Toolkit lifestyle profiles: view on culture - Davy de Laeter | congres podiumkunsten 2012

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In 2003 and 2009 a large-scale screening for the leisure participation of Fleming was conducted in Flanders. Further doctoral research on these datasets presented a number of lifestyle profiles of the Flemish participants. We at Flanders CultuurNet went to work with the findings from these studies in order to make them suitable in the practice of promoting participation. This resulted in a strategic toolkit ‘view on culture’ that allows the user of the toolkit to create an action plan to attract more potential participants in 5 steps *, taking into account their tastes, preferences and thresholds. The toolkit concludes with a series of references that will lead to the improvements needed which surfaced following the 5 steps (amongst others communications, supply, multiculturalism, accessibility, family friendliness etc. ...).

This session introduces you to the five steps that the user of the toolkit follows and you'll get an interactive taste of some of the methodologies and models.

* (1) lifestyle profiles, (2) lifestyle profiles in your population /audience, (3) your growth groups, (4) the barriers and how to tackle them, (5) Action Plan.

www.congrespodiumkunsten.nl

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Toolkit lifestyle profiles: view on culture - Davy de Laeter | congres podiumkunsten 2012

  1. 1. AEN Audiences insight/out May 30, 2012 - Rotterdam Peter Bary & Davy De Laeter(more) people (more) appetite (more) culture:it is possible “Goesting”, Dutch colloquial translation of “appetite” was chosen as most beautiful Dutch word by the audience of Radio 1, Belgium
  2. 2. UiTdatabank content
  3. 3. UiTdatabank channels
  4. 4. Media channels UiTinVlaanderen.be : web & smartphone Belgium’s most user-friendly website Most user-friendly government or non-profit website
  5. 5. Media channels Vlieg (-12j)
  6. 6. UiTiD : events data x personal data
  7. 7. UiTnetwerk> 225 municipalities, cities, regions and provinces promoting culture through 1information brand
  8. 8. UiTnetwerk: what’s up in my region … city … municipality?Tailor made listings for on-line & print use
  9. 9. UiTnetwerk: marketing tools & knowledge sharing
  10. 10. UiTnetwerk services: new kid on the block
  11. 11. A strategic tool kitCultuurNet Vlaanderenin cooperation with Groep Cand Re-Creatief Vlaanderen
  12. 12. What preceded• Participation survey 2004 > academic publications• Participation survey 2009 > academic publications > webtool via participatiesurvey.be > substudies (eg. life style profiles)
  13. 13. What preceded
  14. 14. What preceded• Toolkit lifestyle profiles 2012 > from sociological analysis to practical public mediation with the substudy lifestyle profiles as the basis
  15. 15. A strategic tool kit• Manual − synthesis sociologic research − user guide• Workshop tools, models, checklists…• Support: − online: tools for implementation+ downloads − survey tool for baseline / effect metering (in progress) − DIY / light assistance / intense (process management) assistance
  16. 16. A strategic tool kit• Who for? − individual organisation: sales, efficiency, profits − together (eg. UiT city): participation goals, reach certain groups better (social correction)
  17. 17. Five steps to give appetite in style1. Discover the lifestyles and their characteristics2. Put your current audience on the map3. Discover your growth groups4. Spot barriers and remove them5. Speak to your audience in style (plan of action)
  18. 18. Step 1. Discover the lifestyle profilesYou are not your own audience
  19. 19. Lifestyle profiles• Participation survey 2004 and 2009• Doctorate research Maya Caen: 2009 − gender − age − level of education − work situation − cultural participation of parents − after school art studies − family situation − size of the social (free time) network − degree of urbanisation of the home
  20. 20. Six cultural lifestyle profilesEngaged The discoverer The connoisseur26% 16% 10%Interested The action seeker The actively relaxing55% 24% 13% The enjoying at home 18%Not interested The abstainer20% 20%
  21. 21. Six cultural lifestyle profiles
  22. 22. Six cultural lifestyle profiles
  23. 23. The action seeker 24%✓ ✓ ✓ ✓✓ ✓ ✓ ✓ ✓ ✓
  24. 24. Exercise 1Let’s take 5 minutes todiscover the lifestyles and their characteristics
  25. 25. The discoverer 16%• Broad taste• Tries a lot• Open to multicultural influences• Probably your regular customer• Greedy for entertainment (sports, blockbusters and arthouse films, reading, bar and restaurant, shopping, hiking, partying)• Often actively engaged in music, visual arts and theater and member of clubs
  26. 26. The connoisseur 10%• Participates frequently, like the discoverer• Taste more focused on classic arts, within which they like to try out something new• Art museums, classical music and theater, arthouse films, a good book• Occassionally amusement parks, zoo• Often actively engaged in music, visual arts and theater and member of clubs• Television very goal oriented (often Canvas, the Flemish cultural public broadcasting channel)• The internet hides no secrets from them
  27. 27. The action seeker 24%• Popular forms of culture: the fun, the hits, the kicks, especially cinema and concerts• Visual arts and literature can’t charm• Often goes out: bar, sports club, shopping• Not very active themselves, unless with photography• Watches a lot of TV (commercial networks)• Frequent media user (TV, daily internet)• Sometimes culture, inclined to always choose the same thing
  28. 28. The actively relaxing 13%• Tries out cultural offerings relatively often• Directed taste: popular concerts and shows But also art galleries, family shows with the kids, urban festivals and flea markets.• Frequent travels and trips, shops a lot• Enthusiastic non-artistic hobbyists• Somewhat active in clubs• No clear pattern in media usage, but little TV
  29. 29. The enjoying at home 18%• Doesn’t participate in culture a lot• Preference: classic, popular and Flemish forms of culture, mainly operetta, folk, Flemish hit music and classical visual arts• Mainly cultural participation in-house Out-house offer = obstacle• Frequent and diverse TV use• Sometimes non-artistic hobbyists (eg. DIY)
  30. 30. The abstainer 20%• Serious lack of interest• Prefers to stay at home• Very occassionally popular, Flemish culture• Hardest to reach• Frequent TV watcher• Reluctant attitude
  31. 31. 1. Lifestyles and their characteristicsStep 2. Your current audienceWhich lifestyle profiles are youreaching now and which not yet?
  32. 32. Your current audienceThe image of every profile is diverse• specific tastes and preferences (genre, media)• most important barriersTHUS local research is necessary• Guessing• Analysis offer based on the UiTdatabank• User research of libraries and cultural centers• Own research / CRM houses• Survey based on the participation survey • Online • Interviews
  33. 33. Distribution lifestyle profiles Percentage in Percentage in Percentage in Lifestyle profile Flanders city institution 16% Discoverer 10% Connoisseur 24% Action seeker 13% Actively relaxing 18% Enjoying at home 20% Abstainer
  34. 34. Exercise 2Which lifestyle profiles are you reaching nowand which not yet?Mark them on the worksheet
  35. 35. Six cultural lifestyle profilesEngaged The discoverer The connoisseur26% 16% 10%Interested The action seeker The actively relaxing55% 24% 13% The enjoying at home 18%Not interested The abstainer20% 20%
  36. 36. 1. Lifestyles and their characteristics 2. Your current audienceStep 3. Discover your growth groupsYour audience today and tomorrow
  37. 37. Your audience today and tomorrow• Choose according to your mission and your environment• Individual institution <> together
  38. 38. Exercise 3Choose your growth groups according to your ownmissionMark them on the worksheet
  39. 39. Growth groupsEngaged The discoverer The connoisseur26% 16% 10%Interested The action seeker The actively relaxing55% 24% 13% The enjoying at home 18%Not interested The abstainer20% 20%
  40. 40. Distribution lifestyle profiles Lifestyle Percentage in Offer profiles Flanders 16% Discoverer 10% Connoisseur 24% Action seeker 13% Actively relaxing 24% Enjoying at home 20% Abstainer
  41. 41. Growth groups and their characteristics
  42. 42. 1. Lifestyles and their characteristics 2. Your current audience 3. Your growth groupsStep 4. Spot barriersAnd remove them
  43. 43. Identifying and handling barriersbarriers:• Practical barriers (eg. transport, time, location)• Social barriers (eg. social network, how to dress)• Motivational barriers (eg. staying home, watching TV)• Information barriers (eg. hours, location, additional costs)• Agony of choice• In tool kit: which barriers for which profiles• worksheets, models, checklists and references
  44. 44. Speak to your audience in styleExample: information barrier in airport test Credits: Guillaume!, Flickr
  45. 45. Airport test: identifying information barriers
  46. 46. Exercise 4: airport testEvaluate the informationyou provide yourinterested audience with,preceding the activity ✓ ✗Fill out the airport test
  47. 47. 1. Lifestyles and their characteristics 2. Your current audience 3. Your growth groups 4. barriersStep 5. Give appetite in stylePlan of action
  48. 48. Exercise 5: actionsWrite down the barriers youwish to eliminate and perbarrier the actionsyou plan
  49. 49. ConclusionGiving appetite in five steps
  50. 50. Five steps to give appetite in style1. Discover the lifestyles and their characteristics2. Put your current audience on the map3. Discover your growth groups4. Spot barriers and remove them5. Speak to your audience in style (plan of action)
  51. 51. Questions?Davy De Laetertwitter: @davydelaetermail: davy@cultuurnet.beLinkedIn

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