Learn how to best apply audience data in evaluation to develop your practice and prove the impact of your work.


For individuals who want to learn from what they do, understand what works and prove their impact. This session is appropriate for anyone who is using or wants to use evaluation in a variety of settings. It is appropriate for people with differing roles, experience and knowledge, although participants will gain more from the session if they are already undertaking or plan to use evaluation in their work.


This session focuses on using audience data in evaluation, looking at how we can use it to learn from and make the case for your work. Using established models and examples, participants will go through the process from establishing indicators through to framing the results.

This will be an interactive session in which you will have the opportunity to consider and discuss your own individual situations. You should therefore come prepared to discuss your work both with the facilitator and other participants. Led by Senior Consultant Jonathan Goodacre, the session will be appropriate for a wide range of types of work and will tackle both ‘DIY evaluation’ and the use of external researchers/evaluators.


  • Frameworks to apply when designing your evaluation
  • Confidence in how to ensure that your evaluation does all that it needs to do
  • Suggestions of tried and tested as well as innovative approaches to data collection to give it robustness as well as that something extra.

All participants will also be able to take away the slide deck, a follow-up resources/reading list and have the option for a short follow-up conversation with the facilitator.


Jonathan Goodacre, Senior International Consultant, The Audience Agency

Jonathan is the lead consultant for the international work of The Audience Agency as well, as working on a variety of projects in the UK. He has led a large variety of evaluation projects including the current evaluation of the Galway 2020 European Capital of Culture, Norfolk Suffolk Cultural Destinations project and the Peterborough Presents and Revolution Arts Creative People and Places initiatives.

Find out more about Jonathan


Our 3-hour Masterclasses are focused sessions in which you will both learn and participate. Guidance and insights from our experts are provided in an interactive session in which you will have the opportunity to consider and discuss your own individual situations.

Please note that this is intended to be a discursive, participatory session with elements such as break-out rooms and exercises. There will also be a presentation delivered by the facilitators.

Date: Wednesday 21 July 2021, 10:00 AM - 1:00 PM GMT

Cost: £95 per person

Book your place

We are aware that payment on cards may be difficult right now. Please email events@theaudienceagency.org if you’d like to discuss payment by invoice or to discuss group booking pricing.

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