LISA BAXTER is the Founder and Director of The Experience Business.

A Fellow of the Royal Society of Arts (FRSA) and Associate of the Market Research Society (AMRS) Lisa is known as an inspiring and creative thinker. A pioneer in bringing the practice of Design Thinking and Creative Problem Solving to the arts and cultural sector, she works with forward-thinking organisations here and abroad to re-imagine the arts experience offer for 21st century audiences.



Baxter, L, O’Reilly, D and Carnegie, E (2013) ‘Innovative Methods of Enquiry into Arts Engagement’ in Radbourne, J, Glow, H and Johanson, K (ed.) The Audience Experience: A Critical Analysis of Audiences in the Performing Arts. Sydney: Intellect

The Audience Experience

Baxter, L (2010) 'Qualitative Research and the Arts: From Luxury to Necessity' in O'Reilly, D and Kerrigan, F (ed.) Marketing the Arts: Challenging Convention. London: Routledge.

Marketing The Arts


'The Team Meeting is Dead, Long Live The Team' - Journal of Arts Marketing – Working Together Issue 45, AMA, Jan 2012.

'Experience Counts', Arts Industry April 2012

Guest Editor and Contributor - Journal of Arts Marketing Issue 33 on Qualitative Research, AMA, Jan 2009. Feature Articles 'Exploring Qualitative Research' and 'Are we doing 'qual' well enough?'

'A Resonating Brand – Making Your Brand Essential Rather Than Desirable' Journal of Arts Marketing – Branding Issue 28, AMA, Jan 2009

'What Can Qual offer programming?' - In Brief, Association of Qualitative Research, August 2008.


Arts Participation Incubator Unit, Deakin University, Melbourne

In 2013, Lisa was invited to deliver a series of lectures/workshops around the theory and practice of Audience Experience Design for academics, Masters students and arts practitioners across four cities in Victoria, southern Australia.

Developing the Cultural and Creative Industries Consumer Value Scale

A pilot project funded through the University of Sheffield Stimulation Fund, in partnership with the University of Sheffield, Kings College London and the University of Leeds.

Qualitative Methods of Enquiry into the Arts Consumption Experience and its Impact

Lead Researcher in this AHRC/ACE funded programme in partnership with the University of Sheffield and Audiences Yorkshire.
case study



Designing Public Value with Purpose
Western Australia Arts Showcase, Circuitwest (Association of Regional Performing Arts Centres WA)

The Pilates of Core Purpose and Civic Engagement
National Summer School for Arts and Fundraising Leadership (University of Leeds and Arts Fundraising and Philanthropy), Leeds

Planning for Success in the Experience Economy
School of Performance and Cultural Studies, University of Leeds


Designing Public Value with Purpose
City of Cape Town - Arts and Culture Indaba

Creating Value With Your Communities
THEATRON network, Uppsala

Introducing Strategic Value Creation
INAPAC (New South Wales network of performing arts centres), Sydney

How to have a Productive Conversation with Audiences
Arts Marketing Association Conference, Birmingham

Designing Experiences for 21st Century Audiences
Arts Marketing Association Training Days


Joining the Dots
Arts and Audiences Conference, Rejkyavik, Iceland

Walking in the Shoes of your Audience
Culture in the West Conference, Gothenburg, Sweden

Designing Experiences for 21st Century Audiences
Arts Marketing Association Training Days

New Competencies for 21st Century Arts Marketers – Qualitative Research
Lecture, School of Performance and Cultural Industries, Leeds University

Brand Experience Masterclass
UK Theatre Training Day, London


Audience Experience Tour, Australia
Workshop tour of southern Australia supported by Arts Victoria, Arts Centre Melbourne and Deakin University

Focusing on the Blind Spot
TMA Family Arts Conference, Birmingham

From the Inside-Out: A Reflective Approach to Personal Branding
Nordic Art Station, Eskilstuna, Sweden

Planning for Success in the Experience Economy
Theatre Programmers Day, London

Seminar, National Museum of Art, Architecture and Design, Oslo, Norway

Core Purpose: on Values, Missions and Belly Buttons
Lecture, School of Performance and Cultural Industries, Leeds University

Goteborgs Konsthall, Gothenburg, Sweden.

Planning For Success In The Experience Economy
Australian Council for the Arts Marketing Summit, Canberra, Australia

Walking In The Shoes Of Your Audience
APACA Conference, Canberra, Australia.

A 'Salon' around Audience Experience
Arts Participation Incubator Advisory Board, Deakin University, Melbourne, Australia.

Audience Experience Design
TMA, London, UK.

Focusing on the Blind Spot: A Case Study of the Royal Exchange Theatre’s Family Experience Programme
TMA, Family Friendly Arts Conference, Birmingham, UK.


Visitor Experience Design as a Marketing Tool
Culture Matters 2012: International Cultural Heritage Conference, Norwich, UK.

Brand Experience Masterclass
All About Audiences, Liverpool, UK.

It's Not About Us It's About The Audience: A Case for Putting the Audience First
The Finnish National Gallery, Helsinki, Finland.

Audience Experience Lab
Audiences Northern Ireland, Belfast, UK.

Riksutställningar /Swedish Traveling Exhibitions, Visby, Sweden.

The Audience Experience: Insight and Innovation in Experience Design
Audiences North East Stakeholder Event, Newcastle

The Strategic Importance of Experience Design in the Arts
School of Performance and Cultural Industries, University of Leeds, UK.

Walking In The Shoes Of Your Audience
Arts and Audiences Conference 2012, Stockholm, Sweden.

Experience Design Masterclass
Audiences North East, Newcastle, UK.


Putting the Audience First
Arts Council Wales Marketing Symposium, Mold, UK.

Qualitative Consultancy: Tapping into the Beating Heart and Creative Potential of your Audiences and Communities
Audiences Norway, Arts & Audiences Conference, Bergen, Norway.

Marketing Campaigns: A Creativity Workshop
Arts Marketing Association Conference, Glasgow, UK.

Creative Thinking: How to Achieve Success in Turbulent Times
All About Audiences Conference, Manchester, UK.

The Art of Creative Thinking
University of Warwick, Centre for Cultural Policy Studies, Coventry, UK.


'A Sort of Shiver Goes Through You': Capturing the Emotional Impact of the Arts as a Tool for Audience Development
Audiences UK National Summit, Durham, UK.

So You Think You Need A Focus Group?
Arts Marketing Association Conference, Leeds, UK.

Innovative Methodologies in Researching the Arts Experience
Social Theatre, Arts and Politics Conference, University of London, UK.

Qualitative Methods of Enquiry into the Arts Consumption Experience and its Impact
Arts and Humanities Research Council Research Workshop, University of Sheffield.