Some frequently asked questions

How does this differ to other segmentation and profiling tools?

Compared to Arts Audiences Insight, Mosaic, Acorn and other commercial tools, there are a number of new innovations; see Key Innovations below.

What is the difference between Audience Spectrum and Arts Audiences Insight (AAI)?

AAI gave arts accurate profiles but did not include as much museums data and could not be used as an accurate geo-location tool as it did not tell you where segments lived. Is it free? Everyone can view the profiles and detailed pen portraits and use the mapping tool (on the Audience Finder dashboard) to map segments at postal sector level for free. There are a lot of Audience Spectrum services – getting a profile of your audiences or area is free to participants within the Audience Finder programme. Other more bespoke services and detailed analysis have a cost attached.

How can I apply it to my organisation?

See "Benefits to Users" below.

Is this relevant to museums?

Yes, modelling was done on survey information about peoples arts AND museums engagement.

If I already use another segmentation tool is this still relevant?

Yes but different tools do different jobs. There are a range of circumstances where Audience Spectrum is the best thing, but not always. We can advise, and will still use Mosaic - it relates to Audience Spectrum but can procide more detail on commercial habits.

We have used Arts Audience Insight – is this still relevant?

Audience Spectrum replaces AAI – it is more up to date and has more uses. However, there is a good deal of overlap between old AAI segments and new Audience Spectrum segments and we've noted this in each of the pen portraits to enable a painless transition. Contact us for advice.

Is this relevant for small as well as large-scale cultural organisations?

Yes it’s applicable to all sizes and artforms, with any or no data of their own – different organisations will find some uses more beneficial than others.

How can I access the information?

There is a detailed “pen portrait” of each segment covering their cultural habits, lifestyle, suggested engagement strategies and detailed statistics. Then you can use the Audience & Venue Mapping Tool on the Audience Finder dashboard to map each segment at postal sector level, including a count of households, to find out where they are.

Will it still be relevant in a few years time or will it need to be updated like other segmentation tools?

All segmentation tools need to be refreshed – but Audience Spectrum will evolve in a gentler, more organic way than most, as we add more data and more people experiment with strategies.

Is this only available through The Audience Agency?

Audience Spectrum has been commissioned for the sector from The Audience Agency, a charitable organisation. All the findings are freely available, but only The Audience Agency is licensed to carry out profiling – we are very happy to provide profiles and analysis for consultants, agencies, academic institutions and directly to cultural organisations.

What partners are involved in the development of Audience Spectrum?

See "The Science Bit" below.

How do I use Audience Spectrum to report back to funders like Arts Council England?

Arts Council England has commissioned this tool and ACE Relationship Managers have been briefed about Audience Spectrum and its uses - it should help in your communications with them. We hope to introduce Audience Spectrum to local authorities and trusts/foundations over the next year.