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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 ... Read more


Published: 2014 | Resource type: article

Dance Touring Partnership – Overview of Research into Contemporary Dance

A benchmarking document created by Heather Maitland on behalf of the Dance Touring Partnership. This research overview focuses primarily on research reports written between 1995 and 2005 into the behaviour and attitudes of attenders of dance styles that the researchers have categorised as ‘contemporary’.


Published: 2007 | Resource type: Research

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Dance Touring Partnership Box Office Analysis 2013–2015

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


Published: 2015 | Resource type: Research

Dance Touring Partnership – Research into Audiences for Dance Summary Report

Beth Aplin and Heather Maitland carried out research on dance audiences at Dance Touring Partnership tour venues over two years and three tours. This is the summary of their findings.


Published: 2007 | Resource type: Research

Using a leisure pass system to break down barriers to audience attendance

Peter Bary from the Brussels based cultural marketing organisation Cultuurnet Vlaanderen outlines their recent success with ‘Uitpas’ a leisure pass system that aims to break down barriers for infrequent cultural audiences. The user friendly leisure pass works on a credit saving system and offers cultural ‘trials’ and discounts for less advantaged audiences. The project was ... Read more


Published: 2014 | Resource type: Case studies

Arts Attendance in Ireland 2012-2013

Arts Audiences works within Ireland to build knowledge and expertise within the arts about audiences through a range of initiatives and training courses. Arts Audiences is funded by The Arts Council/ An Chomairle Ealaoin and is a partnership initiative of The Arts Council and Temple Bar Cultural Trust. The annual Arts Attendance in Ireland report ... Read more


Published: 2013 | Resource type: Research

How can a community based dance company be successful in the 21st century

In this white paper Ballet Memphis and National Arts Strategies (USA) share the findings of the initial stage of fact finding work that set out to ‘reinvent’ Ballet Memphis by ‘building bridges to new communities and planning a variety of sustainable scenarios for the future business model’.  It gives a fascinating insight into the questions ... Read more


Published: 2008 | Resource type: Case studies

The challenges of attracting new attenders

Two case studies describe projects to attract new attenders. The first involving Northern Ballet Theatre and Leeds Grand Theatre highlights the importance of producing good quality data. The second project involving MacRobert Arts Centre, Stirling and Sunderland Empire describes their aim to attract young new attenders and concludes that monitoring and evaluation must be build ... Read more


Published: 2000 | Resource type: Case studies

Developing youth audiences: Is it worth it?

How do we address the under-representation of under 26 year olds in our audiences? The first article debunks 13 myths about youth arts attendance, including ‘Young people don’t have any money’ and suggests that efforts to attract ‘young people’ might be a waste of resources; the second and third articles describe successful schemes at the ... Read more


Published: 2000 | Resource type: article

Developing apps to raise awareness and drive exhibition attendance

A case study following the development of the Museum of London’s iPhone and iPad app to coincide with their Dickens and London exhibition. Explains the background to the project, the objectives behind creating an app, the process of building the app, and the outcomes. Discover what the museum discovered around app pricing and driving footfall ... Read more


Published: 2013 | Resource type: Case studies

New work for new audiences resource screen shot

New work for new audiences: an approach to audience development

Explore Welsh National Opera’s approaches to reaching new audiences and delve into the evaluation of Classic FM-supported concerts in this presentation by Lucy Shorrocks and Giles Pearman.


Published: 2005 | Resource type: article

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The director’s cut – key challenges for museums and galleries

Things have changed dramatically in the past 25 years in visual arts marketing and in particular how we think about our audiences. In this article the author reviews the period and provides a ‘once in a lifetime’ case study from Manchester City Galleries. You’ll find details about what approach was taken in order to put ... Read more


Published: 2013 | Resource type: article

Using a business planning model for audience development

This seminar report from the AMA Museums and Galleries Marketing Day explores a proposed national framework for supporting museums, libraries and archives through a business-planning model of audience development.


Published: 2013 | Resource type: article

Change for the better: developing audiences

This article includes two case studies from Tyne & Wear Museums and macrobert. Each author looks at how they made integral changes to their organisation in order to develop new and diverse audiences. From improving the overall visitor experience through to developing venue brands; and setting up youth panels through to developing a children’s charter, ... Read more


Published: 2013 | Resource type: Case studies

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A holistic approach to developing new and diverse audiences

Kerry Michael explores Theatre Royal, Stratford East’s holistic approach to audience development in this report from the AMA conference 2005.


Published: 2005 | Resource type: article

New Audiences programme: a review

The purpose of the New Audiences programme was to encourage as many people as possible to participate in and benefit from the arts in England. The programme ran between 1998 and 2003 with a total budget of £20 million. The aims of the programme included tackling barriers preventing arts attendance, increasing the range and number of people participating ... Read more


Published: 2013 | Resource type: Research

Not for the likes of you success stories cover

‘Not for the likes of you’ success stories

Discover the success stories of the ‘Not for the Likes of You’ initiative, as ten organisations share how they changed their overall positioning and messaging to remove barriers to attendance and participation.


Published: 2004 | Resource type: Case studies

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 ... Read more


Published: 2011 | Resource type: Case studies

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: 2011 | Resource type: Research

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: 2010 | Resource type: Research