LEEDS 2023: BASELINE AUDIENCE RESEARCH
Working with our partners at QA Research, Wafer Hadley was commissioned by Leeds 2023 to develop a baseline picture of the audience ahead of the year-long cultural festival. Our approach included an incisive review of existing audience insight, and a major new piece of primary research conducted online and on-street with Leeds residents. We were able to explore existing levels of engagement with the broadest range of cultural activities, awareness of Leeds 2023 activity, and levels of interest in future events. Our full briefing to the team enabled Leeds 2023 to plan with confidence for the transformational year.
Audience research
Strategic planning