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.