CultureHive > Authors > The Audience Agency
3rd April 2013 Sara Lock

Resources by The Audience Agency

Effective Audience Development Planning

The Audience Agency supports you through Audience Development Planning with this downloadable guide.

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Audience Agency Sample Data Management Policy

The Audience Agency’s expert agents have put together a sample Data Management Policy Structure worksheet as a suggested approach to addressing personal data management to provide a framework for working towards and maintaining compliance with data protection regulations.

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From ‘Them’ to ‘Us’: the art of leading with an audience focus

A programme report exploring ideas around the role of leaders and leadership styles in actively encouraging relationships with diverse audiences.

The From Them to Us programme was devised for CultureHive 2014 – 2016. It looked at how leaders are effecting a change towards ‘audience focus’.


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National Visual Arts Audience benchmarking

An overview of the research undertaken into audiences for visual arts through the National Visual Arts (NVA) cluster in Audience Finder, including recommendations for actionable insight.

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Donor research into arts and cultural audiences

A summary of research into who gives to arts and culture, who has propensity to give and under what circumstances.

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Outdoor Arts research into audiences

This report provides an overview of the research undertaken into audiences for the outdoor arts sector (OA) as part of Audience Finder. The Independent Street Arts Network (ISAN) has been our main partner for this work and has acted as an adviser, interpreter and disseminator of the project.

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Impact of a Data-Scientist-in-Residence on the National Theatre

This case study details how the Arts Data Impact (ADI) project affected the National Theatre and explores the benefits of a data scientist to a cultural organisation.

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Impact of a Data-Scientist-in-Residence on the ENO

This case study details how the Arts Data Impact (ADI) project affected English National Opera and explores the benefits of a data scientist to a cultural organisation.

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Impact of a Data-Scientist-in-Residence on the Barbican

This case study explores how the Arts Data Impact (ADI) project affected the Barbican and explores the benefits of a data scientist to a cultural organisation.

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Impact of a Data-Scientist-in-Residence on The Audience Agency

This case study details how the Arts Data Impact (ADI) project affected The Audience Agency and explores the benefits of a data scientist to a cultural organisation.

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Dance Touring Partnership Box Office Analysis 2013–2015

Dance Touring Partnership produced four tours over 2013-15, under Arts Council England’s Strategic Touring Fund. This report brings together the results of analysis of the bookers for these tours, based on box office records. This report was compiled by The Audience Agency on behalf of Dance Touring Partnership.

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Data sharing in relation to the Data Protection Act

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible

Whenever collecting data about individuals you need to be aware of legislation around data protection. This is a quick summary of legislation and industry guidelines, which may be relevant to you; it is not legal advice and should not be relied on as such.

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Audience research for a London arts festival

This report summarises the findings of research carried out on Showtime – London’s outdoor arts festival, held as part of the London 2012 Cultural Olympiad. It includes the results of a major face-to-face audience survey of more than 2,100 people, as well as an estimation of the total size of attendance. Includes an analysis of attendees’ MOSAIC profiles and demographic breakdowns.

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Audience feedback from the Showtime festival

Showtime was the Greater London Authority’s outdoor arts festival as part of the 2012 Cultural Olympiad. This document looks at the findings of qualitative research into the audiences who attended, including changing perceptions of art and culture, how it impacted the area, and whether people would attend similar events in future.

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An overview of MOSAIC profiling groups

MOSAIC is a consumer classification system that gives you access to a vast range of demographic data. This guide provides a handy one-line overview of Mosaic groups and types.

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A guide to monitoring audience diversity

As cultural marketers it’s important to understand how representative our audience is. These guidelines offer meaningful and ethical ways to monitor the diversity of an audience – going beyond simply a ‘tick box’ exercise. You’ll find advice on planning, collecting information, representative sampling, and questionnaire design. It covers how to monitor ethnicity and disability, young people, sexual orientation, religion. There’s also a section on how to analyse, interpret and disseminate your data.

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How Visit London can help you reach more visitors

This factsheet explains the advice and support that Visit London offers in order to reach more visitors. You’ll find links to further free online resources, information about partnership opportunities, marketing and PR campaign ideas, and details of how to get listed on the Visit London website. There’s also a handy top tips section for developing cultural tourists.

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Developing cultural tourists: London 2012

London 2012 was a prime opportunity for engaging with cultural tourists. This factsheet describes the opportunities that were presented during London 2012 for developing a tourist audience – including those with the London Media Centre, Visit London’s 2012 marketing strategy, hospitality and hosting, and the overall 2012 culture diary.

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Key facts and figures for cultural tourism

If you’re interested in strategy for targeting cultural tourists you’ll find some useful facts and figures in this help-sheet. It contains a wealth of information gathered from various sources including Visit Britain, The London Visitors Survey and the Nations Brand Index. There’s links to further resources along with details about decision making influences, sources of information used before and during visits, and the economic impact of cultural tourism.

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Cultural tourism: a glossary

This short but useful glossary provides an explanation of some of the most commonly occurring terms used within the field of cultural tourism. You’ll find a list of terminology and definitions – a must for anyone who has cultural tourists as a priority audience group.

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Gallery research

Results of a pilot shared survey of galleries in the South East, South West, East, East Midlands, London and Wales.

Visitors to galleries were asked questions about their age, locality, frequency of attendance, art specialism and art purchasing.

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Audience Research: Cornerhouse Manchester

A summary of the findings of seven pieces of audience research:

  •  Cornerhouse Audience Profiling Report
  •  Cornerhouse Economic Impact Summary
  •  In-Depth Interviews with Audience Members
  •  Market Assessment
  •  Online Survey of Cornerhouse Website Users
  •  On-Site Survey with Visitors to Cornerhouse Manchester
  •  Single Spies Mystery Shopping Research

The research and recommendations were used to inform Cornerhouse’s marketing and communications strategy.

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Researching audiences at outdoor events and festivals

The toolkit and guidelines for audiences at outdoor events and festival aim to provide a framework to measuring and evidencing the impact of an outdoor event. The guidelines provide practical advice for audience research at un-ticketed cultural festivals and other events in the following sections: research principles, data collection methods, evidencing success, estimating audience size, questionnaires and surveys, working with volunteers and assessing economic impact.

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How arts and cultural organisations can work with schools

A report exploring how arts and cultural organisations can work with schools. It focuses on:

  • the type and nature of work taking place;
  • key criteria for schools in working with arts organisations;
  • art form priorities and provision for schools;
  • communication between arts organisations and schools;
  • the challenges and barriers facing schools in accessing provision;
  • funding, spend and value for money.

The Working with Schools research project aimed to inform the development of future programmes of work and this report makes suggestions for possible developments. These are presented in the wider context, drawing on findings and recommendations as set out in relevant regional and national documents.

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Encouraging older people to engage with culture

This report details the results from a project to increase engagement with the arts and culture among older people in Manchester. The scheme targeted ‘gatekeepers’ and turned them into ambassadors for culture at 15 venues around the city, including arts centres, theatres, museums and galleries.

The resource introduces the Valuing Older People: Culture Champions scheme, and the context within which it was developed, and reviews the role of the Culture Champions and their networks. It also reviews the events organised as part of the scheme and the impact they had on the success of the scheme itself. It examines how suitable provision for older people was developed, and how personal development opportunities for the Culture Champions were created.

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Discover Dance – an evaluation of a development programme

The Discover Dance programme was run by Arts About Manchester between 2005 and 2009. This evaluation provides Acorn profiles of dance attenders and a useful insight into some of the key barriers to engagement for first time attenders with the dance sector, as well as an evaluation of the development work that was undertaken.

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How to develop a research plan

An introductory step by step guideline on the marketing research planning process, aimed at those working in arts organisations who have little experience of conducting market research. 

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Family friendly resource ideas

If you’re stuck for family friendly resource ideas then this case study may help. It outlines the year round, permanent provision newly implemented at three organisations who had families as a key target market. You’ll find details about the resources along with findings from the qualitative evaluation which was undertaken to monitor the success of the implementation.

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Evaluation of Big Dance 2008 in Manchester and Liverpool

Big Dance took place throughout the country between 5th and 13th July 2008. It was designed as a biennial celebration of dance, celebrating the diversity, accessibility and fun of the artform. The emphasis was on inviting people to get involved: by creating unusual events in extraordinary places it encouraged sustained engagement and participation by those audiences not typically associated with dance.

This assessment of three events in Big Dance took place in Manchester and Liverpool and engaged new audiences not typically associated with dance. This was undertaken through Acorn profiling and self definition through an onsite survey.


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Reviewing the Family Friendly Campaign – Final Report 2001

Following a number of years of campaign and product development, the Family Friendly project has undertaken a full strategic review. With the development of an audience focused approach at its heart, a series of venue-based case studies explores how to create a family friendly venue, increasing and improving family provision, collaborative marketing, and taking the family friendly concept into tourism and cross-sector areas.

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Reviewing the Family Friendly Campaign 1998-1999

Assessing the Family Friendly campaigns led by Arts About Manchester, the report analysed the campaign elements, e.g. a qualitative assessment of print and information, welcome and staff, and promotions.

The future direction of Family Friendly as a strategic campaign was also reviewed through its performance in achieving its objectives of increasing the volume and quality of family visits (for the whole family), and encouraging new and year round provision.

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Reviewing the Family Friendly Campaign 1994-1995

Assessing the Family Friendly campaigns led by Arts About Manchester, the report assessed not only the campaign elements (e.g. a qualitative assessment of print and information, welcome and staff, promotions) but also drew on wider research into the behavior of families in museums. Overall findings tracked marked developments in campaign performance, but recognised issues around product development alongside the campaign’s long-term potential.

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Visual examples of the Family Friendly website

A series of website screen grabs showing the use of branding, tone of voice, design, content and product promoted through the Family Friendly campaign online. The blend of what’s on and a focus on activities with the opportunity to join the Family Friendly mailing list is evident, building around a calendar that targets family peak times, e.g. weekends, half-terms and holidays.

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Family friendly tourism – how to get families to visit a destination

The Family Friendly campaign developed a tourism element to enable Greater Manchester to develop and strengthen its brand across cultural and leisure sectors within a 2 hour 
drive time of Manchester. The aim was to attract new UK visiting families, especially short-break takers and day visitors.

Seasonal, targeted campaigns worked with transport providers, the tourist board, city centre management, accommodation providers and key venues through joint promotions, even with its own family friendly visit hotline. Initial evaluation provided a detailed set of recommendations.

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How museums and galleries can get their family friendly activities offer right

As one of the culminating elements of the initial Family Friendly project with museums and galleries, a conference explored experiences and insights to date and latest thinking. This included a framework for family learning, interpretation and activities for families, developing family friendly resources, cross-team working between educationalists, marketers and curators, and evaluating family resources and visitor involvement. A set of 5 key principles were defined, focusing on experience, social and physical interaction, provision across age bands and commitment to families.

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Information, motivation and offer: getting group visits right at The Royal Collection

The Royal Collection attracts 25% of its visits from groups, and shares its insights into what groups want and need, how the market is segmented, trends and group sector opportunities. These sub-groups – including group travel organisers and tour operators – are assessed to reveal a series of top tips. These include the possibilities of combined ticketing, key working partnerships, exploiting trade shows and missions, and testing and programming major shows and new offers and themes.

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How dance companies & venues can develop effective relationships

This resource looks at the component elements that can enhance tour booking for dance companies, and in turn build more rewarding relationships with venues and more effective marketing to and engagement with audiences. Recommendations focused on an ever more challenging environment and how to adapt to it, building effective relationships with venues, including working to understand their audiences more, how to share the communications and marketing, engage with advocates and build partnerships with other companies, venues, agencies and across catchments.

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Benchmarking audiences for London contemporary visual arts

Snapshot London: Visual Arts, is a visual arts benchmarking project. The Audience Agency undertook a scoping exercise to establish the amount and nature of audience data being collected and used by London contemporary visual arts organisations, and investigated the most appropriate and cost effective means of supporting these organisations in their ongoing audience research and development activities. Findings were put into practice, a framework was produced and a support system provided which enabled a wide range of galleries to collect audience data and contribute to a set of benchmarks.

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Interpreting key indicators in the performing arts

Identifying and interpreting realistic key indicators for performing arts audiences through a collaborative audience analysis and intelligence-sharing programme. Working across 36 London venues, audiences were analysed by artform, demographics and market penetration, repeat attendance, ticket spend and booking behaviour, growth patterns, as well as a propensity to move across venues and artforms, creating robust benchmarks.

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Creating successful family friendly programming

This guide summarises the contents of a family friendly forum which took place in February 2011 where ideas and learning around family friendly initiatives were shared. You’ll find a checklist of things to think about when programming for families, useful family friendly partner organisations and links to case studies from the participating organisations who shared their success stories.

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What makes a successful family friendly event?

We’re often looking for creative ways to attract low or unengaged audiences into our venues. This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited, by creating an exciting, affordable holiday experience. Running in summer 2010, the festival showcased films and activities across twenty different arts venues around Greater Manchester. This fact sheet provides a snapshot of the key learning points and headlines from the project evaluation, outlining top tips for how to make a really successful family friendly event.

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A guide to commissioning new research

There’s a lot to consider when you invest in externally commissioned research. This useful guide provides a checklist of things to think about, including the different research methods open to you, their uses and limitations and the insight you can expect from primary research. You’ll find examples of key considerations and challenges to take into account when commissioning new research, such as costs and timescales, sampling, reliability, statistical confidence and report assessment.

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How to effectively and collaboratively market touring work

This guide provides useful resources and signposting for carrying out effective tour marketing in collaboration with venues. You’ll find a checklist of tips – such as sharing the effort between the touring company and the venue – along with online links to other guides such as how to develop a marketing plan when your work is on tour.

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Engaging older people with culture

Cultural organisations are considering the impact that an ageing society will have on the sector. In this useful pack you’ll find resources to help you be ‘bolder and wiser’ in your approaches with this audience. It includes facts and figures, cultural engagement information and a list of potential partner organisations who work with older people.

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Audience profiles for contemporary dance

This research snapshot report provides a brief profile of audiences for contemporary dance. It draws on Audiences London and Dance Touring Partnership’s analysis of audience data in 2006 and 2007. The key summarised findings conclude that audiences for dance are not as frequent attenders of the artform as we’d like to think, and that the audience profile for dance is similar to audiences for a given venue as a whole.

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Survey design: examples of research questions and answer codes

This set of research questions and answer codes was developed during Audiences London’s work with a group of London-based visual arts organisations to standardise and share their audience information. They include questions which focus on the profiling of visitors as well as motivation, marketing, behaviour and satisfaction. This guide may be useful to you if the questions correspond to your research objectives and relate to existing practice within your organisation.

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How to analyse survey responses

This helpful guide explains how you can analyse and interpret the results of your visitor surveys. You’ll find advice on using different computer packages, how to clean and code data, methods to evaluate your data and how to report on your findings. Part 3 sets out some principles for analysing the survey and making sense of the data. The guide has been produced with a museum or gallery with a small research budget in mind, but the principles are still relevant for any type or size of venue wishing to research and assess their visitors.

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How to carry out a visitor survey

This helpful guide on undertaking marketing research explains how to successfully and professionally carry out a visitor survey. You’ll find information about different types of questionnaire, sampling methods, sample sizes, and how to disseminate a survey. Part 2 here looks at sampling size and methods, as well as how best to disseminate the questionnaires.

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How to design a visitor survey

Part 1 of this helpful guide explains how to design an effective visitor survey. You’ll find advice and examples on survey design, how to select questions, what to consider with the wording of those questions and the overall format. Although a visitor survey cannot provide all your research needs, it is a good tool for getting a better understanding of the people coming through your doors and identifying ways in which your service can be improved.

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Family friendly film festival evaluation

This family friendly film festival aimed to introduce new families to cultural venues which they may not have normally visited by creating an exciting, affordable holiday experience. Running from the 30th July – 5th August 2010, comprising 52 events at 20 venues in Greater Manchester. The festival showcased films and activities across twenty different arts venues around the city and beyond.

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How to write a press release

It’s often difficult to make your story stand out from the crowd. This useful guide explains what you should include on a press release to ensure it grabs the attention of the recipient. It includes a generic template you can use, along with two annotated examples of a press release and photo opportunity.

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Enabling diversity in Greater Manchester

This report provides an overview of learning points from the Enabling Diversity – Greater Manchester project. This initiative sought to develop and provide relevant and sustainable audience development activity with culturally diverse communities in Greater Manchester. The objectives included securing active involvement of member organisations, building market intelligence and delivering marketing activities to specifically targeted communities. 

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How to develop media relations to increase coverage of your organisation

Build positive press relationships with help from this introductory guide that takes you through the key stages of a media relations campaign. From finding positive stories to researching media contacts and writing press releases, discover top tips for increasing coverage of your organisation.

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Audience analysis for the visual arts in Pennine Lancashire

This research project aimed to bring together all existing data relating to the Visual Arts offer in the Pennine Lancashire area. Collate the information available on existing audiences within the area and those who travel there to consume the visual arts offer. Identify audience development potential in terms of the types, volumes and propensities of key audience groups within the area and map the above to provide: clear recommendations on which audience groups offer greatest potential for development; and how these groups can be most effectively targeted in terms of the product offer, channels and message content.

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Resources and case studies on engaging young people

To coincide with the reporting on ‘A Night Less Ordinary’, the ACE-funded national scheme to increase the numbers of young people attending theatre, this round-up gives brief description of and links to a range of other resources and case studies on the theme of young people’s access to the arts, from 1999 to 2010. Several of them came through the New Audiences for the Arts initiative.

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How the arts can survive in tough times

The All About Audiences conference in 2011 was framed by the increasing funding crisis in the arts. Arts marketers heard from keynote speakers Ivan Lewis MP (Shadow Secretary of State for Culture, Media & Sport), Mark Robinson (Founder and Director of Thinking Practice). Susan Royce (Change Management Consultant) and Paul Smith (Executive Director of Liverpool Biennial). Their speeches on how to help the arts survive are summarised here.

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Adapting to survive – designing for resilience

The break-out sessions at All About Audiences’ ‘adapting to survive’ conference in 2011 looked at Adaptive Resilience – and what assets you might have to help you; Designing for Resilience – what organisational structures define a resilient company; Creative Problem Solving- how to release innovative thinking in your team; Collaborative Working – looking at the example of Creativity Works in Pennine Lancashire; Business Models for greater resilience; Fundraising – from your audience, visitors and Friends; Crowdfunding with WeDidThis; and increasing revenue and new income streams.

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