Eight cultural organisations in Northumberland are commissioning research into their audiences ahead of the next National Portfolio application process in January.
November Club, Museums Northumberland, Mortal Fools, Queens Hall Arts, Berwick Film and Media Arts Festival, Headway Arts, Alnwick Gardens and Maltings Berwick say their priority is to analyse future audiences: "We recognise that some investigation of existing audiences might be necessary to achieve this."
They want to know whether cultural habits are changing, how they can better access rural and deprived audiences, and where audiences are finding information about cultural events.
A tender also notes a need to "consider the word culture and what that means to audiences".
"We know that to many it means nothing."
For interested parties, the budget for the work is £10,000 to £13,000 and it must be completed by November.