In June 2014, ADESTE partners in Denmark, Italy, Spain and the United Kingdom ran national focus groups with cultural managers, junior and senior professionals, VET providers, and policy makers. During these gatherings, focus group participants debated on audience development challenges and shared audience development strategies, training methods, and tools.
"These national focus groups were key to gaining a better understanding of the different views about audience development based on the country in which the audience development concept is applied, the public or private sector in which culture is managed, and the specific cultural area (performing arts, museums, heritage, etc.)," said Dr. Amaia Makua who ran the Spanish focus group.
It is important not to assume that audience development is interpreted in the same manner across European countries and cultural sectors, yet some overlapping is to be expected. It will be interesting for ADESTE project partners to highlight the different or varying interpretations, strategies, and applications that can inspire new thinking and ideas for audience development practitioners.