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

1. Strategic Touring Project
Audience Analysis

2. What were your aims?

3. Audience Spectrum

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. 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. 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. 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. 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. 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. 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. Results

12. Geographical Spread
• Successfully engaged local communities
• Majority of audiences from a hyper local area

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. What are your aims for year 2?

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