Published on

Published in: Entertainment & Humor
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide


  1. 1. Arts-based segmentation How and why different types of people engage – or don’t engage – with the arts Great art for everyone arts summit 12 September 2008 Catherine Bunting, Director of Research, Arts Council England
  2. 2. Agenda <ul><li>segmentation presentation </li></ul><ul><ul><ul><li>background </li></ul></ul></ul><ul><ul><ul><li>introduction to the segmentation </li></ul></ul></ul><ul><ul><ul><li>a segment up close </li></ul></ul></ul><ul><ul><ul><li>using the research </li></ul></ul></ul><ul><ul><ul><li>challenges </li></ul></ul></ul><ul><li>group work </li></ul><ul><li>feedback and discussion </li></ul>
  3. 3. 1. Background
  4. 4. What is segmentation? <ul><ul><li>established market research technique </li></ul></ul><ul><ul><li>breaks down an audience into distinct consumer ‘types’ </li></ul></ul><ul><ul><li>enables more precise targeting and tailored marketing and communications </li></ul></ul><ul><ul><li>can be applied at different levels </li></ul></ul><ul><ul><ul><li>existing audience (e.g. Tate and RSC segmentations) </li></ul></ul></ul><ul><ul><ul><li>local area population </li></ul></ul></ul><ul><ul><ul><li>a particular ‘field’ (e.g. music lovers) </li></ul></ul></ul><ul><ul><ul><li>entire population </li></ul></ul></ul>
  5. 5. Arts Council segmentation <ul><ul><li>segmentation of all adults in England </li></ul></ul><ul><ul><li>based on data from the Taking Part survey </li></ul></ul><ul><ul><li>commissioned to gain insight into: </li></ul></ul><ul><ul><ul><li>arts consumers in England – how do people engage with the arts, and why? </li></ul></ul></ul><ul><ul><ul><li>how the arts and the Arts Council currently meet the needs of different audience groups </li></ul></ul></ul><ul><ul><ul><li>which groups offer the most potential for increasing their arts engagement </li></ul></ul></ul><ul><ul><ul><li>how we can reach different groups through policy, practice and communications </li></ul></ul></ul>
  6. 6. Methodology <ul><ul><li>Data analysis conducted by Enlightenment (BMRB) </li></ul></ul><ul><ul><li>Three-stage process: </li></ul></ul><ul><ul><li>Segment the population using Taking Part data on arts attendance, participation, motivations, barriers </li></ul></ul><ul><ul><li>Statistical fusion of Taking Part and TGI consumer database </li></ul></ul><ul><ul><li>Produce in-depth profiles of each segment, including demographics, arts engagement, leisure interests, media profile, web activity, attitudinal data on various aspects of life </li></ul></ul>
  7. 7. 2. Introduction to the segmentation
  8. 8. The overall segmentation Urban arts eclectic 5% participate only attend & may also participate Traditional culture vultures 4% Fun, fashion and friends 18% Mature explorers 11% Dinner and a show 20% Bedroom DJs 3% Family & community focused 11% Mid-life hobbyists 4% Retired arts and crafts 3% Time-poor dreamers 7% A quiet pint with the match 8% Older and home-bound 6% Limited means, nothing fancy 2% Some engagement Not currently engaged Highly engaged
  9. 9. 3. A segment up close
  10. 10. Fun, fashion and friends 18% of English adults In the early stages of developing their career and/or starting families . Fairly well qualified, they have career aspirations and take time to indulge their interests in fashion , travel and cuisine , as well socialising with friends at pubs or over a meal. They relish new experiences and are willing to pay for quality . Their taste in the arts is mainly contemporary but shows signs of widening given their inclination towards experimentation .
  11. 11. Typical demographics <ul><ul><li>two thirds aged 16–44 </li></ul></ul><ul><ul><li>two thirds female </li></ul></ul><ul><ul><li>third have children in the household </li></ul></ul><ul><ul><li>mostly white (93%) </li></ul></ul><ul><ul><li>better educated than average (a third hold degrees) </li></ul></ul><ul><ul><li>comfortably off and slightly above average socio-economic position </li></ul></ul><ul><ul><li>most are working, a fifth part-time </li></ul></ul>
  12. 12. Lifestage and attitudinal traits discovery/ experiencing long hours, time-poor consumerists striving for success full of opportunities few responsibilities will pay for quality appetite for novelty conscious about the environment and ethics balance between seeking recognition and wanting to fit in living in the present early adopters
  13. 13. Leisure and media interests fitness time to have fun fashion travelling – off the beaten track and city breaks socialising – pubs, bars, eating out occasional cultural outings entertainment and celebrity news – Heat magazine TV – E4, Jonathan Ross, Grand Designs online: work, networking Radio – music charts, Chris Moyles, Jo Wiley
  14. 14. Arts engagement <ul><ul><li>infrequent attenders at ‘mainstream’ events: musicals, panto, pop concerts, plays, exhibitions </li></ul></ul><ul><ul><li>active participants: painting, playing an instrument, textiles, computer art </li></ul></ul><ul><ul><li>positive attitude towards the arts; typically encouraged to engage when young </li></ul></ul><ul><ul><li>into what they see as contemporary, trendy, social </li></ul></ul><ul><ul><li>work constraints – last-minute access/arts on demand </li></ul></ul>
  15. 15. 4. Using the research
  16. 16. Wide range of data <ul><li>Large amount of information on segments from Taking Part and TGI: </li></ul><ul><ul><li>demographics </li></ul></ul><ul><ul><li>arts, culture, sport engagement, volunteering, cinema </li></ul></ul><ul><ul><li>other leisure – outings, holidays, eating out, socialising </li></ul></ul><ul><ul><li>hundreds of attitudinal statements e.g. arts, culture, environment, social awareness, self-perception, family life, consumer habits </li></ul></ul><ul><ul><li>media use </li></ul></ul>
  17. 17. Potential uses <ul><ul><li>improve general understanding of national arts engagement patterns </li></ul></ul><ul><ul><li>spark debate about our collective reach – who are we trying to engage and why? </li></ul></ul><ul><ul><li>identify areas of potential growth – new audiences, new forms of activity and experience </li></ul></ul><ul><ul><li>insight and ideas for specific targeted projects and campaigns </li></ul></ul>
  18. 18. Local level insight <ul><ul><li>geodemographic modelling of the segments </li></ul></ul><ul><ul><ul><li>how many? Local area breakdown by segments </li></ul></ul></ul><ul><ul><ul><li>where are they? Estimation of segment distribution by postcode sectors or local authority area </li></ul></ul></ul><ul><ul><ul><li>what’s my audience like? Analysis of postcode databases by segments </li></ul></ul></ul><ul><ul><li>modelled data – indication of likely trends, not actual local level survey data </li></ul></ul><ul><ul><li>piloting of the system to commence next week </li></ul></ul>
  19. 19. Finding out more <ul><ul><li>Website: audienceinsight </li></ul></ul><ul><ul><li>PDF version of the summary publication </li></ul></ul><ul><ul><li>Technical report and FAQs </li></ul></ul><ul><ul><li>Further data on all the segments </li></ul></ul><ul><ul><li>Detailed consumer data </li></ul></ul><ul><ul><li>copyright protected but can be shared with regularly funded organisations via audience development agencies </li></ul></ul><ul><ul><li>contact oliver @ audiencesyorkshire </li></ul></ul><ul><ul><li>Local level modelling </li></ul></ul><ul><ul><li>for more information contact [email_address] </li></ul></ul>
  20. 20. 5. Challenges
  21. 21. Some tough questions <ul><ul><li>current ‘core’ audiences for the arts represent a fairly small and privileged section of society </li></ul></ul><ul><ul><li>huge untapped potential for gaining new audiences </li></ul></ul><ul><ul><li>different groups have different aspirations in terms of their priorities and ambitions in life </li></ul></ul><ul><ul><li>reaching new audiences means communicating, presenting, distributing the arts in new ways… </li></ul></ul><ul><ul><li>… or changing the arts themselves to resonate more closely with peoples’ lives </li></ul></ul><ul><ul><li>how radical do we want to be? </li></ul></ul>
  22. 22. Group discussion
  23. 23. Thank you <ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul>
  24. 24. Low Medium High Low Medium High Level of engagement Social deprivation Positioning the segments Dinner and a show Retired arts and crafts Older and home-bound Time-poor dreamers Limited means, nothing fancy A quiet pint with the match Fun, fashion and friends Mature explorers Family and community focused Mid-life hobbyists Bedroom DJs Traditional culture vultures Urban arts eclectic
  25. 25. Where are they? Fun, fashion and friends as proportion of regional populations
  26. 26. Definition of attendance… <ul><li>exhibition or collection of art, photography or sculpture </li></ul><ul><li>craft exhibition </li></ul><ul><li>video or electronic art event </li></ul><ul><li>event connected with books or writing </li></ul><ul><li>street arts or circus </li></ul><ul><li>carnival </li></ul><ul><li>culturally-specific festival </li></ul><ul><li>play or drama </li></ul><ul><li>other theatre performance such as musicals, pantomime </li></ul><ul><li>opera or operetta </li></ul><ul><li>classical music concert </li></ul><ul><li>jazz performance </li></ul><ul><li>other live music event </li></ul><ul><li>ballet </li></ul><ul><li>contemporary dance </li></ul><ul><li>African people’s dance, South Asian and Chinese dance </li></ul><ul><li>other live dance event </li></ul>Arts attendance is defined as those who have attended in the past 12 months at least one of the following:
  27. 27. … and participation <ul><li>ballet </li></ul><ul><li>other dance (not for fitness) </li></ul><ul><li>sang to an audience or rehearsed for a performance </li></ul><ul><li>played a musical instrument to an audience or rehearsed for a performance </li></ul><ul><li>played a musical instrument for your own pleasure </li></ul><ul><li>written music </li></ul><ul><li>rehearsed or performed in a play / drama </li></ul><ul><li>rehearsed or performed in an opera / operetta </li></ul><ul><li>painting, drawing, printmaking or sculpture </li></ul><ul><li>photography as an artistic activity (not family or holiday ‘snaps’) </li></ul><ul><li>made films or videos as an artistic activity (not family or holidays) </li></ul><ul><li>used a computer to create original artworks or animation </li></ul><ul><li>textile crafts such as embroidery, crocheting or knitting </li></ul><ul><li>wood crafts such as wood turning, carving or furniture making </li></ul><ul><li>other crafts such as calligraphy, pottery or jewellery for yourself </li></ul><ul><li>written any stories or plays </li></ul><ul><li>written any poetry </li></ul>Arts participation is defined as those who have done in the past 12 months at least one of the following: