CultureHive > Research > Regional audience and visitor profile in the Black Country
15th April 2013 Sara Lock

Regional audience and visitor profile in the Black Country

By: Max Toynbee, Penny Mills

Organisations can learn a lot about their current and potential audiences through profiling. This project uses data from eleven different organisations in the Black Country to identify and understand the arts engagement behaviour of audiences across a common catchment area. It identifies hot spots of cultural engagement which could be further penetrated, as well as demonstrating the potential for audiences who are not currently attending or participating – but have a propensity to do so.


This regional profile report demonstrates that:

- The organisations as a group serve a cross-section of the local population
- Each organisation draws visitors/audiences from across local authority boundaries

It then goes further to:

- Describe what the audiences and visitors are like
- Understand their differing levels of engagement
- Identify where there is potential for audience development and/or CRM activity by describing:

1. Areas of potential – engaged people, some of whom attend
2. Hotspots – geographic areas of engaged people who attend
3. Cooler spots – less engaged people, some of whom attend
4. Non-engaged areas

| Published:2013

Smart tags: front of house TGI segmentation profiling demographic CRM catchment area