Investigating outer London audiences

Issue:

While at Audiences London (now The Audience Agency) we were tasked by Arts Council England to investigate the audiences at Artsdepot, The Broadway Barking, Jackson’s Lane, Orange Tree Theatre, Redbridge Drama Centre, Rose Theatre Kingston, Watermans, Millfield Arts Centre and Harrow Arts Centre.

The aim was to investigate any unique patterns of behaviour and motivation seen in these audiences at outer London venues, and whether these characteristics were shared across the outer London venue audiences.

Response:

The Audiences London research team led quantitative research into the audiences, including geo-demographic profiling, behaviour and attitude segmentation. More qualitative research was also supplied by surveys of the audiences.

I studied the research results to look for patterns and behaviours that venue programmers and marketers could use to more effectively engage with their local audiences. I then led collaborative work sessions with the project participants to help their understanding and move them towards intelligent implementation of actions based on the insights gained. See

Impact:

With this greater understanding of their local audiences – whether local residents or people working locally – the venues understood the most effective ways to approach potential audiences and build loyalty. Some developed bespoke youth or student memberships, or other responses specific to their local environment.

Venues also saw that local loyalty translates to low cross-over in audiences between the venues, which in the years since has led to increased initiatives of co-production and local London touring of shows, allowing word of mouth marketing to build.

Date:

May 2010-January 2011

 

Category

Audience research, Evaluation, Project management, Training and mentoring