A guide to monitoring audience diversity

A guide to monitoring audience diversity

By The Audience Agency


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.

There are 2 main reasons why cultural organisations say they monitor the diversity of their audiences:

- To report and provide evidence to funders and other key influencers
- To evaluate audience development plans/ projects

Our research underlined the fact that organisations could be getting much more out of audience-monitoring, enjoying a wider range of benefits. Our main finding was that - like all good research - monitoring becomes useful when planned and designed with a clear purpose in mind. This is the essential ingredient that makes the difference between a process which effects positive change and one that is an expensive and timeconsuming chore.

Resource type: Guide/tools | Published: 2013