The Audience Agency (TAA) is a mission-led charity: our purpose is to provide knowledge, data and insight enabling cultural organisations to increase their relevance, reach and resilience.
We believe arts, culture and heritage have the power to improve the quality of people’s lives, to create meaning and community, to promote empathy and learning. The more citizens are involved in shaping culture and taking part, the greater the power. Our mission is to give the public a voice in shaping a vibrant, relevant culture.
The Audience Agency is funded by Arts Council of Wales, Creative Scotland and a range of other project funders and partners.
How we can help
At The Audience Agency, we are committed to working with you to deliver your triple bottom line – your artistic vision, social purpose, and business resilience.
This means helping you to:
- Understand your audiences,
- Segment your audiences,
- Build your audience strategy,
- Develop your offer,
- Evaluate your activities, and
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Strengthen your skills through training for ongoing effectiveness.
Our unique model blends off-the-shelf products and services with completely bespoke research and consultancy, enabling us to work with your organisation at any stage of its development or funding cycle. From understanding exactly who your audiences are, to designing new creative offers, to understanding the reach, pattern, and diversity of your audience attendance – we can work with you to find both swiftly applicable “quick wins” and deeply transformative action, ensuring a future where you don’t just survive, but thrive.
How we work
The core of our work is building actionable insight through innovative approaches, including:
- Data-driven decision making
- Experience journey mapping
- User-centred design
- Creative techniques
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Mixed-method approaches
Our methods are based around our belief that audiences and users should be at the heart of any solution and draw on our unrivalled market understanding derived from real engagement data from 20 million households.