Analytics & Research

Data-informed analytics and research for arts organizationsAnalytics & Research





Understand audiences. Then take action.


A good doctor diagnoses the symptoms before prescribing treatment. A good mechanic looks under the hood before writing an estimate. What makes a good arts leader? The smartest ones use data to take a deep look at root causes before making major changes.

Are you able to identify and address the root causes of your biggest challenges? It’s easy to point to seemingly unsolvable external factors, when solutions may lie in tweaking your existing practices. For example:

  • Is your shrinking subscriber base due to the “dying subscription model”? Data might reveal a root cause of low retention among single ticket buyers—something that you can work to change.
  • Is your low member acquisition due to declining arts participation? Data might reveal a low data capture rate at the front desk, which undermines your ability to invite current visitors back.

TRG’s analytics suite keeps our clients grounded in actionable truth, so that they can evolve with best practices to grow more loyal patrons. Armed with an accurate assessment of your organization or community, you can take informed actions that will grow loyal patrons and sustaining revenue.

Ready to get started? Talk to us today
about the best partnership for your needs.

Schedule a call with TRG

What people are saying about TRG's Analytics & Research:

"TRG has reoriented our thinking about ticketing in the digital age. They have provided our team a fact-based language to help interpret our patron and ticketing data for our entire staff. We only thought we knew our data. Now we live in it."

Jeff Loeb
Associate General Manager
The Pantages Theatre 


"Our biggest learning [from the Patron Loyalty Index] was this general concept of looking at patrons more holistically, taking into account subscriptions, single tickets, event attendance, and donations to identify loyalty. This analytical method led us to see who those patrons really are and quantify the importance of keeping them."

Bill Melamed
Chief Marketing and Development Officer 
Hubbard Street Dance Chicago 

Research & Analytics Options:


Patron Loyalty Index

TRG's signature analysis details loyalty—household by household in your database—to identify addressable loyalty groups. Read more>>

Key Metrics

Learn the major loyalty trends among your patrons as compared with other organizations. Read more>>

Patron Potential Assessment

This robust, detailed analysis helps you understand your organization’s place in the market. Read more>>

Arts Community Research

TRG is America's leading researcher of how people attend and give to the arts organizations in their community. Read more>>

Ready to chat about a partnership with TRG?
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Recent posts on TRG Research:


This post is cross-posted on the National Center for Arts Research blog.

 Jill Robinson, 
President & CEO, TRG Arts

 “How do we stack up?”

Everyone is curious about how their arts organization compares with others like them. There’s really not been a good place to find that information, though.

Until now.

Recently, our partners at the National Center for Arts Research launched the NCAR Dashboard. It uses data from DataArts (formerly the Cultural Data Project) to explore how organizations from a variety of sizes and artistic disciplines perform on a variety of standardized financial and operational indicators, called KIPI’s. Even better, it allows you to compare your organization to others in its own size category and artistic genre.

Posted September 13, 2016


Developing arts patrons as a community

September 21 at 1 ET/10 PT

Is there too much theatre for patrons in D.C. to
support? That was one of the questions that
launched this study. Find out the answer in this webinar.
Seven theatres. 10 seasons of data. One community. Learn what this study reveals about theatre patrons and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community 
who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community. 

Posted August 17, 2016


This guest post by Zannie Voss of the National Center for Arts Research is cross-posted to the NCAR blog.

There is a conversation growing nationally around data-informed decision-making in arts and cultural organizations. The National Center for Arts Research (NCAR) stands firmly in the belief that using data to inform managerial decisions is a critical factor in the sustainability and transformation of the arts and cultural field as a whole. It isn’t about data for the sake of data, it’s about the end-goal of healthier organizations that have stable and expanded resources to dedicate to pursuit of mission. TRG, one of NCAR’s partners, has been a leading advocate for this type of analysis for many years and the organizations TRG serves have benefitted as a result.

There is no “one size fits all” performance measure. Instead, metrics for organizational health are as varied as the field itself. So this begs the question: What are the metrics that matter?

Posted October 8, 2015


 Jill Robinson, 
President & CEO, TRG Arts

The National Center for Arts Research (NCAR) at Southern Methodist University recently released their latest report, which focuses specifically on marketing related metrics. This is the third report NCAR has released examining the health of arts and cultural organizations in the U.S. from a wide range of data sources.

Recently, I’ve seen researchers beginning to measure the impact of developing patron relationships and focus on the data that will quantify relationships. This is a great sign of things to come for the arts industry. In our own research at TRG, we’ve seen that measuring relationships in an integrated and holistic way can help organizations better understand patrons and impact revenue. Transactions that may seem unrelated when measured by different departments can actually indicate loyal relationships. The whole picture matters in each individual patron record, as it does when measuring the impact of patron-generated revenue across an organization.

Posted September 24, 2015

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