Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Strategic Touring Project 
Audience Analysis
What were your aims?
Audience Spectrum
A segmentation of the population based on 
people’s cultural habits and preferences. There 
are 10 segments which have dis...
Metroculturals 
Commuterland Culturebuffs 
Experience Seekers 
High engagement 
22% population, 60% of audiences 
Confiden...
Metroculturals 
Highly engaged prosperous liberal urbanites, with wide range 
of arts and cultural interests. 
3% of popul...
Dormitory Dependables 
Trips and Treats 
Home & Heritage 
Medium engagement 
41% population, 30% of audiences 
Risk-averse...
Dormitory Dependables 
Regular but not frequent cultural attenders living in city 
suburbs and small towns. 
15% of popula...
Up Our Street 
Facebook Families 
Kaleidoscope Creativity 
Heydays 
Less engagement 
37% population, 10% of audiences 
Do ...
Up Our Street 
Reasonably comfortably off households, occasional audiences for 
popular arts & entertainment, museums and ...
Results
Geographical Spread 
• Successfully engaged local communities 
• Majority of audiences from a hyper local area
Audience Spectrum Profile 
3 largest Audience Spectrum segments across the 
overall audience are: 
• Facebook Families (40...
What are your aims for year 2?
Audience Development approach: Ansoff matrix 
Programme 
Existing New 
Audiences 
New Existing 
Market penetration 
Forgin...
Upcoming SlideShare
Loading in …5
×

Quarantine strategic touring project Y1 Audiences presentation TAA

638 views

Published on

This presentation was given at the partner meeting December 2014 to reflect Y1 findings and to encourage discussion around audience development.

Published in: Art & Photos
  • Be the first to comment

  • Be the first to like this

Quarantine strategic touring project Y1 Audiences presentation TAA

  1. 1. Strategic Touring Project Audience Analysis
  2. 2. What were your aims?
  3. 3. Audience Spectrum
  4. 4. A segmentation of the population based on people’s cultural habits and preferences. There are 10 segments which have distinct profiles and can be located by postcode. Helps organisations understand their audiences, plan to meet their needs, and find new ones.
  5. 5. Metroculturals Commuterland Culturebuffs Experience Seekers High engagement 22% population, 60% of audiences Confident, enthusiastic, educated Habits and tastes vary based on lifestage Donate: 11% arts, 20% museums Donors: 14% £100+ arts (exclusively), 7% museums Digital: Heavy-users Volunteer: Leading, general 31%, 4% culture Participation: Highest
  6. 6. Metroculturals Highly engaged prosperous liberal urbanites, with wide range of arts and cultural interests. 3% of population Commuterland Culturebuffs Affluent suburban and greenbelt consumers of culture as part of their social lives. 12% of population Experience Seekers Diverse urban audiences, students and recent graduates into a variety of cultural events. 6% of population
  7. 7. Dormitory Dependables Trips and Treats Home & Heritage Medium engagement 41% population, 30% of audiences Risk-averse, not culture-averse Location and lifestage are critical Donate: 4% arts, 14% museums Donors: 5% £100+ arts, 1% museums Digital: Moderate – light, varies e.g.lifestage Volunteer: Some, general 21%, culture 1% Participation: Some, varies
  8. 8. Dormitory Dependables Regular but not frequent cultural attenders living in city suburbs and small towns. 15% of population Trips and Treats Suburban households, often with children, whose cultural activities usually are part of a day out or treat. 14% of population Home & Heritage Conservative and mature households who have a love of the traditional. 12% of population
  9. 9. Up Our Street Facebook Families Kaleidoscope Creativity Heydays Less engagement 37% population, 10% of audiences Do engage, but low proportions Lack of interest AND lack of resources Donate: 4% arts, 10% museums Donors: 1% £100+ arts, 0% museums Digital: Moderate – light, varies e.g.lifestage Volunteer: Some, general 17%, culture 0% Participation: Low
  10. 10. Up Our Street Reasonably comfortably off households, occasional audiences for popular arts & entertainment, museums and heritage sites. 10% of population Facebook Families Harder pressed suburban and semi-urban households for whom arts and culture plays a small role. 10% of population Kaleidoscope Creativity Urban and culturally diverse, their arts and cultural activity happens in their community and outside and mainstream. 8% of population Heydays Older people who find it harder to access the arts and cultural activities that they may use to have enjoyed. 9% of population
  11. 11. Results
  12. 12. Geographical Spread • Successfully engaged local communities • Majority of audiences from a hyper local area
  13. 13. Audience Spectrum Profile 3 largest Audience Spectrum segments across the overall audience are: • Facebook Families (40%) • Trips and Treats (12%) • Up Our Street (12%) • 65% of all audiences are from one of the four less engaged segments
  14. 14. What are your aims for year 2?
  15. 15. Audience Development approach: Ansoff matrix Programme Existing New Audiences New Existing Market penetration Forging deeper relationships * Grow the work * Develop loyalty Product development Encouraging regulars to take a risk * Provide incentives * Talk in different ways, emphasising benefits of new product. Market development Making relationships with new people * Demystify the offer * Develop your welcome Diversification Encouraging new audiences to try something new for the first time * Community engagement & outreach * Trial offers & taster events

×