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5th July 2013 Sara Lock

A guide to monitoring audience diversity

By: The Audience Agency


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.

There are 2 main reasons why cultural organisations say they monitor the diversity of their audiences:

- To report and provide evidence to funders and other key influencers
- To evaluate audience development plans/ projects

Our research underlined the fact that organisations could be getting much more out of audience-monitoring, enjoying a wider range of benefits. Our main finding was that - like all good research - monitoring becomes useful when planned and designed with a clear purpose in mind. This is the essential ingredient that makes the difference between a process which effects positive change and one that is an expensive and timeconsuming chore.

Published:2013

Smart tags: young people visitors understanding audiences research monitoring ethnicity evaluation diversity disabled audiences

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