Understanding Your Audience

Getting a detailed insight into your existing audience allows you to understand the kind of people your organisation attracts and their broader lifestyle choices, how often they attend and when, and how much income they generate for you.

Data Analysis

Data analysis and reporting will give you a strategic overview of existing audiences, and your business performance. We use Vital Statistics software to extract box office data and provide robust organisation-specific reports event by event, and season by season.

Demographic Profiling and Mapping

MOSAIC profiling of existing audience data enriches your understanding of their lifestyles and leisure choices. This allows you to understand your audience’s wider interests and preferences, to communicate with them more effectively, and to assess who you aren’t currently reaching.

Quantitiative Research

The cornerstone of any audience analysis, delivering directly sourced information on who is attending, what they’re attending, how frequently, and what else they do. We can design, deliver and report on face to face, on-street, telephone and online surveys, as well as buying into broader omnibus surveys on their behalf.

Qualitative Research

Allows you to draw out individual attitudes to your programme and approach, providing a detailed insight into your existing and potential audience’s response to a specifc discussion topic. We recruit and run focus groups and one-to-one depth interviews, as well as managing mystery shopping visits.

Segmentation

Once you have a thorough understanding of your audience at your fingertips, we can help you apply that insight to your tactical marketing and communications. By breaking down your overall audience into meaningful clusters of like-minded people, we can describe the characteristics, behaviours and interests of niche audience segments to ensure your communications are as persuasive as possible.

Evaluation

We can work with you to set objectives and targets for individual campaigns and projects and map out how best to track your success with the right mix of quantitative and qualitative research. We’ll help you assess the final outcomes, and identify ways to use the learnings through future projects.