Open house events – How many visitors are new?

The combination of open doors and information hunger involve a dilemma: When cultural institution open their doors to free events (partly) to attract new visitors, we struggle to identify who is in fact visiting us.

The Royal Danish Theatre use transactional data (amongst other methods) to learn more about our customers and audiences, and these free events, don’t involve any transactions. We therefore carried out a simple survey to get in touch with our visitors on Culture Night and at an open rehearsal in the Opera. We wanted to answer the question Who is new? Read our reflections and results in the Report #16 Who is new.

Exploring our non-users

 – Who are you, and how can we be relevant to you?

These days The Suitcase and the Royal Danish Theatre is getting to know the people who do not usually watch our performances or spend time at one of our venues.

With help from YouGov we have selected people from culture segments that wouldn’t typically be interested in The Royal Danish Theatre (read more about our work with the segments here). We are carrying out focus groups in Copenhagen and in Funen (160 km from our venues) in order to get a better understanding of who this group of people is. What motivates them? What do they enjoy? What do they dream of? What are their traditions etc.?

We have carefully developed a question guide that should ensure that we get relevant, in depth, and accurate knowledge about this group of people. We already know many reasons why some people may hesitate to visit the Royal Danish Theatre (time, transportation, money to name the most prevalent ones). But we also know that this group find equal amounts of time and money as they prioritize other types of experiences. Our aim with this survey is to understand what motivates them and what practical and emotional factors are truly influencing their choices.

We have chosen to let YouGov moderate the conversations because we wanted to avoid that we (representing The Royal Danish Theatre) affected the conversation and thus the insight we could get out of it. We therefore work with a traditional setup that allows us to listen in on the conversations in order to make sure that all our questions are covered. This setup provides the needed distance to the participants while giving us privileged access to the content that is discussed.

We have already carried out groups in Copenhagen and next week we are heading to Funen. More details on the survey design and our learning will follow in report #16.

Reaching out with One One One

A case study on how the environment and context affect the audience experience

One Chair, one dancer, one audience. In the beginning of the summer The Royal Danish Theatre’s dance company Corpus presented choreographer Ioannis Mandafounis’ piece One One One in serveral different locations around Copenhagen (Mads Nørgaard store at Strøget, Ofelia Plads, the courtyard at Kunsthal Charlottenborg, and the hospital Riget). The Suitcase tagged along for two of the performances in order to explore how the different surroundings and framings affect audiences reactions to this particular experience. Read our reflections in our Report # 15 Reaching out with One One One.


Connecting through pulse – Report #13

Hjerte_farverRemember the pulsating heart? We are ready with report #13 that sums up our reflections and learnings from the project ‘Connecting through pulse’. Read how the combination of hand blown glass, digital technology and live performance art give rise to reflections about the connection between the audience in the auditorium and the artists on stage.

Find report #13 Connecting through pulse here.


Kender vi dig ikke? Det vil vi gerne ændre på.

English translation below

Vi kan ikke lave et projekt om publikums oplevelser i teatret uden at tale med dem, der ikke kommer i vores huse.

Det kan være, at vi efter en lang dag vælger at smække benene op på sofaen og lade os underholde hjemme stedet for at gå ud. Det kan også være, at vi i stedet tager i svømmehallen, at vi hellere vil have en restaurantoplevelse, at billetpriserne i teatret afskrækker os, eller at vi ikke kan finde børnepasning. A Suitcase of Methods vil gerne vide mere om de forhindringer, der gør at valget ikke falder på teateroplevelsen.

Derfor vil vi gerne tale med jer, der ikke kommer i teatret. Det bliver en uformel samtale i en gruppe på ca. 3-4 deltagere i Skuespilhuset. Vi vil tale om, hvilke vaner og præferencer vi har, når det kommer til kulturoplevelser. Målet er at have en vedkommende og gensidigt givende samtale, hvor ingen spørgsmål eller svar er forkerte. Vi forventer at afholde samtalerne sidst i april.

Så hvis du eller nogen du kender kunne have lyst til at deltage i sådan en snak så skriv til Nina Gram på

Hvis du har spørgsmål til undersøgelsen, så skriv til

Vi håber at høre fra dig.
De bedste hilsner
A Suitcase of Methods
Nina Gram

English translation

You are not in our audience?
Come have chat – we want to learn from you

We cannot do a project on audience experiences in the theatre without talking to people, who are not in the audience:

We all know that there are many reasons why, at the end of a long day, we choose the couch and other forms of entertainment over going out. However, A Suitcase of Methods would like facilitate a group conversation in order to learn more about the details of what prevents us of from attending certain cultural events and about our cultural habits and choices in general.

Therefore, we want to invite people who are interested in theatre and culture in general, but who never or rarely visit The Royal Danish Theatre to have a chat with us.

We will meet in a small group (3-4 people) in the Royal Playhouse (Skuespilhuset) over a cup of coffee and have an informal conversation about what we find entertaining, boring, captivating etc.

56_001_Skuespilhuset_B027_XHIf you or anyone you know might be interested in joining the conversation please contact Nina Gram at We will find a time that suits everyone.

If you have any questions regarding this invitation, you are very welcome to contact Nina Gram at

The conversation will be in Danish
We hope to hear from you.

Kind regards
A Suitcase of Methods

Report #12 Companion Survey

During the fall of 2017 the Suitcase went back to basics. After exploring various methods to gain new knowledge about the audience’s experience with performance art, we revisited one of the most simple and basic methods: the physical questionnaire. We wanted to make sure that we understood the qualities and challenges of this method before dismissing it completely. Furthermore, this was a simple way of making sure we reached every single audience sitting in the seats.

Now we are ready with our reflections on this companion survey. Read our report #12 Companion Survey here


Reading and watching right now #5

Common misconceptions about young and new audiences

In this ’Reading right now’ we will focus on a common misconception about young and new audiences. It is something we see at The Royal Danish Theatre from working with audiences and looking at our data from our ticket sales: Furthermore, the insight is explained in this informative talk Taking out the Guesswork: Using Research to Built Arts Audiences based on Wallace Foundation research.

Young audiences want cool and edgy art and culture – or so we think.

Read the post Reading right now #5 here.


Foto: Costin Radu