Over the next two years, The Audience Insight service will give Welsh venues and touring companies access to the Audience Finder and Show Stats programmes. These can be used to obtain insights for programming, marketing, resource planning, advocacy and partnership working.
Cat McQuiggan – Head of Support & Community at The Audience Agency said:
“The Audience Agency is looking forward to delivering the Audience Insight Wales programme for the Arts Council of Wales. This will extend and enhance our existing national audience data and development programme, Audience Finder, to include a bilingual platform, functionality improvements including Welsh regions, and discrete reporting capabilities for Welsh arts and cultural organisations. This is a hugely exciting step for The Audience Agency, allowing us to increase the depth and range of analytics available to our existing Welsh users, and welcome many new organisations to our user community, enriching it with new knowledge and experience. All of our Welsh users will have the ability to access and analyse our vast cultural dataset, enlarging the opportunity to develop practical insight into audience behaviour across the arts in Wales.”
Chris Batsford – Research and Evaluation Manager, Arts Council of Wales said:
“This new service will not only benefit our portfolio organisations but also the wider arts sector in Wales. Organisations will be able to transform their data into valuable insights through a user-friendly interface. These insights can in turn be used to identify and locate key target groups and help to develop and grow audiences.”
Audience Finder is a data and development programme for cultural organisations to access, compare and apply audience insight. It combines data from all UK households with information about audience behaviour and profile to highlight opportunities for growth and change. It is an essential part of any audience development toolkit and provides useful benchmarks and reports.
Show Stats is an audience insight tool powered by Audience Finder allowing touring companies and organisations to see their audiences across a full tour and performance by performance. By using Show Stats touring organisations can create a clear picture of their audiences to create integrated marketing plans or build cases for funding and partnership work.