CultureHive > Tags > research
19th July 2013 Sara Lock

Resources tagged with "research"

Mapping and Analysis of Engagement Approaches across the Creative People and Places Programme

A major piece of new research that maps and analyses engagement approaches across the Creative People and Places programme. Written by Sarah Boiling and Clare Thurman. Commissioned by the Creative People and Places Network.

By Creative People and Places NetworkPublished:2018 Type: research


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Taking out the guesswork: a guide to using research to build arts audiences

This publication by Bob Harlow, published by The Wallace Foundation, provides guidelines to help you design and manage your own audience research. It explores how research can help you learn about potential audiences, create more effective promotional materials and track progress towards your audience-building goals.

By The Wallace FoundationPublished:2017 Type: guide-toolkit


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Family Arts Evaluation and Audience Research Toolkit

Catherine Rose's Office shares guidance, information and ideas on evaluating family festival events and researching your audiences.

By Family Arts CampaignPublished:2017 Type: guide-toolkit


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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.

Published:2016 Type: research


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Understanding live stand-up comedy from an audience perspective

In 2011 Dr Sharon Lockyer and her colleague Lynn Myers at Brunel University, undertook research into understanding live stand-up comedy from an audience perspective. The project consisted of both an online survey and a series of semi-structured qualitative interviews with stand-up comedy audiences. In this article Dr Lockyer reports on the five main themes that were identified in the semi-structured interview responses. This article was first published in JAM (Journal of Arts Marketing) in January 2014.

Published:2015 Type: article


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When Should I Use Focus Groups?

Lisa Baxter from The Experience Business explains when it's best to use focus groups as a method for collecting audience research.

Published:2015 Type: guide-toolkit


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Ten Top Tips for Great Focus Groups

Lisa Baxter at The Experience Business offers her Ten Top Tips for Great Focus Groups.

Published:2015 Type: guide-toolkit


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Preparing for a meeting with a potential corporate partner

This guide provides useful advice on how to prepare for a meeting with a potential corporate partner to ensure your ‘ask’ is presented in a way that complements your potential partner’s business activities.

By Sarah WinchesterPublished:2015 Type: guide-toolkit


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Tracking your audiences online engagement

This resource will help you understand why tracking your audience’s online motivations is important and give you practical suggestions about how you can use online surveys effectively to explore these motivations within a logical research orientated methodology. This is one of ten digital guides commissioned by The Audience Agency from Culture24 as part of Audience Finder, the national big data and benchmarking programme for the cultural sector in England.

By Culture24Published:2015 Type: guide-toolkit


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Opportunities for alignment

This research paper highlights opportunities for collaboration between arts and cultural organisations and public sector commissioners. It provides an overview of the current cultural landscape, examines both the providers and commissioners perspectives and identifies the key areas where their interests match. This report also contains key recommendations and messages for public service providers, commissioners and key strategic influencers.

Published:2014 Type: research


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A Practical Guide to Sampling

It's usually not cost-effective or practical to collect and examine all the data available. It is often necessary to draw a sample of information from the whole population to enable the detailed examination required to take place. Sampling provides a means of gaining information about the population without the need to examine the population in its entirety. This guide, from the National Audit Office, explains how to get started with sampling.

Published:2014 Type: guide-toolkit


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How business can gain from the arts

The arts have a broader role to play in business in areas such as corporate creativity and human resource strategy. This research charts the development of the relationship between business and the arts examines and proposes new possibilities for how the arts and business might work together.

Published:2014 Type: research


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Understanding motivations and usage of the Tate online collection

The Art & artists section of Tate's website - their online collection - is the most visited area of the site, with around 500 to 600K visits per month. Tate carried out audience research to understand who their users are and what their motivations are for visiting the site. This document summarises the results of the research to discover motivation and usage behaviours around Art & artists.

Published:2014 Type: research


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How to seek sponsorship

To develop a successful partnership with a corporate sponsor takes time, effort and planning. This factsheet identifies five steps that arts organisations should take, each step requiring a number of questions to be answered. By following each step you should be able to make a successful approach for sponsorship and develop a long-term relationship.

Published:2014 Type: guide-toolkit


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Evaluating a summer of data

The summer of 2013 saw Torbay Council undertake an unprecedented evaluation project. Eleven events, exhibitions, opera, and festivals were subjected to rigorous analysis based on robust evaluation and participant feedback. This work built upon the previously published evaluation work carried out by the Creative Torbay teamm, crunching the data for individual cultural projects over the past five years. The results are presented here with key observations and a guide to reading the data.

Published:2014 Type: research


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Social marketing: engaging diverse communities

A ‘social marketing’ approach uses non-traditional methods of marketing based on understanding culturally diverse communities. This guide focuses on three key elements of this type of audience development: research (making use of publicly available information); tools/methodologies (use of print, direct mail and PR/media); and sustainability (long-term relationships and partnerships).

Published:2014 Type: guide-toolkit


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A culture of research ~ bringing research into your day-to-day practice

Katie Anderson, Marketing Director at Warwick Arts Centre gave AMA conference 2013 delegates an outline of what they've been doing about bringing research into the day-to-day operation at Warwick Arts Centre over the last couple of years.

Published:2014 Type: case-study


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Experiments: exploring and testing arts marketing assumptions every day

Test your marketing assumptions with top tips from consumer psychologist and arts consultant Ron Evans and marketing consultant Roger Tomlinson. This is a report from AMA conference 2013.

By Roger Tomlinson, Ron EvansPublished:2014 Type: article


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Insight-led: understanding motivations of attenders and potential attenders

How can we develop a deeper understanding of what motivates people to attend or take part in arts and cultural events? Mary Butlin showed AMA conference 2013 delegates how to implement a low-cost research programme to understand audience motivations and shared expertise from a variety of settings for organisations of all sizes.  Helen Jones from Octagon Theatre Bolton joined Mary to give an example of a theatre running their insight programme in-house and how it has helped to inform marketing communications and maximise potential for increased ticket sales and funding.

Published:2014 Type: guide-toolkit


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Cultural tourism statistics

A flurry of research shows that cultural tourism brings all sorts of benefits - join Heather Maitland on a trip around the cultural tourism statistics.

Published:2014 Type: research


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Creating engaging brand experiences with emotion-based visitor research

This article was first published on Research Access.  It discusses how the Van Gogh Museum in Amsterdam is using the findings of a deep research exercise to move away from trying to ‘be all things to all people’.  The article makes reference to a presentation made by the Van Gogh Museum and TNS NIPO at the 2013 ESOMAR Annual Congress in Istanbul.

Published:2013 Type: article


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Understanding the youth of today

ROAR (or Right of Admission Reserved) is a youth research project set up by a consortium which includes the Guardian. The project seeks to identify trends, define style leaders and find out what is culturally important to young people aged between 15 and 24. This article is an explanation of how ROAR works, its methodologies and its potential uses to individual businesses and advertisers.

Published:2013 Type: article


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Implementing research and data capture for a touring company

Cheek by Jowl (CbJ) is an international theatre company, which operates in-house as an Associate Company at the Barbican Centre in London. As a touring theatre company, CbJ faces the ongoing challenge of trying to capture data, to refine and target their marketing activity, in the absence of any box office information. This case study describes how strategic planning has enabled CbJ to create a model for data capture that can be used when operating as a resident company in other venues thereby helping to develop a successful marketing campaign. 

Published:2013 Type: case-study


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Visitor segmentation

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.

Published:2013 Type: case-study


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What do the public want from libraries? Technical report

This technical report summarises the methodological approach for the 2010 programme of research conducted by Ipsos MORI and Shared Intelligence on behalf of the Museums, Libraries and Archives Council (MLA), This programme examined public attitudes to, and experiences of, public libraries, using a range of methodologies to collate existing data and to resolve gaps where little evidence previously existed. This fuller picture aims to be of value in shaping the public library service more closely to the needs of users and potential users in the years ahead. The main purpose of the research was to understand what users and non-users of public libraries want from the service. Although there were …

Published:2013 Type: research


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What do the public want from libraries? Summary report of quantitative research

This quantitative research fed into the full report 'What do the public want from libraries?' It provides an analysis of the findings from a telephone survey of 1,102 people aged 18+ in England. Key questions asked were around: Frequency of library use Personal definition of library use Motivations for using library services Reasons for not using library services Reasons for satisfaction with library services What would encourage more visits  

Published:2013 Type: research


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What do the public want from libraries? Summary report of qualitative research

This summary of the qualitative, focus group research feeds into the report 'What do the public want from libraries?'. The focus groups concentrated on: Why people use libraries? What  people value in public libraries? Reasons for not using libraries Awareness of library services Views on the value of library services Issues highlighted in the qualitative research included: The challenge in meeting all groups’ needs at once, particularly when libraries offer limited physical space The tension around trying to attract new users without alienating existing users  The importance of the book offer and the strong view that the quality and range of stock needs to be improved The importance of the physical space …

Published:2013 Type: research


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What do the public want from libraries? Practitioner guide

This guide for library practitioners draws on a large scale piece of research into the attitudes and wants of library users and suggests ways forward for library professionals as well as offering a series of case studies. Key recommendations around the user experience include: Pay close attention to stock performance Stock selection is arguably a library’s most important set of choices Ensure an expanded offer (including coffee and training and employment support) ‘Extra’ offers can be used to attract new users, without incurring additional net expenditure and friends packages are an opportunity Use customer insight to make changes Key recommendations around communication include: Build awareness of the full range of services Keep the brand …

Published:2013 Type: research


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What do the public want from libraries?

This research aimed to give an up-to-date picture of public views on libraries, in order to help leaders and practitioners make decisions about the future development of the service. The findings come from focus groups with a cross-section of user and non-user groups and a quantitative survey with a representative sample of 1,102 adults as well as a literature review of previous relevant studies and national surveys. Key findings include: The public see libraries’ core purpose as being about reading, learning (particularly children’s education) and finding information. Some newer services have become well established, for example, computers and children’s activities. People value a good customer experience, and are relatively intolerant of poor service. The key …

Published:2013 Type: research


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How the performing arts can improve the lives of adults accessing social care

In 2012 St Helens Council’s Arts Service were awarded funding from Arts Council England to develop a cultural connections programme. Other Ways of Telling explored how the arts can improve the lives of people who are accessing or who are at risk of needing to access Adult Social Care and Health Services. The programme was delivered by Collective Encounters, a theatre company specialising in theatre for social change. This report draws on evaluations conducted with participants, audiences, stakeholders and staff.

Published:2013 Type: research


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Case-study based brand research

Heather Maitland discovers that much research into brands is case-study based and in this article she explains why.

Published:2013 Type: research


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What people think about libraries – survey results

Part of the third phase of the Envisioning the library of the future research project, this report summarises the results of a survey carried out to discover what people think about libraries. The survey asked respondents five open questions about their use of public libraries, as well as their views on their value, purpose and ideal qualities. These open-ended questions enabled free expression of opinions and ideas. There were 1,433 responses to the survey and a full breakdown of the results is provided in this document.

Published:2013 Type: research


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Understanding what people value about libraries

Part of the third phase of the Envisioning the library of the future research project, this report examines what people value most about libraries, and how this can be used to continue to place libraries at the heart of their communities. The report identifies the importance of the library space, including its look, feel and purpose; the value of libraries to children and young people; the role of libraries in collecting and offering a gateway to knowledge and culture; the inclusivity of libraries and their role in social opportunity and equality, and the tension between change and continuity in libraries.

Published:2013 Type: research


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Understanding what young people think about libraries

Part of the third phase of the Envisioning the library of the future research project, this report presents the results of two workshops held with young people in the 12-18 age bracket in November 2012. These were designed to take into account their views on the purpose and value of libraries as important current and future users of library services. The third phase of the programme explored public views of the purpose and value of public libraries.

By Dialogue by Design, Office for Public Management, Arts Council EnglandPublished:2013 Type: research


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Envisioning the library of the future

Discover what lies ahead for libraries, and what we can do to help them develop. This major research project commissioned by Arts Council England intends to help set out the value, role and purpose of public libraries with clarity. It points out ways that libraries can respond to change in order to remain at the heart of the community, and gives focus for work in the future. This is the main report covering the first two phases of the project.

Published:2013 Type: research


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BME engagement with London museums and galleries

This research investigates why London's museums and galleries do not attract an audience that more truly reflects the diverse multi cultural and multiethnic demographic character of the capital's resident community. The research used non-user research through street surveys and focus groups. The street surveys revealed a general lack of interest in museums and galleries among BME groups. These were followed up by focus groups which explored the views and attitides of BME museum nonusers in greater depth.  

Published:2013 Type: research


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Our culturally diverse population

Heather Maitland researches the answers to three simple questions: • How have the UK’s demographics changed? • What will be the impact of recent immigration trends? • What is the impact of most recent immigration from Eastern Europe? ... and wishes the answers were as simple as the questions.

Published:2013 Type: research


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Developing an service excellence programme

In 2009 Green Light Research won the UK qualitative research industry’s prestigious Prosper Riley-Smith Qualitative Effectiveness award. This case study provides an overview of their winning project. Centre Parcs were looking for in-depth research to ‘inform and direct the development of a Service Excellence Programme.’ Green Light worked with staff at all levels to define what service meant before engaging with customer audiences. They then worked very carefully with customers to define what good service meant to them.The results have been very positive  – customer complaints have gone down and, as importantly, staff morale has increased.  This case study was …

Published:2013 Type: case-study


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Big data: what it means for qualitative researchers

Keep up to speed with current industry debate on big data and research with this article by Colin Strong, Managing Director, GfK NOP Business & Technology. This article was first published by In Brief, the magazine of the Association of Qualitative Research.

By Colin StrongPublished:2013 Type: article


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Challenging the single approach to qualitative research

Tash Walker, Partner and Co-Founder of research agency The Mix, argues in her article A bad case of research myopia that single approach research methodologies are not always the way to go. So, if you’re planning on investing in some primary research, particularly qualitative research, have a read. It might just make you stop and think again – are you approaching it in the right way? This article advocates the benefits of the research pre-task (eg blogging/diary keeping) and also challenges the traditional focus group setting – have you thought about where your group/groups are taking place and the implications? This …

Published:2013 Type: article


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Getting the best out of qualitative research

An essential guide to getting the best out of qualitative research - an alternative approach to the commissioning process.

Published:2013 Type: guide-toolkit


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Experiences of undertaking qualitative research

In the mid-2000's when the Sainsbury Centre for Visual Arts (SCVA) was closed to the public for major refurbishment, it wasn't just building work happening behind their closed doors. Taking advantage of the space available, part of the SCVA became a test bed for evaluating the physical and and proposed displays. In this 'in conversation' piece, Marge Ainsley, marketing and communications specialist, talks to Kate Carreno, now Assistant Director, Fitzwilliam Musem, University of Cambridge, about her experiences of undertaking qualitative research at SCVA.

Published:2013 Type: article


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Exploring qualitative research for the arts and culture sector

Lisa Baxter showcases three core qualitative research techniques; focus groups, observational research and creative idea generation, and how they might be applied in an arts context.  

Published:2013 Type: article


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Issues facing qualitative research in the arts

If you want a successful business strategy, create and provide appealing product, develop meaningful brands, nurture customer loyalty and maximise sales, you need to find out what makes your existing and potential audience tick. Qualitative research is public engagement that can access rich, deep, actionable insights about your audiences and stakeholders in this respect.

Published:2013 Type: article


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Not just focus groups

Heather Maitland takes a look at the history of qualitative research and finds out that it is a lot more complicated than 'just focus groups'.

Published:2013 Type: research


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Using qualitative research to inform a segmentation system

Gaining key insights from combining qualitative and quantitative research techniques at the Edinburgh International Film Festival.

Published:2013 Type: case-study


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Mystery shopping and discussion groups with family audiences

In May 2007 Audiences North East (ANE) was commissioned by Arts Council England, North East to coordinate a regional family-friendly initiative, with a particular focus on visual arts organisations. They developed a programme of research, training and consultation which took place over twelve months and involved cultural organisations throughout the area.

Published:2013 Type: case-study


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What makes people visit a museum, library or archive?

An overview of research into the activities that are most likely to increase attendance and participation in museums, libraries and archives. It tells us about typical non-users and users, and looks at the activities which work best with current non-users and which work with users to increase the frequency of their visits.

Published:2013 Type: research


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Was the Books for Babies scheme a success?

Research evaluating the social impact of the Boots Books for Babies scheme, which saw over 42,000 bags of books and literacy-related materials distributed to babies in Nottinghamshire. The research explores the wider social impact of the scheme to establish what difference it made to children and parents. It concludes with implications for future development of the project.

Published:2013 Type: research


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How well are libraries engaging with the community?

The final 150-page report evaluating community use of public libraries following Big Lottery funding. Using case studies, the report measures how well the libraries engage with their communities, whether perceptions of library services have changed and how much impact the funding has made on learning and skills development for users, staff and volunteers.

Published:2013 Type: research


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DIY evaluation and research

Helpful advice, resources and pointers for those who a) haven’t got budget to buy in research or evaluation support, b) haven’t any in-house experts or c) haven’t a clue where to start!

Published:2013 Type: guide-toolkit


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England’s adult population: a segmentation of arts audiences

Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.

Published:2013 Type: article


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Increasing demand among hard-to-reach groups

A summary of the findings from ‘Culture on Demand’ research, which explored how demand is formed for the arts, the practical barriers for disabled people and what influences engagement among black and minority ethnic audiences and lower socio-economic groups. It includes two case studies: Balti Buses and the Baltic Centre for Contemporary Art.

Published:2013 Type: article


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A guide to commissioning market research

A straightforward guide with information and tips to help you make the most of working with external research suppliers, from making the decision to outsource through to closing the project. This guide, by market research consultants Ruthless Research, is designed to help charities and other not-for-profit organisations to commission and manage external research and evaluation projects.

Published:2013 Type: guide-toolkit


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Should you change your questionnaire between waves of a survey?

In this short article, Ruth Stevenson of Ruthless Research considers whether it is ever acceptable to break the ‘golden rule’ of questionnaire consistency when designing tracking surveys.

Published:2013 Type: article


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Size isn’t everything: designing a questionnaire

Many arts and cultural organisations utilise research and evaluation to enable them to make evidence-based decisions, and this often includes the use of audience or member surveys, or feedback forms, to gather information. In this short article, research consultant Ruth Stevenson discusses the merits of carefully designed, concise questionnaires and the benefits for the researcher and the respondent.

Published:2013 Type: article


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A guide to the types of questions used in quantitative questionnaires

This toolkit offers an ‘at a glance’ guide to the different types of questions you might include in a quantitative questionnaire. This toolkit is the sixth in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.

Published:2013 Type: guide-toolkit


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A guide to online focus groups and interviews

This is a short guide to online qualitative research.  It offers a list of the pros and cons of online focus groups and interviews.  This toolkit is the fourth in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.

Published:2013 Type: guide-toolkit


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A guide on when to use qualitative or quantitative market research

This is a brief guide to help you decide when to use quantitative research and when to use qualitative research.  This toolkit is the second in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.

Published:2013 Type: guide-toolkit


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An introduction to market research

This is an ‘at a glance’ overview of the procedures to follow when commissioning market research; a handy checklist to keep by your desk, or on the wall to make the research process simpler.  This toolkit is the first in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.

Published:2013 Type: guide-toolkit


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A practical guide to qualitative market research

This is a short guide to focus groups and in-depth interviews, the role of the researcher in moderating a discussion or interview and some considerations for qualitative research analysis. This toolkit is the final in a series of seven toolkits designed to provide an introduction to market research - whilst acting as a handy refresher for experienced marketers.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: research


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Cumbria – visitors and cultural consumers segmentation analysis

This report explores a segmentation carried out on a number of databases from Cumbrian tourism organisations, venues and events. It looks at visitor origin to determine where cultural tourists came from, and assesses the role of local (North West) cultural consumers versus those from other parts of the UK. Visitors are broken down by MOSAIC category, and the report considers potential new markets in light of the findings.

Published:2013 Type: research


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Data collection in museums: the situation in 2005

This article reviews the collection of museum data available in 2005, and how it had developed since 2000. It presents a resume of the main data collections in England, and the availability of the data collected. It also describes the lessons learnt from the collection of data for Renaissance in the Regions from the 160 museums in the regional hubs, which reported back to the Museums, Libraries and Archives Council.

Published:2013 Type: research


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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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The impact of New Audiences on visual arts projects

The New Audiences programme was a milestone in arts funding in England. It was set up by Arts Council England to encourage as many people as possible, from all backgrounds and every walk of life, to participate in and benefit from the arts. This article describes the various visual arts projects undertaken as part of this programme of work. It outlines the content and impact that a wide selection of visual arts project had on audiences, organisations and partnerships. These include Architecture Week, Slot Art, Shooting Live Artists, The Library of Babel and Love Art Later.

Published:2013 Type: case-study


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Who's going to the gallery? A case study from the Sydney Metropolitan region

In 2005 Museums & Galleries NSW found that there was little audience research undertaken by organisations within the state - and where it did occur, there was little consistent methodology. The Australia Council for the Arts funded a strategic audience evaluation and development study which took place over two years to benchmark audiences. This report provides an abridged version of the larger Sydney Metropolitan region paper and includes an overview of the audience profile across ten participating galleries.

Published:2013 Type: research


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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.

Published:2013 Type: guide-toolkit


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How to creatively teach science through music

Explore the impact of innovative teaching methods in science on attainment, achievement and attitudes of pupils. By encouraging teachers to use music when exploring the science of sound, this project demonstrates how lessons can be made more engaging.

By Janet ChapmanPublished:2013 Type: case-study


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How to strategically grow your audience

In order to grow audiences it's important to be strategic in your approach. This article explains how a combination of marketing cycle planning and gathering the right data can help you make informed decisions about communication and marketing activity. You'll find a series of practical case studies, tools and downloads that can help you be more savvy when it comes to developing your audience base.

Published:2013 Type: article


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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.

Published:2013 Type: research


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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.

Published:2013 Type: research


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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.

Published:2013 Type: guide-toolkit


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Arts Engagement with older people and families

Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London's Family Advocates Programme, BAC's work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate Britain's project working with children to explore artwork through classical music among others.

Published:2013 Type: case-study


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Identifying the potential: Developing theatre audiences in Wales

Report on research undertaken on how theatre audiences could be developed in Wales.  The research aimed to identify current trends in drama attendance in Wales, provide profiles of drama attenders and potential attenders, assess the approach to and correlation of programming and marketing, and identify areas of good practice and potential audience development schemes and initiatives.

Published:2013 Type: research


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Market research – an introduction for arts and cultural marketers

Discover when it's appropriate to carry out market research, how to get started, and how to make sure you're doing it right. This introduction to market research covers core topics including why and when to do research; approaches to market research; desk research; qualitative and quantitative research; staying within best practice guidelines; devising a research programme, and working with external market research agencies.

Published:2013 Type: guide-toolkit


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Our Creative Talent – the voluntary and amateur arts in England

An in-depth study of voluntary and amateur arts groups and informal adult learning in the arts in England. Commissioned by DCMS and Arts Council England to improve the knowledge base on the voluntary and amateur arts sector in England, it is the first of its kind on a national scale and represents the first step towards developing a comprehensive understanding of a very complex sector.

Published:2013 Type: research


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"Not for the likes of you" – how to reach a broader audience

Explore how a cultural organisation can become accessible to a broad general audience by changing its overall positioning and message, rather than just by implementing targeted audience development schemes or projects.

By Maddy Morton, Seamus Smyth, Mel Larsen, Debbie BaynePublished:2013 Type: research


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The essentials of audience development for achieving diversity

An insight into the three key elements of audience development - research, tools/methodologies and sustainability, along with practical tips drawn from 15 years' experience of running diversity development programmes, and clear channels to enable you to embed audience development across the organisation, achieving a vital sense of ownership across all departments.

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 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. 

By The Audience AgencyPublished: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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Getting in on the act: how to create opportunities for active participation

People are engaging in the arts in increasingly active and expressive ways. Arts organisations are examining this seismic shift toward a participatory arts culture and figuring out how to adapt in new and creative ways. This report looks to deepen understanding of these changes and spotlights exciting examples of participatory arts practices. The researchers investigated active arts participation across the arts sector in the United States, United Kingdom and Australia. The report helps address many of the concerns that arts organisations may have in embracing participatory arts practices and illuminates the various trends in the field that are responsible for this shift. This report also presents the …

Published:2013 Type: research


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Practical guide to researching economic benefits for arts and cultural organisations

This practical guide takes a look at why arts and cultural organisations might want to measure economic benefit and gives a decision tree to follow to decide on the best method to adopt. Each of the four methods suggested is then discussed in detail, together with case studies of organisations that have used it. It finishes with links to toolkits and further reading to help organisations understand the subject and practice.

Published:2013 Type: guide-toolkit


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Pricing strategies to encourage increased audiences at WNO

Case studies and research undertaken since the 1980s have shown that price is not the most significant barrier to arts attendance and suggests that there is scope for price increases. This article on Welsh National Opera's experience found that for current opera-goers, a decrease in price could encourage more attendances and actually increase revenue.

Published:2013 Type: case-study


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Subscription scheme benefits

Subscription schemes are used by major American institutions to sell theatre tickets in bulk. These schemes often act as a starting point for increasing customer loyalty – by encouraging customers to attend more frequently, it is hoped that they will eventually become a friend or a donor. Consultant Debbie Richards explains the benefits of this approach and how ticket bundles have boosted sales at Bolton Octagon, one leading regional venue.

Published:2013 Type: article


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Visitor behaviour and engagement in the museums and heritage sector

This document brings together a vast body of research and experience to demonstrate how research can develop museums’ and galleries’ ambitions, vision, models and methodologies to enable a much more meaningful measure of impact and value.

By Morris Hargreaves McIntyrePublished:2013 Type: guide-toolkit


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How to carry out research into children, young people and families

This guide was designed to help community and voluntary organisations in Northern Ireland to research what works in relation to their service-users; what has been shown nationally and internationally to be most effective in producing the desired outcomes for the people they work with. It should enable organisations in the voluntary and community sector to make better and more informed decisions both about what they are doing and the impact of what they are doing. This document is not a comprehensive guide to research or evaluation, but serves to highlight a number of key aspects of the research process. In …

Published:2013 Type: guide-toolkit


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Who visits the Baltic Centre for Contemporary Art and why

The audience profiling study provided primary data through interview-led exit surveys to gain a deeper understanding of visitors, who they are, their motivations and attitudes. The profiling examined reasons for visiting, marketing reach, exhibition awareness and engagement, and visitor satisfaction. The insights informed recommendations for how Baltic could deepen engagement and improve the offer, and provided comparative data when set against other regional/national museums or art galleries.

Published:2013 Type: research


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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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How research can make your marketing more strategic

This seminar looks at how research can provide insight into audiences that will lead to robust business planning, more strategic marketing, and make your communications more effective. Taking Research, Why Bother? As it’s starting point It provides an overview of different research tools that can equip your organisation to engage with its public, and become more successful as a result.

Published:2013 Type: case-study


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How to effect organisational change by sharing research

This case study looks at how visitor research can be used to help create a shared language and understanding about visitors across an organisation and provide the impetus for change. The case study highlights the benefit of using research as a springboard for audience development and clear communication with visitors and colleague, how to lift the research off the page and translate it into a manifesto for change.

Published:2013 Type: case-study


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A different approach to segmentation for galleries

For galleries, the segmentation of audiences raises new challenges. Without extensive box office data from ticket sales, how can you target new audiences? This keynote looks at best practice in marketing communications and how Tate developed segmentation of audiences according to the sort of experiences people want, rather than how old they are and where they live, using a range of research techniques, including quantitative surveying, mystery shopping and observational analysis.

Published:2013 Type: case-study


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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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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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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.

Published:2013 Type: guide-toolkit


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Building a value framework to assess the success of cultural projects

Learn how the Barbican's marketing director, working together with the artistic director and financial director, created a Value Framework model for the venue. Designed to assess artistic projects across a variety of measures, some financial, some relating to audience development, some relating to environmental issues, this model enabled the Barbican to attach a real value to artistic projects over and above a simple per-seat subsidy model. The document considers how we can strategically measure the value of an arts project, and reviews how successful the Barbican's model has been.

Published:2013 Type: guide-toolkit


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What is benchmarking between arts organisations, and why is it useful for arts marketers?

This guide and case study addresses the question of how your own organisation’s arts marketing situation measures up against those of your peers. It addresses what kind of benchmark is useful – such as budget, return on investment, email open rates, size of database – and suggests how you would approach getting those benchmarks. The presentation was given at the AMA Museums and Galleries Marketing Day, in the context of the ADUK benchmarking project for museums.

Published:2013 Type: guide-toolkit


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Factors that drive arts attendance: overview of major studies

This presentation looked at a range of primary and secondary research such as the DCMS Taking Part Survey and CASE reviews of research in sports and arts. It posed the question ‘What drives arts attendance? It looks at the impact of distance from venues and concludes that proximity is significant in predicting attendance, along with ethnicity & qualifications, but that proximity is even more significant in predicting frequent attendance, other factors less so.

Published:2013 Type: research


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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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Managing PR in a 24-hour news society

How can cultural organisations manage their public relations in an 'always-on' society where the news is constantly being updated? This transcript of a panel discussion explores how to be one step ahead of the media, how to make sure your marketing campaigns are picked up by the press both in print and online, and how to ensure they are portrayed in a good light.

Published:2013 Type: article


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How to manage multiple priorities

How can you manage a mix of priorities while still meeting the targets and expectations of artists, funders and line managers? How should you decide on your top priorities? This article describes how to manage your time effectively in order to achieve a balanced working pattern while still meeting all your objectives and deadlines.

Published:2013 Type: guide-toolkit


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Using geo-demographic reports and customer data for arts marketing

Dust off some of the very best research you may have – geodemographic analysis - and find here some simple ways to make these reports work harder for your organisation. Take a look at the two major UK geo-demographic profile models: ACORN (A Classification of Residential Neighbourhoods) produced by CACI and MOSAIC produced by Experian. If you have not used either, then it suggests that data delight awaits you - start by reading Leo Sharrock's guide to desk research.

Published:2013 Type: case-study


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Using visitor personas to target audiences more effectively

By developing audience personas, organisations can better target their marketing campaigns for specific groups of customers. Personas can also help plan and prioritise which tools to use to best reach specific visitors. The Citizens Theatre in Glasgow successfully used this approach to focus their campaigns.

Published:2013 Type: case-study


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Measuring the effectiveness of digital innovation

In order to see whether digital marketing efforts are working, cultural organisations have to measure the right things and use the right tools. This article looks at two case studies: one of a group of major UK institutions conducted by Culture 24, and another by The Powerhouse Museum in Sydney. It looks at how to choose the right tools for measuring digital engagement, and how to build analytics into the fabric of projects.

Published:2013 Type: case-study


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What experiences do visitors look for?

Based on research conducted on more than 10,000 visitors across 65 galleries in England and Wales, this document provides insights into what different audiences and visitor groups expect from their cultural experiences.

Published:2013 Type: research


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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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Audience research at festivals and outdoor events

This article about audience research consists of edited highlights from the Audiences London Plus Guide and Toolkit for Audience Research at Festivals and Outdoor Events commissioned by Arts Council England and developed through consultation with organisers of festivals and events, local authorities, GLA, Director of the Independent Street Arts Network, and the Creative Programmer for the Olympic host boroughs. The guidelines produced by Audiences London Plus in consultation with the sector, offer a flexible but standardised approach which will enable, over time, the development of crucial benchmarks across the outdoor arts sector.

Published:2013 Type: guide-toolkit


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Family friendly? Understanding the family experience – a case study from the National Railway Museum

A case study about research done by the Science Museum Group into the needs of young visitors and their families at the National Railway Museum. Research consultant Heather Maitland was engaged to undertake the research to explore how family friendly the museum is.  She conducted observations and interviews with families and most importantly, with the children.

Published:2013 Type: case-study


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Useful audience research reports for understanding audiences and audience development

Julie Tait of Culture Sparks share her five favourite research reports about understanding audiences

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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Carrying out research into audiences, visitors and participants in the arts and cultural sector

A selection of research and comments around carrying out research into audiences, participants and visitors that is actually useful to your organisation and can help in decision making.

Published:2013 Type: research


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Evaluating success online in the arts and cultural sector

Culture24’s Let’s Get Real report challenges assumptions and provides an insight into the way cultural and arts organisations go about trying to measure their success.

By Jane FinnisPublished:2013 Type: article


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Delving into Google Analytics

Since Google’s web statistics software ‘Analytics’ became publicly available back in 2006, it has spread rapidly to the point where it’s rare to find a site that doesn’t use it. The arts sector has embraced the application, and many organisations and institutions use Google Analytics generated statistics as key performance indicators for their online activity. Peter Pavement takes a look at some interesting methods of analysis, both old and new.

Published:2013 Type: article


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Digital analytics culture in arts organisations

In many cases, museums and other cultural institutions stumble blindly into the world of analytics, and at first see metrics reporting as a peripheral activity, largely undertaken without a plan or dedicated resources. They thus miss the opportunity to fully understand the deep insights analytics can offer. This case study presents the steps taken at Tate to establish a culture of analytics throughout the organisation.

Published:2013 Type: case-study


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A festival out of time

Describes the change management process undertaken at The London International Festival of Theatre, where the organisation reinvented itself as a 'festival out of time'.

Published:2013 Type: case-study


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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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Getting the best out of qualitative research

A seven-step guide to changing your approach to qualitative marketing research and the way you work with your research company.  Start by choosing the best research company for your requirements and work closely with your suppliers to ensure the best results. Tips and advice on getting the most out of your research.

By Martyn RichardsPublished:2013 Type: article


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Panning for gold

February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible A guide to collecting valuable audience information in ticketed organisations from box office data and desk research.

Published:2012 Type: guide-toolkit


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Research brief samples

Example research briefs for use in commissioning organisations or consultants to carry out research.

By Cath HumePublished:2012 Type: case-study


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Stringing the pearls together

Follows on from 'Identifying the Pearls' and provides next steps, guiding you through planning a small in-house research project doing face-to-face questionnaires with existing visitors.

Published:2012 Type: guide-toolkit


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Commissioning market research – writing a research brief

Gain tips for developing the structure and content of your research brief in this simple guide by Liz Hill.

By Liz HillPublished:2012 Type: guide-toolkit


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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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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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