Most arts organizations have come to realize the value in getting to know their audiences and recognize that strengthening customer relationships is one of the keys to long term viability and success. Hence we’ve seen an increased interest in marketing research for the arts. But there are some pretty big obstacles including lack of time, money, and expertise. Using a variety of real world examples, the presenter discusses the types of research organizations should consider, ways to do research in a cost efficient manner, how to develop more effective surveys, and how to approach analysis for greater learning and insight.