Guess Who’s Going to the Gallery: Sydney metro report


Undertaken with funding from the Australia Council for the Arts, Guess Who’s Going to the Gallery? is a comprehensive benchmarking study of audiences in public and regional galleries in NSW. It collates over 7,000 responses from 41 organisations and has three major reports: The NSW State Report (2011) The Sydney Metro Report (2010) and the Hunter/ Western Sydney Report (2008).

The data was collected between 2007 and 2010. A random sample was taken at each participating institution with participants, aged 15+ self-completing a paper based survey at the end of their visit. It excludes school groups.

It provides data on gender, age, education, income, tourist status, motivators, who they come with, frequency of visitation, audience experiences and satisfaction levels. The published data does not identify any institution nor does it provided data on levels of visitation. Where relevant the data is compared to the ABS 2006 Census data.

Sydney Metro report

The Sydney Metro report collates with 2,239 responses collected in 10 galleries across Metropolitan Sydney in the second year of the study.

It contains a standardised average index for those who are residents in the Greater Sydney Metropolitan Area and an Index for those who live outside the Greater Sydney metropolitan area (i.e. tourists).

The research reveals that if you have five people standing in front of an artwork in a public gallery, it is likely that:

  • One of them will speak a language other than English at home
  • At least one of them will be a tourist
  • There will be someone from every income group
  • There will be someone from every age group
  • You will have someone from each level of education
  • Two of them will be male