Investigación de mercado en cultura: una herramienta clave para la gestión de las artes

Abstract

Market research, a tool commonly used from marketing to business in a broad variety of sectors, is also of great use for cultural managers when it comes to diagnosing their projects. The aim of this article is to systematize recommendations, to debate about possible areas of study inside the market of the cultural sector. After reviewing previous studies and by direct experienced-based observation, this work explores possible ways of developing a research of this kind applicable to the objectives of a cultural project. Given that there is still no corpus originated from a Latin-American source, foreign texts are consulted to create implications that are practical and appropriate to our symbolic production. It is expected that this work sparks new debates on the topic considering its central and original approach.