Understanding The Market
Combining information from a range of secondary sources with our up to the minute data analysis helps our clients to tailor their marketing activites for maximum return.
Statistics and secondary sources
We can make sense of existing market intelligence for you, tracking the cultural ‘Big Picture’ on your behalf. Key sources include Government figures from the Office of National Statistics and the Scottish Household Survey, Creative Scotland’s Taking Part reports, Tourism Intelligence Scotland, and City of Edinbugh Council data.
We aggregate organisation-specific data reports to build up an in-depth picture of existing audiences and their behaviour. We use this information to identify regional catchment areas by art form or by target market, to track audience crossover between venues and art forms, and to illustrate untapped potential audiences.
MOSAIC consumer segmentation illustrates the regional population as a whole, and enhances our understanding of the lifestyles and priorities of people who attend the arts.
Mapping software allows us to translate complex data sets into instantly understandable illustrations of population trends, cultural provision, and attendance patterns, and to pinpoint geographical areas for audience development initiatives.
We aggregate attendance patterns across the city region, to highlight your business performance against your peers, and track how these patterns change over time.