Development of Customer-led Measures of Quality, Interaction and Engagement

Arts organisations globally are developing research frameworks to measure 'quality' to supplement standard attendance and reach metrics (DCA Victoria 2010, Manchester 2014, Arts Council England 2015+, Singapore/China trials). Having settled on a quantitative framework ACE plan to deliver data for all band 2 and 3 NPOs from April 2019. The approach is significantly flawed, as it has not been developed using a consumer value-led approach; the methodology is not tied to any stated actionable curatorial or business objectives, and excludes key users and mediums (Gilmore et al, 2017). As such it is unable to support AI innovation to raise productivity.