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The Audience Agency

• Evidence & Insights

  • Evidence & Insights

    • Sales

      • Five Years of Sales

      • Back Light Report

      • Ghost Light Report

      • How audiences' spending and attendance habits have changed

    • Profiles

      • Summer Analysis

      • Audience Spectrum in the Context of COVID-19

      • Cultural Participation Monitor

        • Recent Key Insights

          • Winter 2021

          • Summer 2021

          • Spring 2022

          • Autumn 2021

          • Autumn 2022 

          • Spring 2023

          • Summer 2023

        • Participation and Attendance

          • Participation for Boosting the Mood

          • Creative Participation

          • A Bleak Midwinter?

          • Everyday Creativity

          • Philanthropy and Giving

          • Shops and Cafés in Cultural Venues

          • Willingness to Attend

          • Change in Sales: Pre-vs-Post-Pandemic

        • Digital Engagement

          • Digital Hybridity

          • Paying for Online Arts

          • Digital Report

        • Health and Wellbeing

          • Vaccines and Safety

          • Wellbeing Through Covid

          • Vaccine Certification Effect

        • Equity and Access

          • Re-opening for every kind of audience

          • Disabled Audiences Post Covid

          • Focus on Disability

          • Impact of the Cost-of-Living Crisis

          • Inequality through COVID

      • Between Lockdowns

    • Sectors

      • Sectors | Museums, Galleries & Heritage

        • Digital Audience Survey | Museum Findings

        • Digital Audience Survey | Galleries Findings

      • Sectors | Performing Arts

        • Classical Music Post-Lockdown Audiences

        • Digital Audiences Survey | Performing Arts Findings

      • Sectors | Outdoor Arts & Festivals

        • Outdoor Inspiration - Top Tips

      • Sectors | Libraries & Literature

    • Digital

      • Digital Audience Survey | Findings

      • Analysis | Act Two

        • Analysis | Culture Restart Survey

    • All Original Research

      • Lockdown One Year On | Key Findings

    • Places

      • Comparing audiences across different parts of the UK 

      • Levelling Up Locations by Audience Spectrum Profile

      • Evidence | Wales

        • Wales Population Profile Reports

        • Wales | 2022

        • Cultural Tourism? What we know about bookers from outside Wales

        • Wales | Welsh and Welsh Language Performance

        • Wales | 2021

        • Wales | Hynt Cardholders

        • Wales | Audience Spectrum Mapping

        • Wales | 2020

      • Evidence | Scotland

        • Scotland | Audience Recovery Status Report 2022

        • Scotland | Sales Trends

        • Scotland | Audience Spectrum Mapping

        • Local Audiences | Central Scotland

        • Local Audiences | West Central Scotland

        • Local Audiences | East Central Scotland

        • Local Audiences | South and West Scotland

        • Scotland | Audiences Summary Report

        • Local Audiences | North East Scotland and the Highlands and Islands

        • Scotland | Intentions Survey

        • Scotland | Pre-Covid 19 Audience Baseline Report

      • Evidence | Northern Ireland

        • Northern Ireland | Cultural Participation

      • Evidence | England

        • North

          • Local Audiences | Tyne and Wear

          • Local Audiences | Cumbria and Lancaster

          • North West | Cumbria & Lancaster

          • Local Audiences | West Yorkshire

          • North | Cultural Participation Monitor

        • Midlands

          • Local Audiences | East Midlands

          • Local Audiences | Staffordshire & Shropshire

          • Midlands | Cultural Participation Monitor

        • South

          • Local Audiences | Hampshire

          • Local Audiences | West of England

          • Local Audiences | Fenlands

          • South | Cultural Participation Monitor

        • London

          • Local Audiences | East London

          • London | Cultural Participation Monitor

• Areas of Expertise

  • Audience Development

  • Audience-Centred Design

  • Diversity, Access & Inclusion

  • Digital Engagement

  • Impact & Evaluation

  • Co-creation and Participation

  • Audience Engagement

  • Creative Places

    • Your Area Is Going Places

      • Are you a local authority, place-based partnership or other local agency?

    • Place at a Policy Level

    • Shaping Places, Supporting Communities

  • Resilience, Innovation & Enterprise

• Audience Answers

  • Audience Answers | Surveys

  • Audience Answers | Ticketing

  • Audience Answers | Touring

  • Audience Answers | Networks

  • Audience Answers | Coach

• Resources

  • Guide | Audience development planning - using evidence

  • Guide | How to build and maintain your online community

  • Guide | Making the case using evidence

  • Guide | Getting the most out of economic impact

  • Guide | KPIs for audiences: a practical guide

  • Guide | An introduction to benchmarking

  • Guide | Audiences on tour

  • Case in Point | London Orchestras Consortium

  • Case Study | English Touring Theatre

  • Case Study | Rambert

  • Case in Point | Northern Broadsides

  • Case in Point | Centre for Chinese Contemporary Art

  • Guide | Using evidence for advocacy

  • Guide | Using evidence for setting audience metrics

  • Guide | Ticketing data

  • Guide | Audience surveys

  • Guide | Drive Time vs Distance

  • Guide | Good practice for sampling

  • Guide | Fieldworkers

  • Case in Point | Local authorities: data for decision making

  • Case Study | London Theatres Consortium

  • Guide | Segmentation made simple

  • Guide | Meaningful mapping

  • Guide | Paid search advertising - beginner tips and resources

  • Case in Point | Theatre Centre

  • Guide | Fundraising from audiences and visitors

  • Guide | Dealing with digital change

  • Guide | Data control in Audience Finder

  • Guide | Data collection in Audience Finder

  • Guide | Getting started with the Audience Development Planner tool

  • Case in Point | The Actors Touring Company

  • Guide | Devising a segmentation for touring companies

  • Case in Point | Tricycle Theatre

  • Guide | An introduction to indexes

  • Case in Point | Norwich Theatre Royal

  • Case in Point | Using Audience Spectrum to segment mailing lists

  • Case in Point | Northern Stage

  • Case in Point | Manchester Small Museums and Archives Network

  • Guide | Data Comparisons

  • Case in Point | National Museum of the Royal Navy

  • Case in Point | The Big Digital Project

  • Audience Finder survey Premium Questions List

  • Report | Donor Research Summary

  • Feature | Insight into Museum Visitors

  • Report | Outdoor Arts Audiences

  • Report | Contemporary Visual Arts Audiences 2014 - 2015

  • Report | Who Donates Among Arts Audiences?

  • Case in Point | Audience Finder: the CEO’s perspective

  • Case in Point | Do you have one audience?

  • Case Study | How Nuffield use Audience Finder

  • Report | From Them To Us

  • Webinar | Everyday Audience Finder using Ticketed Data

  • Webinar | Everyday Audience Finder using Survey Data

  • Webinar | Getting Started with Show Stats for Touring Companies

  • Feature | Knowing your Online Audience

  • Webinar | Getting Started with Show Stats for Organisations

  • Webinar | Making Sampling Simple

  • Feature | The Fearless Inclusive Leader

  • Case in Point | Phizz-whizzing Focus Groups

  • Feature | Data to Measure Diversity

  • Case in Point | Old Fire Station

  • Guide | Representative & Reliable Surveys

  • Feature | The Value of Insight on Tour

  • Case in Point | Royal Opera House Bridge

  • Feature | Navigating the Audience Age Gap

  • Report | Classical Music

  • Webinar | Audience Finder Enhancements

  • Feature | Reaching Out to Young People

  • Case in Point | Talawa Theatre Company

  • Feature | Audiences for Classical Music

  • Presentation | Fantastic Family Audiences and Where (and how) to Find Them

  • Feature | Bridging the Generation Gap

  • Feature | The Screening Effect

  • Case in Point | Audience Ninja

  • Feature | On the Tourist Map

  • Top Tips | Getting Started with Audience Development

  • Case in Point | Audience Finder in Action

  • Webinar | Social Media Effectiveness

  • Production Categorisation

  • Feature | Meaningful Segmentation

  • Feature | Advertising with Facebook

  • Guide | Essentials of Audience Finder Show Stats

  • Feature | What's the point of an Audience Development Plan?

  • Feature | GDPR: How to get the job done

  • Guide | Audience Finder: an introductory guide

  • Feature | An insight into our green and pleasant land

  • Feature | Audience Finder: What’s new?

  • Feature | What will resilience mean in 2030?

  • Feature | Connecting a diverse programme with diverse audiences

  • GDPR Fact sheet for Audience Answers Users

  • Feature | Falling in love with data

  • Feature | Attracting audiences other artforms cannot reach

  • Case in Point | Without Walls Associate Touring Network

  • Audience Report | Outdoor Arts

  • Top tips | Successful evaluation planning

  • Top Tips | Getting creative with evaluation – 5 things to consider

  • Feature | A Practical Purpose: ACE's SSOs

  • Feature | Using data to find the right schools

  • Feature | Things we know about schools

  • Case in Point | The National Gallery 

  • Engagement Snapshot | Older Audiences

  • Report | Art UK Audience Broadening Initiative Report

  • Feature | A snapshot of older audiences

  • Report | Cinegi Arts and Film Action Research

  • Audience Report | Museums

  • Case in Point | What is Resilience anyway?

  • Feature | Potential ways to partner with business

  • Case in Point | The Roses Theatre

  • Case in Point | British Council South America

  • Snapshot | The Shows of Christmas Past

  • Best of 2018

  • Feature | Another year over and a new one just begun

  • Case in Point | Impact Marketing

  • Case in Point | Art UK

  • Case in Point | PROCESSIONS 2018

  • Guide | Audience Finder Core Questionnaire for NPOs

  • Factsheet: introducing a new question on disability to Audience Finder

  • Survey Methodology

  • Top Tips | Commissioning Research and Evaluation

  • Case in Point | Northern Broadsides

  • Feature | How to develop a meaningful digital strategy

  • Case in Point | English Heritage Online

  • Feature | Making the tea or changing the game?

  • Case in Point | Building an open source CRM for the Cultural Sector

  • Guide | Audience Finder Fieldworker Guidelines

  • Resource | Libraries Taskforce Resource Pack

  • Case in Point | For the Love of Words

  • Case in Progress | 3D digital modelling for arts and culture

  • Case in Progress | Futurescapes in Finsbury Park

  • Feature | Creativity + Innovation = Change

  • Research | Cultural Destinations

  • Case in Point | East Durham Creates

  • Case in Point | Peterborough Presents

  • Feature | Creative processes at the heart of Placemaking

  • Case in Point | Create Church Street

  • Feature | Why European collaboration is worth fighting for

  • Case in Point | Visual Arts in Palestine

  • Top Tips | Observational evaluation with young people

  • Top Tips | Four ways to get the most out of your organisation’s data

  • Audience Report | Audiences for Visual Arts

  • Case in Point | Services for Data Haters

  • Case in Point | The V&A Museum

  • Report | Creative People and Places: Digital Engagement & Opportunities

  • Case in Point | Enhance

  • Using Your Area Profile Report Plus

  • Case in Point | Furtherfield

  • Case in Point | British Museum

  • Report | Evidencing Libraries

  • Feature | Can you quantify class?

  • Case in Progress | London Borough of Culture 

  • Feature | Can the arts tackle digital exclusion?

  • Roadmap | Positive Action Recruitment 

  • Snapshot | Where do Live Literature audiences come from?

  • Feature | The moral case for making money

  • Report | The adoption of digital technology in the arts

  • Study | IP Markets and Enabling Information Ecosystems

  • Case in Point | Lumiere London

  • Snapshot | Last Christmas

  • Feature | Ring out the old, ring in the new

  • Feature | Best of 2019

  • Case in Point | Lighting up Oxford Street

  • Case in Point | Digital strategy for Kresen Kernow

  • Case in Point | South Gloucestershire Libraries

  • Case in Point | Royal Society of Literature

  • Audience Report | Live Literature Events

  • Case in Point | St Helens Council Library Service

  • Case in Point | The Literary Consultancy

  • Case in Point | Immersive tools for democratic placemaking

  • Feature | Digital has no purpose in isolation

  • Resource | Digital For...

  • Feature | A tale of two regions? Engaging arts audiences in the West Midlands

  • Feature | Audience Development is dead. Long live Audience Centred Design.

  • COVID Recovery Resources

    • Post-Covid-19 Lockdown Guidance | Undertaking safe data collection

    • COVID-19 | 3 Ps: A Planning Framework for Uncertain Times - PART 2

    • Guide | Evaluating Online Activity

    • COVID-19 | Innovating in response to Coronavirus

    • COVID-19 | CovidCulture

    • COVID-19 | Top Tips for Resilience in Trying Times

    • COVID-19 | How to be a Culture Potato

    • COVID-19 | Measuring online activity in a locked down world

    • COVID-19 | Arts Council England Response Package

    • COVID-19 | Learning that lasts… in lockdown and later

    • Survey | Introducing the Centre for Cultural Value

  • Feature | Working together to articulate cultural value

  • Feature | The win-win-win of volunteering

  • Report | Reading for Pleasure

  • Bounce Forwards | Research Round-up

  • COVID-19 | 3 Ps: A Planning Framework for Uncertain Times - PART 1

  • Recovery Route-Maps

    • Using Evidence To... Reopen Museums and Galleries

    • Using Audience Spectrum To... Plan for Reopening

    • Using Evidence To... Evaluate Online Activity

    • Using Evidence To... Re-programme Outdoor Arts Events

    • Using Evidence to... Re-open Indoor Venues

    • Using Evidence To... Engage Family Audiences

  • Snapshot | Family Audiences

  • Creative Places | Supporting your local creative economy

  • Bounce Forwards | Community Stories

  • COVID-19 Community Story | The Point

  • COVID-19 Community Story | St Helens

  • Guide | Audience Development Planning

  • Feature | Making progress towards a citizen-led future

  • COVID-19 Community Story | Barnsley Museums

  • COVID-19 Community Story | The Writing Squad

  • COVID-19 Community Story | Ignite Imagintations

  • The Power of Storytelling | Episode 1 

  • Feature | Breaking new ground: how do the arts affect mental health?

  • COVID-19 Community Story | Spot On Lancashire

  • Feature | Beyond core audiences

  • The Power of Storytelling | Episode 2

  • COVID-19 Community Story | The Torch Theatre

  • Feature | Adapt to survive

  • Feature | Collaboration: can you do more together than alone?

  • COVID-19 Community Story | Litchfield Garrick

  • COVID-19 Community Story | Nottingham Playhouse

  • COVID-19 Community Story | Opera North

  • COVID-19 Community Story | The Beacon

  • Feature | Reshaping our places and communities post-Covid

  • Toolkit | Build Back Creatively

  • Feature | Little Moments of Joy

  • Feature | Win-win for disabled arts-lovers and the sector

  • Summary | Leading Forwards Creatively

  • Feature | The E word – why we’re talking about evaluation

  • Case Studies | Cultivator

  • How Museums, Galleries and Heritage can recover 

  • Feature | Building Meaningful Participation

  • Feature | Will we fall under panto's magic spell this year?

  • Case Studies | Covid-19 Crisis

  • Feature | Home Office, Home Crowd?

  • Feature | How Dynamic Are You?

  • Feature | Social media success relies on telling stories

  • Feature | Skills to serve omnivorous audiences 

  • Summary | Levelling Up for Culture and Heritage

  • Case in Point | Digitally Democratising Archives

  • Feature | Is the internet redefining culture without us?

  • Feature | Safeguarding Disabled Audiences' Future Engagement

  • Top Tips | Using the Audience Spectrum Subsegments

    • Top Tips for using the Audience Spectrum Subsegments

      • Using Audience Spectrum Subsegments | #1

      • Using Audience Spectrum Subsegments | #2

      • Using Audience Spectrum Subsegments | #3

      • Using Audience Spectrum Subsegments | #4

      • Using Audience Spectrum Subsegments | #5

  • Case in Point | Edinburgh International Festival

  • Feature | What Twitter’s future means for cultural organisations

  • Feature | Woke-ing up: how tackling ableism benefits everyone

  • FAQs | Using Audience Finder Data Tools after ACE’s funding changes   

  • Case in Point | Theatr Brycheiniog

  • Feature | Weathering the cost-of-living storm across the UK

  • Feature | Culture and councils in coalition

  • Report | New data from new audiences

  • Case in Point | Creating a Digital CCSen365 (Caracas in 365)

  • Case in Point |Scotland Mexico Inclusive Music Digital Collaboration

  • Case in Point | Unravelling the Weft and Weave

  • Case in Point | ASHTAR International Youth Theatre Festival 

  • Case in Point | Digital futures for Xingu indigenous knowledge

  • Case in Point | Radio Europa

  • Guide | New to Audience Finder

  • Everyday Creativity - how can it truly be for everyone?

• The Audience Agency 

  • Our Approach

    • Know your audiences

    • Grow your audiences

    • Participation Opportunities

      • The Audience Agency Service Consultation

      • Weston Park

      • DanceXchange

      • Everyday Creativity: We want to hear from you! 

      • Connecting Cultural Heritage

        • ربط التراث الثقافي (Arabic)

        • የባህላዊ ትሩፋትን ማገናኘት (Amharic)

        • সাংস্কৃতিক ঐতিহ্যের (Bengali)

        • Untitled

  • Areas of Expertise

  • Research and Consultancy

  • Our Team

    • Aaisha Akram

    • Adam Castle

    • Ade Adewunmi

    • Aisha Patel

    • Amy Deighton

    • Anna McLaughlin

    • Anne Torreggiani

    • Ben Jeffries

    • Ben Keen

    • Beth Harper

    • Caitlin Wagner

    • Cara Pickering

    • Carly Henderson

    • Cat McQuiggan

    • Catherine Bradley

    • Chris France

    • Chris Michaels

    • Dan Cowley

    • Darcey Henderson

    • Dominique Triggs

    • Edward Humphrey

    • Elaine Buchanan

    • Ella Brown

    • Erin Casali

    • Fran Blythe

    • Francesca Lugli

    • Graeme Benson

    • Isaac Kay-Lavelle

    • Jacqui Fortnum

    • Jane Rosier

    • Jonathan Goodacre

    • Julie Weston

    • Katie Cudworth

    • Laura Hillman

    • Lena Begum

    • Louisa Hardinge

    • Lucy Crompton-Reid

    • Matt Locke

    • Matthew Beckett

    • Matthew Watt

    • Meg Bradbury

    • Megan Tripp

    • Miriam Miller

    • Monique Ricketts

    • Myfanwy-May Lambert

    • Nancy Sheterline

    • Natelle Morgan-Brown

    • Nicky Hatton

    • Nihal Pekbeken

    • Nikolina Adam

    • Nina Douglas-Bain 

    • Oliver Mantell

    • Patrick Towell

    • Penny Mills

    • Peter McArdle

    • Rachel Oxton-King

    • Richard Leeming

    • Richard Turpin

    • Rosanna Cant

    • Rosie Hanley

    • Salma Elsayed

    • Samira Hales

    • Sampurna Roy

    • Sandra Blower

    • Sophia Woodley

    • Sophie Hanson

    • Sophie Hobson

    • Stephen Miller

    • Steven Hadley

    • Steven Parker

    • Tessa MacGregor

    • Zoe Papiernik-Bloor

  • Working Internationally

  • Where we work

    • Audience Insight Platforms

    • Clients & Case Studies

    • Sectors

      • Literature and Libraries

      • Museums and Heritage

      • Visual Arts and Galleries

    • United Kingdom

  • Audience Finder Global

    • TAA Tech Ventures Board

    • Join us on our Tech4Good mission

  • Careers

• Audience Spectrum

  • How To Guides | Audience Spectrum

    • How To | Use Audience Spectrum to Enhance your Funding Applications

      • Steps 1-5 | Fundamentals

      • Steps 6-7 | Funding Application

      • Steps 8-9 | Follow-up 

      • Steps 10+ | Future Refinements

      • Case Study

  • Audience Spectrum Enhancements

    • Audience Spectrum Licensing

    • Audience Spectrum Profiling

    • Audience Spectrum Bespoke

  • Metroculturals

    • 1. Profiles

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | M1 & M2

  • Commuterland Culturebuffs

    • 1. Profiles

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | C1 & C2

  • Experience Seekers

    • 1. Profiles

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | E1 & E2

  • Dormitory Dependables

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors 

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | D1 & D2

  • Trips & Treats

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | T1 & T2

  • Home & Heritage

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 6. Communications

    • 7. Subsegments | H1 & H2

  • Up Our Street

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | U1 & U2

  • Frontline Families

    • 1. Profiles

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | F1 & F2

  • Kaleidoscope Creativity

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | K1 & K2

  • Supported Communities

    • 1. Profile

    • 2. Attitudes

    • 3. Sectors

    • 4. Places

    • 5. Digital Activities

    • 6. Communications

    • 7. Subsegments | S1 & S2