An audience development questionnaire based on Emotional Text Analysis: a festival case study

This paper presents an action research case study where a questionnaire for identifyingorganizational strategies of audience development for culturaland creative services was constructed through text analysis. This was achieved in two phases: the first, spanning three years (2012-2014), allowed us to explore the context of an Italianliterary festival through anemotionaltext analysis of 395 interviews carried out during the festival; in the second phase, a questionnaire, which wasconstructed based onthe data produced in the preceding phase,was administered to 330 people during the sixth edition of the festival (2015)and the results will beused with the organizers for programming future editions.