1. Introduction It is important for any organisation to reflect and respond to the needs of its audiences. A common pitfall for many arts and heritage organisations is the assumption that just because we value what we do, then others will too. This is especially the case when thinking about finding new, perhaps younger, audiences … Read more
NEMO is a Science Centre in Amsterdam, and one of the Netherlands leading attractions. NEMO wanted to reassess its organisational priorities and worked with arts consultancy Wonderbird to establish NEMO 3.0, the vision of NEMO in the future, and to set a marketing strategy that can support that vision.
Catherine Bunting describes research which breaks down the adult population in England into distinct segments based on whether and how often people attend and participate in the arts. She shows how the segments differ in terms of demographics, attitudes, behaviour, lifestyles and aspirations and how arts organisations might (or might not) engage with each group.
Twelve case studies of arts engagement projects working with older people and families in London. The case studies share the learning from Audiences London’s Family Advocates Programme, BAC’s work with non-professional older artists, a skills exchange with Building Exploratory, an architecture centre and Cubitt, a gallery and studios regarding work with older audiences, Royal Philharmonic Orchestra & Tate … Read more
A research study that profiles the changing social, emotional, personal and cultural needs of young people by investigating their needs, motivations and attitudes, informing service provision. The findings seek to understand the child’s world through the variety of environments and relationships in which they live – the political systems and policies, how they develop and … Read more
The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new … Read more
This short guide outlines the ways in which dance studio’s can market themselves to dancers and dance students.
The study, involving nine London galleries, sought to quantify and understand the evening market for galleries, providing demographic and psychographic profiling data alongside attender motivations and the relationship with daytime visits. The data also cross-referenced findings from participating venue to venue, and analysed marketing activity reach and appeal by segment, and opportunities to position galleries … Read more
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 … Read more
Identifying and interpreting realistic key indicators for performing arts audiences through a collaborative audience analysis and intelligence-sharing programme. Working across 36 London venues, audiences were analysed by artform, demographics and market penetration, repeat attendance, ticket spend and booking behaviour, growth patterns, as well as a propensity to move across venues and artforms, creating robust benchmarks.