Case Study: Adelaide Festival Centre achieves rapid, continuous audience insights and personalised communications with Qualtrics

How Adelaide Festival Centre is closing the experience gap

Adelaide Festival Centre, South Australia’s principal performing arts venue, faced the challenge of staying connected to audiences as COVID‑19 disrupted live events. Having moved from a quarterly feedback program to an always‑on listening approach, the centre needed faster, more actionable insights to understand audience sentiment, willingness to return, and how to adapt programming and communications in the new normal.

Using Qualtrics CoreXM the centre self‑configured continuous listening posts and launched surveys in under an hour, enabling real‑time segmentation and tailored communications. The rapid insights informed online programming, marketing campaigns and return‑to‑theatre planning, helping Adelaide Festival Centre become one of the first organisations to stage live theatre after lockdown while driving organisation‑wide efficiencies and improved audience experiences.

Adelaide Festival Centre