Know-how and Knowledge: a research toolkit for creative organisations

该项目是在AHRC文化价值方案资助的研究的基础上进行的，该研究确定了创意和文化产业中的中小型组织需要有资源使其能够开展研究，以发展其受众、参与度和方案。创意产业现有的研究资源没有考虑到在满足现有或潜在受众、消费者和参与者的需求时所涉及的基于价值的决策的复杂性。虽然为创意组织提供了一些在线和纸质培训资源，但出于营销目的，这些资源往往是量化的，是由“硬数据”驱动的。这种研究工具不提供分析定性研究数据的专门知识和技能。中小型创意组织需要研究知识和技能，为它们的规划和发展以及资金申请提供信息。我们的经验是，很多时候，中小型创意机构要么没有专业研究技能，要么没有钱聘请专业研究机构来生成和分析研究数据。该项目将以网站的形式与中小型创意机构共同创建一个定性研究工具包，供受众/消费者/参与者进行研究。这一共同创建过程将包括创意苏格兰、其客户和潜在客户、其他资助者、慈善机构、政策制定者和学者。这包括九个指定的伙伴组织，他们将积极参与研究自己在受众发展方面的做法，以便向工具包提供信息。这个项目的目的是在创意机构中培养一种‘研究习惯’，这将增强他们制定有意义的工作计划的能力，以留住现有的受众和吸引新的受众，并向潜在的资助者和支持者展示他们对受众和潜在受众的理解。研究团队将利用品味和文化价值作为一个创新和灵活的研究框架，在其中共同创建工具包的内容。这一框架已经在爱丁堡大学资助的国际和平协会的文化价值研究和随后的三项研究中进行了试验和测试。该框架允许探索联合创作者的组织和艺术实践，帮助理解受众/消费者/参与者的发展在组织的规划和发展过程中的位置。该框架还允许研究团队探索受众/消费者/参与者发展实践如何受到不同组织不同利益相关者视角的价值观和品味的影响。这一理解将通过对创意组织受众/消费者/参与者发展研究需求的深入了解来支持工具包，这些需求是目前可用的资源所不能提供的。

This project follows on from research funded by the AHRC Cultural Value programme which identified a need for small and medium sized organisations in the creative and cultural industries to have resources enabling them to conduct research to develop their audience, participation and programmes. Current research resources available within the creative industries do not account for the complexities of the value-based decision making involved in meeting the needs of current or potential audiences, consumers and participants. While some online and paper-based training resources for creative organisations are available, these tend to be quantitative and 'hard data'-driven for marketing purposes. Such research tools do not provide the know-how and skills to analyse qualitative research data. Small- and medium-sized creative organisations need research know-how and skills to inform their planning and development, and their funding applications. Our experience is that very often small- and medium- sized creative organisations either do not have the specialist research skills, or do not have the money to employ a specialist research agency to generate and analyse research data.The project will co-create a qualitative research toolkit in the form of a website for audience/consumer/participant research with and for small- and medium-sized creative organisations. This co-creation process will include Creative Scotland, its clients and potential clients, other funders, charities, policymakers and academics. This includes nine named partner organisations who will actively take part in research on their own practices in relation to audience development in order to inform the toolkit. The aim of the project is to develop a 'research habit' among creative organisations, which will enhance their ability to develop meaningful programmes of work to retain existing audiences and attract new audiences, and demonstrate this understanding of their audiences and potential audiences to potential funders and supporters. The research team will use tastemaking and cultural value as an innovative and flexible research framework within which to co-create the toolkit's content. This framework has been tried and tested in the PI's Cultural Value study and the PI's three subsequent studies funded by the University of Edinburgh. The framework allows exploration of co-creators' organisational and artistic practices, assisting understanding of where audience/consumer/participant development fits within the organisation's planning and development process. The framework also allows the research team to explore how audience/consumer/participant development practices are informed by the values and tastes of the different organisations' various stakeholder perspectives. This understanding will underpin the toolkit with a depth of knowledge of creative organisations' audience/consumer/participant development research needs that currently-available resources do not provide.