Skip to main content
On Demand

How Children's Theatre of Charlotte is bouncing back with online community insights | QRCA Qually Award Case Study

Average Rating:
Not yet rated
Tasheenah Brown |  Kayte Hamilton |  Cindy Taylor |  Laura Pulito
Course Level:
39 Minutes
Audio and Video
Original Program Date:
Sep 18, 2023


Sponsored by Recollective

Congratulations to our 2023 Qually Award Winners, Tasheenah Brown and Antonio Lopez from Lightbeam Communications! Together they won a pro-bono project supporting Children’s Theatre of Charlotte (CTC). 

Please join Tasheenah in this fireside chat discussion, where they will share their qualitative research approach. 


Project Background: For 75 years, CTC has remained nimble and responsive to the interests and needs of the greater Charlotte community through its diverse programming and wide-ranging educational offerings for children of all ages. Although the theatre has resumed pre-pandemic operations, events and production ticket sales and subscriptions have not fully “bounced-back”. How can CTC grow ticket sales and subscriptions for its events and productions? The research team sought to answer two core objectives using qualitative research methods:

  • Uncover the nuances of current subscribers' and theatre attendees’ decision-making process to attend live shows

  • Understand non-rejector perceptions and opinions of local children’s theatre and what would motivate them to attend

About the Qually Award: 

Since 2011, QRCA has honored our creative problem solvers with a unique industry award. The QRCA Award for Excellence in Qualitative Research - more affectionately known as the “Qually” Award - recognizes industry innovation and qualitative best practices.

Over the years, the Qually Award has evolved into a pro bono collaboration with a live client. Previous benefactors include The Agua Hedionda Lagoon Foundation (Carlsbad, CA) and the Children's Theatre of Charlotte (Charlotte, NC). Through these collaborations, the nonprofit teams gain valuable insight into their organizational challenges and qualitative professionals acquire hands-on experience by developing a marketable case study. Our 2024 client was recently announced: The Colorado Conservatory for the Jazz Arts (CCJA) and submissions for the award are open until October 12, 2023. Full details available at:


Tasheenah Brown's Profile

Tasheenah Brown Related Seminars and Products

Lightbeam Communications

Tasheenah applies her diverse lived and professional experiences and background in Sociology to her work as a Research Analyst and Moderator. Her methodology goes beyond understanding what people think, to examining the cultural and systemic factors that influence behavior. Brown has partnered with corporations, government agencies, nonprofits, higher education institutions, and communities to advance their missions by incorporating diverse and inclusive values and products. She has more than 5 years of experience facilitating one on one interviews and focus groups with a wide variety of participants. When moderating, Brown places an emphasis on establishing a safe environment for participants to share openly and honestly, both virtually and in person.

Tasheenah has a Bachelor of Arts Degree in Sociology and a minor in Communication from Eastern Connecticut State University. For the past ten years, Tasheenah has worked to communicate the interest of underrepresented communities in the worlds of energy, education, finance, health care, and insurance. In her personal life, she is an advocate for social justice and it is her passion to create a more just and equitable world for all people.

Cindy Taylor Related Seminars and Products

Children's Theatre of Charlotte

Laura Pulito's Profile

Laura Pulito Related Seminars and Products

VP Research Services