CultureHive > Tags > behaviour
19th July 2013 Sara Lock

Resources tagged with "behaviour"

Moving on from branding

The future doesn’t look bright for brands. This seminar paper blows a number of myths out of the water to persuade us that branding is not enough any more to attract and retain customers. The arts needs to be less ‘corporate’ and instead rethink how they want to deliver highly attractive products (beautiful spaces, fantastic talent, emotional experiences), which compare well to a lifeless product like a tin of beans.

Published:2014 Type: guide-toolkit


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Social marketing benchmark criteria

Discover the eight elements that are included in successful social marketing interventions in this toolkit from the National Social Marketing Centre.

By National Social Marketing CentrePublished:2014 Type: guide-toolkit


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Big Data – seeing the wood for the trees

This article from the Business Insight team of MediaCom Edinburgh considers Big Data. It questions whether access to more granular data will actually just prevent marketers from seeing the wood for the trees and stresses the point that simply gathering more and more data is not necessarily the answer.

By Sophie PassPublished:2013 Type: article


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Understanding the consumers of tomorrow

This exploration into public behaviour highlights a number of emerging societal and consumer trends. These are divided into four segments – scientific, social, emotional and spiritual – resulting in a holistic picture of the consumer, an insight into ‘tomorrow’s people’ and the need to develop brands that empower people.

Published:2013 Type: article


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How ethnography can be used in arts marketing

A demonstration of the value of ethnography – how to interpret outcomes rather than needs in order to understand the drivers for attending the arts. Siamack Salari argues that it can provide new insights into the way that consumers interact or engage with the arts and includes interviews with a couple of arts attenders, finding out what influences them to attend arts events.

Published:2013 Type: article


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How a ground-breaking campaign changed Scottish women’s behaviour

This non-arts case study demonstrates how an innovative behaviour change campaign from the Scottish Government and The Leith Agency led to a 50% increase in women acting early on the symptoms of breast cancer by going to the doctor.  In an advertising first, the campaign boldly used images of real women’s breasts with visible signs of breast cancer.  This Marketing Society Scotland paper takes you through the stages of the campaign from the initial insight gathering phase (unearthing a complacency among women after breast screening and a lack of awareness of symptoms beyond lumps) through to strategy development and campaign …

Published:2013 Type: case-study


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Parallels in customer attitude and behaviour between the arts and independent retail

In 2010, after seventeen years in arts marketing, Jan McTaggart opened up a greengrocer, Clementine of Broughty Ferry, with her business partner Carole Sommerville.  In just three years, Clementine has built up a loyal and varied customer base (they deal with around 78,000 customer transactions a year). In this article for CultureHive, Jan makes observations of the parallels in customer motivation and behaviour between the arts and independent retail.  She talks about customer perceptions, expectations, barriers and motivations, and some of the steps they have taken at Clementine to develop positive customer experiences.

Published:2013 Type: article


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Consumer insights explained

David Amers (Partner, The Leith Agency) provides a short thought piece on the marketer’s quest of unearthing ‘true insights’ to inform marketing strategy. 

By David AmersPublished:2013 Type: article


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Arts and Kindness – executive summary

An outline of how theories of pro-social behaviour and altruism can help us understand the impact of the arts on individuals, communities and society as a whole. People United believes that the arts and culture have a powerful and unique role to play in bringing about social change, through inspiring the conditions for kindness to grow. Written in association with the Centre for the Study of Group Processes at the University of Kent, this paper is for practitioners, arts professionals, policy makers, researchers, funders, and all those who have a passion for building kinder, more caring communities.

Published:2013 Type: article


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How understanding motivation can improve internal communication

Understanding what motivates colleagues can be a powerful way of improving internal communication. This article discusses the Language and Behaviour (LAB) profile tool, created by Rodger Bailey, and how it can be used to explore motivation. The tool works from the premise that each individual has their own perception of reality and assumes that people who use the same language patterns exhibit the same behaviours. You'll find an outline of how LAB can reveal how we personally get motivated, process information and make decisions.

Published:2013 Type: article


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Creating audience advocates: a case study

Over the last ten years, the Science Museum has used audience advocates on its exhibition, events and website projects. This has been to ensure that the needs, wants and expectations of its audiences are taken into account at all stages of a project and that the end product is one that is engaging and accessible to those visitors it was developed for. In this case study you'll find a discussion about the role of the audience advocate as a trainer and advisor to the rest of the museum, the impact their work has had, and how they have made staff more audience-focussed.

Published:2013 Type: case-study


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Creating life-long relationships with museum visitors

An insight into how The Natural History Museum aims to create life-long relationships with its visitors which rely on them being connected with all aspects of the Museum's work.  For an organisation that has 40 different logos and a complex structure, this is no easy task, and this case study shows you how it can be achieved, and how the 'magic' happens.

Published:2013 Type: case-study


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A tailor made approach to promoting the Edinburgh International Festival

In the year that the Edinburgh International Festival celebrated its sixtieth birthday, this presentation discussed how an understanding of audiences contributes to the development of the Festival brand, illustrating how in 60 years it has transformed a City not known for its festivals into one that attracts millions of visitors and generates over £200 million each year.

Published:2013 Type: guide-toolkit


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How and why businesses in and around Manchester are using Twitter

This guide shows how businesses use Twitter to market themselves and their work in Manchester, one of the most active Twitter communities in the country.  With clear illustrations of what the data on usage actually means, this analysis can help you to make sure you're staying one step ahead of your competitors when using Twitter.

Published:2013 Type: guide-toolkit


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How Innovation Technology is changing business

This comprehensive report looks at the burgeoning Innovation Technologies (IvT) sector and how such systems as eScience, modelling, stimulation and visualisation technologies along with virtual and rapid prototyping are helping shape the face of innovation across all business models along with the impact of this on public institutions in relation to leadership and business strategies going forward. Arguing that IvT will have a big an impact as the industrialisation of nations, across all industries that we must be aware of the what these are, and how we can utilise them effectively.      

Published:2013 Type: article


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A digest of information available on audiences in the North East

A report exploring existing research on museum and gallery audiences in the UK, with a particular emphasis on the North East. The digest includes factors informing people's decisions about leisure time, how families make the decision to visit, advance planning and incidental visiting, frequency of visits, and the barriers to attendance.

By Morris Hargreaves McIntyrePublished:2013 Type: research


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Opening time research for London galleries

The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries as more social destinations. A benefits matching model (between audience segments and galleries) emerged from the findings.

Published:2013 Type: research


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An insight into online behaviour

This seminar provides insight into how and why people use digital technologies, with a particular focus on young people, how use may be changing with the advent of new tools such as social networking sites, podcasts and vodcasts and how we might develop our digital marketing in line with the way that people use interactive media. It concludes that  online and social media resources allow arts organisations to embellish what they are doing in terms of communication.

Published:2013 Type: case-study


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Taking Part Survey audience patterns, behaviour and barriers

This analysis of data from the Taking Part Survey explores how people attend the arts and the socio-demographic factors that have an impact on that attendance.

By Catherine Bunting, Emily Keaney, Anni Oskala, Tak Wing Chan, John Goldthorpe, Arts Council EnglandPublished:2013 Type: research


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What is the impact of engagement with and attendance at arts events on children and young people – for future audience development

This report discusses findings from the Taking Part Survey in relation to children’s engagement with the arts and culture, and how this will affect – or not – their likelihood of engagement or arts attendance as an adult. Arts marketers can use the findings and implications to start discussion of how their organisation should promote audience development within less engaged communities, through children, schools and family initiatives.

Published:2013 Type: research


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The best approach to qualitative research

This article provides an insight into different types of qualitative research and how to use them for brand development, programme development, marketing and communications, targeting and segmentation, relationship marketing and customer orientation. It provides some insights that will help you to use different types of qualitative research including focus groups, observation and ethnography and creative idea generation to form a direct connection with your customers and gain insight into their beliefs, values, attitudes, behaviours and motivations.

Published:2013 Type: article


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Audience Tracker for arts organisations in Northern Ireland

A report illustrating how audiences engage with arts organisations in Northern Ireland. The Audience Tracker highlights customer behaviour and addresses the perennial questions of crossover. Issues addressed include whether audiences in Northern Ireland are loyal to just one organisation and to what extent they visit other cultural institutions. The report also uncovers to what extent the public are eclectic in their tastes or if the majority are aficionados of just one genre.

Published:2013 Type: research


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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.

Published:2013 Type: research


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How marketers can exploit current and emerging trends in a changing society

Marketers need to understand the current economic, political, technological and social environment that affects their audiences’ behaviour and consumption. This article describes the impact that polarization is having on audiences, how it is affecting organisations and what marketers can do to exploit current trends. The author argues that organisations need to tailor their marketing mix to remain healthy and relevant. Through offering unique, real-time experiences, responding to behaviour such as ‘cocooning’ and clearly communicating their brand position, marketers can respond more effectively to the needs, wants and motivations of their audiences in a turbulent time of societal change.  

Published:2013 Type: research


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Creating a digital strategy: understanding your online audience segments

Learn why and how audiences engage with culture online in this transcript from Digital Marketing Day 2010. The session includes key results from the Digital Audiences research commissioned by Arts Council England.

Published:2013 Type: research


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How local authority arts officers can help their sector become part of the creative industries and still deliver good art

A bracing keynote speech from an artist involved in public art, the founder of Red or Dead. It focuses particularly on the quality of ne build housing and how the inclusion of artists at the heart of the planning process might improve the built environment in creative ways.

Published:2013 Type: article


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How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’  

Published:2013 Type: article


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Practical guide to evaluating audience engagement

Guidelines to help you evaluate audience engagement activities, whether you have previous experience or not. The methods are based on social and market research. This is a practical guide to embedding evaluation within your engagement activity. It gives a brief explanation of the theory then takes you through such aspects as SMART objectives, selecting Key Performance Indicators and techniques for quantitative and qualitative research, data handling and how to structure a report.

Published:2013 Type: guide-toolkit


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An introduction to qualitative research

Arts marketers by undertaking qualitative market research will help to improve their understanding of their audiences and influence an organisations decision making. Learn about the tools and techniques available, advice on how to carry out the research, which method to use (for example, focus groups), the advantages of using a consultant who is a member of the market research society and an idea of the costs involved.      

Published:2013 Type: guide-toolkit


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How to use research to inform marketing campaigns

Arts marketers must take into account the factors influencing consumer behaviour, to help identify strategic objectives, inform planning and to improve the relevance of marketing communications. Information is readily available for cultural organisations who want to segment their audiences, visitors and participants by lifestyle and attitude. Learn how to find out about audience attendance habits, segment audiences using ACORN, MOSAIC and geographic postcode areas, and map visitors from box office data.

Published:2013 Type: guide-toolkit


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How social media is changing behaviour

Looks at how social networks are changing the way audiences engage with arts and culture. What do we have that makes our content more interesting? How can organisations promote the experience of a physical event or performance to online audiences?

Published:2013 Type: article


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Culture Segments – an introduction

An introduction to Culture Segments, a new profiling and segmentation system of the UK's arts and culture market, created by Morris Hargreaves McIntyre. Provides an attitudinal segmentation system which provides pen portraits or personas of each segment including their attitudes, values, motivations and behaviour. Provides advice on how to develop differentiated propositions and campaigns to reach each segment.

Published:2013 Type: research


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Encouraging social attendance

How marketing, ticketing strategies and functionality are developing to respond to the way audiences and customers now use the internet when planning their social lives. Includes information on how audience member behaviour is affected by social influence, and how organisations can use this to their benefit.

Published:2013 Type: guide-toolkit


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Moving from 'transactional' to 'relational' engagement

Case study exploring how the team at Walker Art Center interpret and deliver on the organisation's mission, in an area where most tourism is local. Discover how shifting audience expectations and behaviours influence the Walker’s relationship with the public, and how they market their venue as an attractive destination.

Published:2013 Type: case-study


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Using customer data to make savings and boost sales

How to turn raw customer and audience data into useful, practical information for marketing campaigns. Looking at segmentation of audiences by customer type and how recently and frequently visitors attend, and turning this theory into practice.

Published:2013 Type: guide-toolkit


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Growing dance audiences at The Place

A case study focusing on growing dance audiences at The Place working with Morris Hargreaves McIntyre  (MHM) using their segmentation system; Culture Segments. Their thesis is that by engaging with Culture Segments, organisations can influence audience behaviour, rather than just monitor it. MHM would conduct a market analysis, survey and segment existing audiences, and lead a series of workshops for staff to begin audience development planning.

Published:2013 Type: case-study


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Improving the audience / visitor experience in cultural and arts organisations

Boost audience satisfaction and income with tips from Lisa Baxter on how arts and cultural organisations can improve the audience experience and maximise value/income generation.

By Lisa BaxterPublished:2013 Type: guide-toolkit


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Using data to make strategic decisions in arts and cultural organisations

Kara Larson wonders why some of the world’s biggest companies rely almost entirely on data to create value for their customers, yet we in the arts and cultural sectors rarely take full advantage of the data we collect. Cultural organisations need to look more to turning data into business intelligence, and business intelligence into strategy with reporting, analytics, and data mining and the insight to use them

Published:2013 Type: article


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A closer look at Arts Audiences: Insight – Arts Council England’s audience segmentation tool

James Doeser explains how Arts Council England's Arts Audiences Insight segmentation was created and how you can use it to learn about and target segments more effectively.

By James DoeserPublished:2013 Type: article


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Segmentation – a potential new model for arts organisations

Alan Brown looks at customer segmentation for the arts industry and new attitudinal models for segmentation, including an example developed for the Philadelphia Orchestra. The discussion focuses on practical applications of the segmentation research, the technological challenges and the overall benefits to arts organisations of adopting a new segmentation approach to marketing and programming.

Published:2013 Type: article


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Identifying different visitor types

Andrew McIntyre explores how visitors really respond to going around an art gallery or a museum. What are the fundamental drivers or motivations that bring people in? And once they are through the door, what do they do? What makes audiences come back?

By Andrew McIntyrePublished:2013 Type: article


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Audience research – Identifying the pearls

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible Guide to discovering what data is important to your organisation, and why visitor information is so important.  This resource is particularly relevant to visual arts and non-ticketed organisations or anyone wanting to carry out qualitative research such as focus groups or visitor observation to better understand visitor behaviour.

Published:2012 Type: guide-toolkit


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Guide to desk researching audiences and visitor data

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible This guide to desk research will help you to learn about the likes, attitudes, behaviours and attendance habits of your audience, where they come from, and how to target the people most likely to attend.

Published:2012 Type: guide-toolkit


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AMA Symposium 2003 – Recommendations

A set of recommendations emerging from the AMA Symposium 2003.  The event was titled 'The Whole Picture' and aimed to bring together 90 senior arts professionals for an intense 24-hour discussion-led event looking at audience behaviours and how we are measuring them.

Published:2012 Type: article


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AMA Symposium 2003 – The whole picture

The Whole Picture was the first Arts Marketing Association twenty-four hour symposium.

Published:2012 Type: article


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Social marketing revolution

A summary of Mark Earl's keynote presentation at the AMA conference 2010 on the social marketing revolution.

Published:2012 Type: guide-toolkit


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Herd: changing behaviour

Discussion of Mark Earls's keynote on his book Herd: how to change mass behaviour by harnessing our true nature. 

Published:2012 Type: article


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Barbican CRM strategy

The Barbican Centre enters its 25th anniversary year with some encouraging news about the loyalty of its audiences and results to its marketing and CRM (customer relationship management) strategy.

Published:2012 Type: case-study


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