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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 ... Read more


Published: 2012 | Resource type: Guide/tools

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 ... Read more


Published: 2013 | Resource type: Research

The Audience Agency

An overview of MOSAIC profiling groups

MOSAIC is a consumer classification system that gives you access to a vast range of demographic data. This guide provides a handy one-line overview of Mosaic groups and types.


Published: 2009 | Resource type: Guide/tools

A model for volunteer engagement

This presentation offers a model for volunteer engagement in the cultural sector based ‘Mosaic’, a National Parks project. Describing the process of their ‘volunteer champions’, the author argues that elements of the model could be adapted to the cultural sector, such as recruitment and induction, personal development plans and group leader visits.┬áThe project aimed to ... Read more


Published: 2013 | Resource type: Case studies