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  2. Understanding audiences

Understanding audiences

An Arts Professional Feature in partnership with The Audience Agency
Photo of audience in purple light

Meaningful segmentation

27 July 2017
Feature

Is segmentation really the key to inclusivity and resilience? Oliver Mantell demonstrates how bespoke and off-the-shelf tools can help develop approaches for multiple audiences.

Photo of three women looking at buildings

On the tourist map

8 June 2017
Feature

Cultural organisations are missing a trick by not tapping into the tourist trade, but a successful strategy involves more than a new leaflet. Anne Torreggiani and Helen Palmer share their advice.

Photo of man in cinema

The screening effect

18 May 2017
Feature

Live-to-screen may offer plenty of opportunities for engagement on multiple channels and platforms, but we need more and better analysis to start to fulfil its potential, says Anne Torreggiani.

Photo of young audience

Bridging the generation gap

6 April 2017
Feature

Data shows that audiences for many artforms are ageing. Anne Torreggiani calls on the arts sector to anticipate and accommodate the changing needs of younger generations.

Image of piano keys and music

Audiences for classical music

2 March 2017
Feature

Catherine Bradley reveals five things you might not know about classical music audiences, discovered through Audience Finder data. 

Photo of two teenage girls

Reaching out to young people

2 February 2017
Feature

Aside from pockets of innovative practice, many arts organisations are at a loss as to how to engage young people, who behave and think quite differently to older marketers and programmers. Lucie Fitton offers an insight into their world.

Photo of dancers on stage

The value of insight on tour

12 January 2017
Feature

A new tool offers touring companies access to valuable audience data. Penny Mills explains how they are using it to plan and promote tours.

Photo of people in gallery

Data to measure diversity

3 November 2016
Feature

The first full year’s worth of data from the Audience Finder survey raises important questions about the inclusivity of arts organisations, reports Anne Torreggiani. 

Photo of people on stage holding hands

The fearless inclusive leader

6 October 2016
Feature

How can a more inclusive leadership style increase diversity in our audiences? Anne Torreggiani identifies three distinct characteristics.

Photo of woman with laptop in cafe

Knowing your online audience

15 September 2016
Feature

Now that we have all gone digital, the next challenge is to find out much more about our online audiences, says Katie Moffat.

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The Audience Agency

 

ArtsProfessional is working in partnership with The Audience Agency to present a series of in-depth articles sharing insights into the audiences for arts and culture.

 

The Audience Agency is a national, not-for-profit consultancy that works with cultural organisations to discover, develop and engage audiences to become more accessible and resilient. Using its audience segmentation and profiling tools, and its staff's audience development, engagement and digital expertise, The Audience Agency helps arts organisations to understand not only who their audiences are, but who they could be.
 

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Click here to read the full AP Pulse: Freedom of Expression report

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