This report relates to a research study conducted by Synovate between February and April 2009 on behalf of Arts Council England. The aim of this study was to assess understanding of, engagement with and aspirations for art in the digital space amongst the general public. Methodology and Sample
Research was conducted amongst three attitudinal groups:
- 'Leading edge’ – people with a high level of interest in the arts offline, and who are highly engaged in digital technology, including those with a high level of interest in online arts
- 'Digital enthusiasts’ – people who are highly engaged in digital technology but have moderate to low interest in the arts
- 'Arts enthusiasts’ – people with a high or moderate engagement in the arts, but low engagement with digital technology
Synovate conducted two online bulletin boards, one with 'Leading Edge’ respondents and one with 'Digital Enthusiasts,’ with a total of 90 respondents in each, lasting ten days. We then reconvened these respondents in 9 online groups lasting 1.5 hours each. We also conducted 6 two-hour face-to-face groups with 'Arts Enthusiasts’ respondents in London, Birmingham and Leeds.
