Understanding audiences

Issue 47 / August 2012

Peace, love and understanding

This August 2012 issue of JAM focuses on understanding audiences.

Consultant, author and trainer; Heather Maitland reviews advice on doing research that your colleagues will actually read in Research Round up on page 4. James Doeser of Arts Council England delves into refreshed Arts Audiences: insight to reveal some audience segments (page 6) and Marge Ainsley explains how experimentation provided a greater understanding of Manchester Art Gallery’s visitors (page 8). Penny Mills asks of our audiences if they are the outdoors type and looks at the challenge of capturing insight about audiences for free and outdoor events (page 11).

The middle pages see the return of AMA team members Neil and Isky introducing this year’s dream team of AMA member reps while AMA board member Tim Wood involves us at the start of The Place’s journey to grow their audience (page 14). Kara Larson has data envy as she wonders why, when some of the world’s biggest companies rely almost entirely on data to create value for their customers we don’t, in the arts take full advantage of our audience data (page 16). Lisa Baxter shows us how an arts organisation might work with their audience to improve the audience experience (page 18) while Karen Oliver-Spry shares some research that gave a great insight into their young visitors at the National Railway Museum (page 22). Julie Tait of Culture Sparks reveals her favourite understanding audiences research reports (page 19) while AMA member rep Bryony Bishop reveals all in Just a minute (page 21) and Ben Jeffries tells us a tale or two in Spotlight.

Any thoughts, comments or suggestions for JAM? Please email the Editor.