The new tools will continue to transform the value organisations can extract from the Audience Answers industry-leading data set, covering over £7bn in transactions, 20 million households, and 1.5 million survey responses.

This new resource promises to provide an unparalleled source of actionable knowledge for creative and cultural organisations across the UK. The new suite of audience data and insight services have been re-designed to do what users say they need, free of other constraints. Worked on with users – from organisations of all shapes and sizes. Audience Answers is designed to help organisations navigate the complex challenges ahead, to get the balance right. As a non-profit dedicated to the cultural sector, The Audience Agency is also building on a decade of providing trusted counsel.

The new service intelligently combines ticketing, surveys, Audience Spectrum segmentation, mapping and other population data and follows four main design principles:

  • Insight into Action
  • Users First
  • Flexible and Sensitive
  • Networked

The new service offers a pick-and-mix of options across three levels:

  • A free Snapshot package keeping it quick-and-simple,
  • a paid-for Essentials layer of new actionable insights, served-up on an interactive dashboard,
  • and a tailored In-depth option, complementing other research and data, with access to The Audience Agency’s team of specialists.

Thoughts from our team on this new era:

“After nearly a decade working with the sector to make audience data an essential ingredient in every responsible cultural organisation’s mix, we have learned a lot. Over that time, we have rethought our approach and redesigned our toolkit accordingly. Today we relaunch it as Audience Answers to reflect this evolution. Ten years ago, it was all about the tech. Now it’s all about our users.”

Anne Torreggiani, Chief Executive Officer

“We have streamlined our data tools into one Audience Answers brand to maximise the impact of data-driven insight for the sector. This launch marks the beginning of an exciting new journey alongside the sector to harness the power of our unmatched data knowledge.”

Stephen Miller, Chief Technology Officer

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