information to potential sponsors and funders. CAFKA will continue to strive to improve the exhibition, our ancillary events and our communications to the community. We are very thankful to those of you who have taken the time to complete our questionnaire.
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