Some organisations have been in touch to see how we can help them to know more about who their online audiences are as they expand their digital activity. So we've created a new Digital Audience Survey to do just that.

The survey will be provided free of charge, as part of The Audience Agency’s COVID-19 support package.

How do organisations take part?

  • To get started simply fill in our Digital Audience Survey request form
  • One of our team will be in touch within 2 working days with your survey link
  • Share the survey link with your online audiences via your social media channels and website (either via a pop-up, banner or as an embedded link)

Why use the new survey?

The Digital Audience Survey is designed to help you:

  • Understand who your online audiences are and get their feedback
  • Compare the profile of your physical and digital audiences
  • Compare your digital audience with other organisations in the cultural sector
  • Compare your audiences to other digital cultural audiences across the UK
  • Identify opportunities for future audience and programme development
  • Plug some of the audience ‘data gap’ resulting from the COVID-19 crisis

Things to be aware of...

  • For speed of service to the widest range of organisations, the free version of this survey cannot include any references to an organisation or customisations.
  • This service does not extend to the submission of data from externally managed web surveys. This means that we will not take data on an organisation’s digital audience, collected on platforms such as Survey Monkey.
  • As the survey will be deployed by the organisation, they are deemed to be the data controller and The Audience Agency (TAA), the data processor. However, the survey introduction will need to reference both the surveying organisation and TAA. In order to do this, each organisation will have to add in their own introductory text to the survey within the website or social media page, as it cannot appear within the survey introduction itself. An example of suggested introductory text can be found in our Digital Survey Guidance.

Request a Digital Audience Survey


How do respondents access the survey?

Respondents access the online survey link, provided to you by TAA, via your website or social media channels. Upon submission of a response, the data is captured securely and stored within our survey platform, Snap Surveys.

What are the survey questions?

A copy of the Digital Audience Survey can be found here. Questions are themed around

  • Engagement with your online activities and offerings
  • Previous engagement with your physical venue or events
  • Online engagement with arts and culture, more generally, during the COVID-19 crisis
  • Your online audience profile and location

Can I make changes to the survey?

In order to get this new national digital audience research service up and running as quickly as possible, the survey is designed as a templated questionnaire. Therefore, the free version won’t include any references to an organisation or event and cannot include bespoke questions or answers.

If you are interested in making some customisations to your survey, such as adding branding and references to your organisation or adding a bespoke question, please get in touch. Please note that the charge to customise your survey is £100 + VAT per question or branding change.

How will I access my data?

During the set up, you will be given an organisational log in for the Snap Surveys web platform. This will enable you to access your data as a CSV download and keep track of your responses as they come in. A summary PDF report can also be found within this platform, which will give you a breakdown of your organisations’ live response data in chart and table form.

The Audience Agency will also provide one free Audience Spectrum profile of your digital survey respondents at the postcode level. This can be requested at any point during the research, although we strongly recommend that at least 400 survey responses are obtained, to ensure a robust and representative sample.

Additional Audience Spectrum or Mosaic profiling of your digital survey respondents can be requested and will be charged of £200 or £350 plus VAT, respectively.

Talk to us if you have any additional custom reporting needs or want to discuss how we could help with your digital audience strategy.

When will the benchmark results be published?

We aim to publish free benchmark reports and insights on a rolling basis as the research progresses.

As we want to ensure a good representation of organisations across the sector within the analysis, we cannot yet provide a reporting schedule but will keep all participants informed of updates.

Please note, no individual organisations’ results or responses will be identifiable within the benchmark reporting.

How long will this survey run for?

The survey will be open initially until December 31st 2020, however we may seek to extend this period if required. TAA will keep all participants informed of any updates to the timetable.

How respondent personal information managed?

TAA acts as a data processor on behalf of organisations using the service, processing the personal information collected (postcode and protected characteristics data) for which those organisations are responsible as data controllers, in order to provide them with accurate analysis of the size and nature of both their own audiences and those for arts and cultural events in the United Kingdom as a whole.

TAA will never use the personal information that it processes in this research for the purpose of contacting any individuals. Neither will we ever sell, share, trade or rent any personal information that we process with any third-party organisations without the express instruction of the respective data controller.

Request a Digital Audience Survey