As an ensemble or an orchestra, what do you need to know about potential audiences? Break down the barriers for new guests with knowledge about what stops them from buying a ticket and what they need from their concert to come back for more.

These exciting insights are the result of our research interviews with 28 men and women between the ages of 20 and 55, who had never before attended a classical music concert. Read what what the young, the families and the couples with grown kids think when they see the concert poster, the website, the program, the foyer, the concert and how they reflect on their user journey after their visit.

The book was written for the Danish association of ensembles, orchestras and opera (DEOO) and is a part of the TUTTI-project, where this knowledge is utilized to forge the strategies for the future orchestras and ensembles as they improve their capabilities for audience development.