The European Commission has realized a new study on Audience Development as a guide in policy development for cultural operators in order to help them creating conditions for true AD. It aims at:

• providing innovative approaches and methods in the area of AD to the European Commission;
• providing a basis for selection criteria in future calls for proposals framed by the Creative Europe Programme;
• equipping cultural leaders with developed means for making a convincing case, within an organisation, for a transition to an audience-centric approach;
• investigating common elements across the diverse European landscape, clear differences and potential peer-learning opportunities.