Arts audiences:insight2011Arts audiences: insight
About our segmentation researchArts Council England’s segmentation analysis is based on an analysis of the patterns of art...
Why segmentation research is important for the artsSegmentation is relevant to the arts because:• not all people are the s...
Why our research is importantOur approach to segmentation has three key features:• it covers all English adults, not just ...
How the segmentation research might be usedThis segmentation provides insight into why and how different kinds ofpeople en...
MethodologyArts audiences: insight
Re-cap of the original segmentation method                   Group 1            Group 2                Group 3 Neither    ...
Linking methodology in original segmentation Data fusion                                 Creates a modelled match between ...
Linking methodology in update to profiles After re-creating the 13 segments in Taking Part... Discriminant analysis to cre...
Key findingsThe analysis identified 13 distinct arts consumer segments among English adults.The percentages show the estim...
Not currentlyengaged –A quiet pintwith the match
A quiet pint with the matchEngaging with A quiet pint with the match‘The arts’ are an unfamiliar, and overlooked, concept ...
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What about the Non-Participants? - James Doeser | congres podiumkunsten 2012

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This presentation explains how and why the Arts Council chose to undertake the segmentation research, and why they updated the segment profiles in 2011. There will be important lessons for other organisations looking to undertake segmentation research, especially if it is designed to inform decision-making, programming and marketing.
www.congrespodiumkunsten.nl

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What about the Non-Participants? - James Doeser | congres podiumkunsten 2012

  1. 1. Arts audiences:insight2011Arts audiences: insight
  2. 2. About our segmentation researchArts Council England’s segmentation analysis is based on an analysis of the patterns of artsengagement and attitudes towards the arts, drawn from Taking Part, a large-scale national survey ofcultural engagement.2011 has seen us update our original segmentation work from 2008*, using the most recent TakingPart and Target Group Index (TGI) data to provide refreshed profiles. This was conducted in threestages:• Replication using the latest Taking Part data – of the 13 arts consumer segments identified in the 2008 segmentation analysis• Linking of the consumers segments within TGI survey data from 2009/10• Use of Taking Part and TGI data to profile the 13 segments, providing information on socio-demographic characteristics, lifestyle habits, media profiles, digital behaviour, and attitudes * www.artscouncil.org.uk/arts-audiences-insight-2008 02 Arts audiences: insight
  3. 3. Why segmentation research is important for the artsSegmentation is relevant to the arts because:• not all people are the same, or share the same attitudes, opinions and motivations about the arts• people’s differing attitudes, opinions and motivations shape behaviour: it can show how and why people are likely to engage with the arts• from a marketing perspective, a person from one segment can be responsive to one approach, while the same approach can be wholly inappropriate for a person from another segment 03 Arts audiences: insight
  4. 4. Why our research is importantOur approach to segmentation has three key features:• it covers all English adults, not just a particular audience group – this enables artists and arts organisations to understand their current audiences within the context of wider patterns of arts engagement, and to think about potential future audiences• it starts with the arts – existing population-wide segmentation tools (e.g. ACORN and Mosaic)* are based largely on the on the socio-demographic characteristics of different groups, while this segmentation is based on patterns of arts engagement and attitudes towards the arts. It therefore provides a tailored, more effective tool for arts marketing in particular, allowing us to explore socio-demographic and other lifestyle factors in the context of people’s artistic lives, not vice versa• it looks across patterns of arts attendance and participation – the events people go to see as well as the activities they take part in at home or with friends * Geodemographic classifications of consumer types developed by CACI (ACORN) and Experian (Mosaic). 04 Arts audiences: insight
  5. 5. How the segmentation research might be usedThis segmentation provides insight into why and how different kinds ofpeople engage with the arts in England.It can help any organisation working to increase arts engagement toidentify target segments and develop tailored engagement strategiesand marketing campaigns.• it increases collective knowledge about how people in England engage with the arts – putting individual projects into context• it develops potential new strategies for increasing arts engagement and expanding audiences• it informs marketing of existing arts opportunities 05 Arts audiences: insight
  6. 6. MethodologyArts audiences: insight
  7. 7. Re-cap of the original segmentation method Group 1 Group 2 Group 3 Neither Attend/ Participate attend nor participate only participate cluster analysis of Taking divided into 3 cluster analysis of Taking Part data based on types subgroups based Part data based on of events on age (16–29, background and barriers attended, frequency of 30–59, 60+) towards attendance and attendance, participation in participation – resulting in arts activities, reasons for 4 clusters engaging and desire to do more – resulting in 6 clusters The 10 clusters and 3 subgroups identified in this process are the 13 segments07 Arts audiences: insight
  8. 8. Linking methodology in original segmentation Data fusion Creates a modelled match between similar between Taking Part respondents on each survey so that all and TGI datasets variables can be donated from one survey to another Variable Variable Attendance at ballet TV viewing Taking Part TGI Age Social attitudes respondent respondent FusionReason for attending Favourite brands08 Arts audiences: insight
  9. 9. Linking methodology in update to profiles After re-creating the 13 segments in Taking Part... Discriminant analysis to create a linking The algorithm predicts a single variable (i.e. algorithm between TGI segment membership) using only TGI data data and segments Variable Segment Urban arts TV viewing eclectic TGI Fun, fashion and Social attitudes friends respondent Algorithm Time-poor Favourite brands assigning TGI dreamers respondent to a segment09 Arts audiences: insight
  10. 10. Key findingsThe analysis identified 13 distinct arts consumer segments among English adults.The percentages show the estimated proportion of English adults in each segment. 010 Arts audiences: insight
  11. 11. Not currentlyengaged –A quiet pintwith the match
  12. 12. A quiet pint with the matchEngaging with A quiet pint with the match‘The arts’ are an unfamiliar, and overlooked, concept for this Most important media for this groupgroup and need to be positioned as part of a broader leisureopportunity. Strategies that position arts engagement as a TVchance to make use of their skills (e.g. manual or craft They watch a lot of television and a broad range ofskills), learn new skills to aid employment or tell their story are programmes, particularly on BBC One, ITV1, Five, Sky Sportslikely to be more effective. Arts activities or experiences could News and other digital channels. This group tends to have aalso be offered as support I particular affinity with sport, but they also watch soaps, gamen difficult times, such as periods of poor shows, real life crime shows and light entertainment. Theirhealth or unemployment – partnerships favourite programmes include Match of the Day, Coronationwith other providers could be valuable in reaching this group. Street, Emmerdale, Deal or No Deal and Crimewatch.When communicating with this segment it is important to keep Radiothe tone informal and down to earth. Reaching out to this They are regular weekday radio listeners, mainly toaudience in pubs or community venues (such as sports commercial stations or BBC Radio 5 Live. Members of thisclubs), and using existing local media and community group tend to be most interested in sport programmes such asnetworks are also likely to be effective ways to engage with Kick Off on talkSPORT, and Drive on Radio 5 Live.them. NewspapersTheir demographics Half read newspapers every day to keep up with local and national news, the latest in sport and to check TV listings.• the majority of this group – two-thirds – are men Many read the local paper; the national papers they prefer are• broad age span The Sun, Metro and The Daily Mirror.• the majority live with a partner, they are more likely than Magazines average to have children living at home Once or twice a month they might read a magazine, with favourites including Sky Sports Magazine, Auto Trader and TV• they typically have limited financial means and a lower level Choice. of education Outdoors• a third are not currently working A higher than average proportion of this segment are• the majority are white commuters and they mostly notice advertising on buses, at bus stops and advertising hoardings on the roadside or on• a higher than average proportion are from Black and buildings. They are more likely than average to notice minority ethnic backgrounds advertising in pubs and clubs.GB TGI NET 2010 Data sources: Taking Part survey 2008/9 and Q3 – Target Group Index © Kantar Media UK Ltd 2010 Profiling by: TGI Insights & Integration 12 Arts audiences: insight

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