Explore your potential audiences using existing (and free!) data
There is a wealth of information out there – easily-accessed and free – that could give you a deeper understanding of both your existing and your potential audiences. But it isn't easy to work out which are the most useful sources, and even harder to pull out the information of importance to you.
This session will speed up how you do this kind of research, and help you get the maximum value from the free sources – letting you concentrate more time on what to do with the insights.
We will signpost you to the best of the free resources available, and give you skills to pull out the relevant information. By the end of the session, you'll have a budding research dossier ready to present within your organisation.
This session will teach you to:
- define your catchment area, so you know where to target your audience development efforts
- use the Office for National Statistics website to discover more about the populations in your local neighbourhood
- analyse TGI Area Profile reports to find out the number of potential arts attenders in your area, and other useful demographic information
- use geo-demographic profiling tools - Mosaic and ACORN - to better understand what people are like, how they behave and where they live
- apply the Arts Council's Arts Audiences Insight segmentation to find and target different people with varying levels of arts engagement
- understand the relevance of the Taking Part survey findings
The session is especially relevant for marketing or research staff and service providers, whose job roles include undertaking research into audiences and visitors from the general public.
Facilitator: Daniel Cowley, Research Officer, Audiences London