Resources tagged with Audience Behaviour



Culture Restart: second wave of findings, November 2020

The second wave of responses to the Culture Restart research by the Insights Alliance, a partnership between Baker Richards, Indigo and One Further. The research supports cultural organisations at all stages of reopening, and will track customer sentiment over six months, giving organisations instant access to audience insight and building a national picture for the benefit of the whole … Read more

Family audiences: welcoming back after Covid-19

The Family Arts Campaign and Indigo have worked together to look at how families feel about returning to live events after Covid-19. Many family audiences have much in common with other regular culture-goers. However, there are a few significant areas where they differ significantly and which might hold some clues for venues, producing organisations and … Read more

Culture Restart: first wave of results

A new partnership between Baker Richards, Indigo and One Further, The Insights Alliance, has launched the Culture Restart Toolkit. This set of free tools is designed for cultural organisations at all stages of reopening, and will track customer sentiment over six months, giving organisations instant access to audience insight and building a national picture for … Read more

Lockdown Learning: #4 Basic needs and creativity

Creative People and Places in Lockdown: responses and learning is a short series of  five case studies that explore the impact of the COVID-19 pandemic on CPP projects and how they responded. Each of the five case studies will explore a different theme. In the fourth case study Kathryn Welch asks: as people struggle to … Read more

Lockdown Learning: #1 Working with artists through lockdown

Creative People and Places in Lockdown: responses and learning is a short series of  five case studies that explore the impact of the COVID-19 pandemic on CPP projects and how they responded. Each of the five case studies will explore a different theme. The first case study by Kathyrn Welch looks at the immediate and … Read more

Segmentation in practice: getting started

Segmentation in practice: getting started Town Hall and Symphony Hall (THSH) in Birmingham are two large-scale receiving venues presenting a variety of performances a year, focused largely on music. After the re-opening of the Town Hall in 2007, the organisation was keen to undertake a comprehensive segmentation of its customer base to better understand its ... Read more

Segmentation in action

Segmentation in action The Natural History Museum’s programme — Audience Focus — sharpened their act and allowed the museum to better understand their audiences and their market share. This article was first published in JAM (issue 34 / April 2009). Article snippet Cultured Pleasure Seekers Typically defined as students and young professionals making the most ... Read more

Reconciling segmentation with diversity

Reconciling segmentation with diversity There was a time when the word ‘segmentation’ used to feel a bit too close to ‘segregation’, but we know nowadays that targeting can mean better communication, service, representation — and less marketing spend. So much for the ideal but as a practice, segmentation brings challenges.  This article was first published ... Read more

Principles of segmentation for arts marketing and audience development

Principles of segmentation for arts marketing and audience development This article is an attempt to demystify segmentation and show you that you’re probably already doing it, but may not know it. It was first published in JAM (issue 37 / January 2010). Article snippet What is segmentation? Segmentation involves splitting customers or potential customers into ... Read more

Using visitor personas to target audiences more effectively

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. (This conference ... Read more