KulturMonitoring (KulMon): Continuous Visitor Research for the Culture and Leisure Sector
CURRENT COLLECTION: VISITOR RESEARCH 2024
https://www.iktf.berlin/wp-content/uploads/2024/03/IKTf-Sammelband-KulMon-2024.pdf
Everyone knows their audience. Most of what we “know” is actually more of a ‘feeling’ or “guess,” or perhaps, at most, unsystematic “observation.” The audience and its composition have become increasingly important over many years. This publication presents the challenges that arise in the long term, but also currently in the daily practice of visitor research in German-speaking countries. The texts are aimed at practitioners from cultural institutions, cultural administration, and cultural policy, as well as academics who want to gain an insight into the idea of data-based work and learn how KulMon® works in the work of cultural institutions and what insights and results this yields for strategic and operational work.
Comparing visitor data – identifying trends – looking into the future
KulturMonitoring (KulMon) is the largest visitor monitoring project in Europe. KulMon supports cultural and leisure venues in learning more about their visitors through continuous audience surveys. With KulMon, cultural and leisure institutions receive a scientifically sound data basis for the strategic orientation of their program, marketing, as well as their educational and outreach activities. Tourism and location marketing, as well as cultural policy and administrations, can also use KulMon data for their strategic and practical work.
KulMon is conducted by the Institute for Research on Cultural Participation as an independent research institution and is scientifically supervised as a long-term study. KulMon provides answers to a wide range of questions concerning the audiences of various cultural and leisure offerings, such as:
- Who are the visitors?
- From which region do they come?
- How does the audience possibly change over time?
- How did visitors become aware of the institution?
- What are their interests and motivations for visiting?
- What are their expectations and needs?
- How do they behave around their visit?
- How do they assess and evaluate the institution’s offerings?
The regular surveys, with a standardized questionnaire and uniform methodology, make it possible to observe audience developments over time. The shared data basis of all participating cultural venues also allows comparisons within the same sector, across sectors, or specifically with other institutions.
KulMon is publicly funded and is therefore the first non-profit system for visitor surveys in Europe.
A dynamic network of research and practice
KulMon continuously adapts to the needs of cultural and leisure institutions. The participating institutions benefit from a system tailored to their requirements and further developed together with them. Specifically, KulMon offers regular forums for exchange, free workshops on working with one’s own data, and support from certified experts.
KulMon is a joint project of the following partners
visitBerlin initiated KulMon and was the official project sponsor until its restructuring in January 2022 – from the start of the long-term monitoring in 2008. Since then, the project sponsorship has been held by the Institute for Research on Cultural Participation (IKTf) within the Foundation for Cultural Education and Cultural Consultation (SKWK). Within the cooperation partnership, visitBerlin focuses on the destination management aspects of KulMon.
At the IKTf within the SKWK currently lie the official project sponsorship, the operational implementation of KulMon, as well as the ongoing task of scientific supervision. The survey institute conducting the KulMon surveys is contractually bound to the SKWK.
The Senate Department for Culture and Social Cohesion represents the cultural policy interests of the State of Berlin in the project.
The Senate Department for Economics, Energy and Public Enterprises represents the economic policy interests of the State of Berlin in the project.
Contact
KulMon visitBerlin
Market Research
marktforschung@visitBerlin.de
KulMon Service
Anna Bause
kulmon@iktf.berlin
+49 30 3030444-39
KulMon Contracts/Billing
Sanuela Reitzig
Head of KulMon Operations
s.reitzig@iktf.berlin
+49 30 3030444–343