Understanding who your audience are is really where everything begins.
If artists, directors, dancers, curators could just sit and talk face to face to potential audiences, their passion and enthusiasm for what they are doing will 9 times out of 10 convince most people to give it a go.
The complexity lies in achieving this with limited budgets, and limited time, and the sheer impossibility of having ten thousand one-to-one conversations.
Audience is a generic term to describe users, participants, friends, funders, sponsors, attenders, viewers, suppliers and any number of other people.
So, if you truly understand the complexity of your audience, how they feel, think, and use you, it will become clear what information they need from you, when they need it, how they need it and what they will do with it.
Follow the links for a series of different ways in which we can support you in understanding your audience.
Whether you need to know if your audience enjoyed a particular event or they are happy with the cleanliness of your toilets, customer surveys allow you to ask your users: what they think, what they liked or disliked and what they might like in the future.
We use a number of different ways to help you ask your users what they think. Depending on your information needs and budgets, these may include face to face surveys, street surveys and online surveys.
To find out which approach would work best for you call or email us for a free consultation.
To find out more email us.
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Focus groups are a great research tool. But like all tools they must be used appropriately – you wouldn't bang nails in with a screwdriver.
Focus groups are a form of qualitative research which explore attitudes towards a product, service, concept, advertisement, idea etc.
We take the transcripts from the groups and provide a report for you on the key findings. It's a great way to explore ideas or nail down the real issues.
To find out more email us.
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Visual representations of where your customers live help you understand more than just an address. You get to see what kind of an area they live in, how far they have to travel, whether it's just a few stops on the train or a motorway drive. You can learn if they are one of many who come to you or whether they are a loner.
You can identify how many customers come from a certain district, town, region. You can also see those “cold spots”, the black holes where no one seems to come from.
Couple this with some secondary data on who else lives there, what their propensity to attend might be and suddenly that list of postcodes has become meaningful.
Catchment Area Mapping
We can define and map your organisation's 'catchment area' by establishing which postal sectors contain the core of your database.
For non-ticketed organisations we can define catchment by 'drivetime' distances.
These maps help you understand the strengths and weaknesses of segments of your current and potential users.
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Database Mapping
We can produce visual images of the geographical distribution of your users by mapping box office data or mailing lists.
It's a good place to start when you want to understand where your market currently exists.
You could also look at the differences in audiences between different events or activities.
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To find out more email us.
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We are not all the same, but you can tell a lot about how someone lives their life from their postcode.
Profiles segment your customers into groups who behave in similar ways. With this knowledge you can speak to them in the most effective way.
We can profile your customer data using either MOSAIC or Acorn. We will work with you to interpret what the profile tells you, what you can do with the information and how to go about it.
We can also relate your data in detail to Arts Council England's segmentation system Audiences Insight.
To find out more email us.
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One of the keys to better understanding your audience is to collect reliable data. If you're a ticketed organisation then you should have a computerised database.
Databases work best when two things are happening:
1) the appropriate system is being used on the appropriate hardware
2) all the staff using the system have had the relevant training and are confident in using it.
If either of these things aren't working then you can start losing not only valuable time, information, morale but also money.
Our specialists can help you diagnose where things are falling down and provide solutions; from hands on training, through to full support in tendering and purchasing.
To find out more email us.
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