Peter Linett is the President of Slover Linett Audience Research, a firm of social researchers who work with performing arts organizations and museums to help them become more inclusive, innovative, and relevant. In this episode, Peter and Erik discuss some recent studies that examine how consumers decide which arts events to attend. They unpack why uncertainty is a more significant barrier for audiences than unfamiliarity and how marketing and positioning can help audiences overcome that uncertainty. They also discuss how arts organizations can adapt to meet the needs of 21st-century audiences.