February 2015: New guidance on Data Protection is coming soon and information here will be updated as soon as possible
A guide to collecting valuable audience information in ticketed organisations from box office data and desk research.
Although it’s generally acknowledged within the field of arts marketing that research and data analysis should be central to marketing planning, it’s often difficult to know where to start. This guide takes you through the research process step-by-step and demystifies some jargon along the way.
The flowchart below provides a framework to get you started. Click on each link to skip straight to the relevant section of the guide, although if you have time, it would be more useful to read through each section in order.
This guide has been developed for ticketed organisations. If you are interested in gathering information on visitors in non-ticketed organisations, click here for Diving For Pearls.
The guide primarily concentrates on the planning and data gathering part of the process.