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 distinct profiles and

can be located by postcode.

Helps organisations understand their audiences, plan to meet their needs, and find new ones.

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

MetroculturalsHighly engaged prosperous liberal urbanites, with wide range

of arts and cultural interests.

3% of population

Commuterland CulturebuffsAffluent suburban and greenbelt consumers of culture as

part of their social lives.

12% of population

Experience SeekersDiverse urban audiences, students and recent graduates into

a variety of cultural events.

6% of population

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

Dormitory DependablesRegular but not frequent cultural attenders living in city

suburbs and small towns.

15% of population

Trips and TreatsSuburban households, often with children, whose cultural

activities usually are part of a day out or treat.

14% of population

Home & HeritageConservative and mature households who have a love of

the traditional.

12% of population

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

Up Our StreetReasonably comfortably off households, occasional audiences for

popular arts & entertainment, museums and heritage sites.

10% of population

Facebook FamiliesHarder pressed suburban and semi-urban households for whom arts

and culture plays a small role.

10% of population

Kaleidoscope CreativityUrban and culturally diverse, their arts and cultural activity happens

in their community and outside and mainstream.

8% of population

HeydaysOlder people who find it harder to access the arts and cultural

activities that they may use to have enjoyed.

9% of population

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%)

• Trips and Treats (12%)

• Up Our Street (12%)

• 65% of all audiences are from one of the four less

engaged segments

What are your aims for year 2?

Audience Development approach: Ansoff matrix

Programme

Existing New

Audie

nces

New

Exis

ting

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