craft scotland survey 2013 outcomes

Craft ScotlandResearch into Craft Makers

2012/13

Methodology

Online survey

Developed with Craft Scotland

based on agreed objectives

Sent to all Craft Scotland

database – over 3,000

Promoted by partners including Creative Scotland

129 responses

+/-8 confidence interval at 50% based on 3,500 population size

DEMOGRAPHICS OF RESPONDENTS

Demographics

80% of respondents are

women

Over half of respondents are

aged 35-54

Largest group regards

themselves as designer/maker

Over half operate as a full time business

Gender

Male16%

Female80%

No response5%

Are you...? (Base: all respondents 129)

Age

15-245%

25-3419%

35-4425%

45-5433%

55-6412%

65-745%

No response1%

How old are you? (Base: all respondents 129)

Profession

Craft maker Applied artist Artist Designer Designer/maker Artisan Other No response

16%

9%

12%

5%

40%

12%

5%

2%

How would you describe your profession? (Base: all respondents 129) Single response only

Work Status

Full tim

e cra

ft busin

ess

Part tim

e cra

ft busin

ess

Full tim

e em

ploym

ent

Part tim

e em

ploym

ent

Looking a

fter f

amily

/ hom

eCare

r

Retired

Student

52%

41%

13% 15%

9%

2%5% 6%

How would you describe yourself? (Base: question respondents 128) Mul-tiple responses possible

YOUR WORK

Your work

Textiles, jewellery, glass & wool primary media

used

For single MAIN media the top three are:

jewellery, glass & wool

The differences between the two

questions reflect how much mixed media work makers are undertaking

For example 14% of respondents work with metal but it is only the MAIN media for 2%

Media

7%

12%

5%6%

19%

7%

25%

7%

14%

18%

1% 2%

12%10%

5% 5%2%

33%

10%

19%

5%

Which of the following media do you personally work in? (Base: question respondents 129) Multiple possible

Media

Baske

try/ f

ibre

art

Ceram

ics

Digita

l/pho

togr

aphy

/mul

timed

ia

Furni

ture

Glass

Herita

ge c

raft

Jewel

lery

Leat

her

Met

al

Mixe

d m

edia

Mos

aic

Mus

ical I

nstru

men

ts

Paper

/boo

ks

Precio

us m

etal

s

Stain

ed g

lass

Stone

Synth

etics

Textile

s/ fa

brics

Woo

dW

ool

Other

5%

11%

1%3%

12%

0%

17%

1% 2% 3%1% 2% 2% 2% 2% 2%

0%

24%

4% 4% 2%

Which ONE of the following best describes your main area of work? (Base: question respondents 125) Single response

only

YOUR BUSINESS

Your business

91% of respondents made & sold

craft work

27% taught/lectured in craft

Over half of respondents

undertook three or more of the listed activities

24% undertook one of the activities listed

Seventeen respondents identified

an ‘other’ activity of teaching in their own studio/independently

Business activities

88%

19% 17% 12%26%

12% 10% 13%22%

7%19% 12%

36%

Which of the following craft related activities have you under-taken between April 2012 to March 2013? (Base: question re-

spondents 129)

Your business

The income generated from craft activity

ranged from a loss of £1,500 to an income

of £90,000

The mode (most commonly occurring answer) was £5,000

The mean average was £10,666

The mean average for full time crafts

businesses was £16k

The mean average for part time crafts

businesses was £6k

Income

No in-

come

Under £500

£500-£999

£1,000-£4,999

£5,000-£9,999

£10,000-

£14,999

£15,000-

£19,999

£20,000-

£29,000

£30,000+

0

5

10

15

20

25

Approximately what was the income you generated from craft activity between April 2012 to March 2013

(% base question respondents, 117)

Income

Nearly 40% of respondents

generated more than 90% of their income

from craft sales

45% generated no income from ‘other

craft related activity’

Over 60% generated no income from ‘non crafts related activity’

Income

none up to 9%

10-19%

20-29%

30-39%

40-49%

50-59%

60-69%

70-79%

80-89%

90-100%

0

5

10

15

20

25

30

35

40

45

Proportion of income from craft sales 2012/13 (% base question respondents, 117)

Income

none up to 9%

10-19%

20-29%

30-39%

40-49%

50-59%

60-69%

70-79%

80-89%

90-100%

05

101520253035404550

% of total annual income derived from craft related activity 12/13

(% base question respondents, 115)

Income

none up to 9%

10-19%

20-29%

30-39%

40-49%

50-59%

60-69%

70-79%

80-89%

90-100%

0

10

20

30

40

50

60

70

% of income from non crafts related activity (% question respondents base 115)

Income

craft sales craft activity non craft activity0

10

20

30

40

50

60

70

80

90

100

90-100%80-89%70-79%60-69%50-59%40-49%30-39%20-29%10-19%up to 9%none

NETWORKS

Networks & information

Just under half of all respondents are a member of a

sector association

A wide range of sector associations and networks have been identified by respondents

including genre related and geographical. The sheer number identifies issues with consistent,

comprehensive networks

‘Craft Scotland is my network’

List of mentioned networksCraft Scotland 7BSMGP

Edinburgh Social Enterprise Network. Photostore Vanilla Ink

Open studios 4CCOI Facebook raft Visit Scotland

ArtMap 2Chamber of Commerce FixersRegional network Crossing Borders

Visual Arts Scotland

Contemporary Glass Society 2

Cohesion Glass Network AN Glass Art Society

Scottish Potters Association

weddingspot website.

Craft Council 2Commission a Craftsman Linked InScottish Stained Glass Symposium

Whos who in Gold and Silver

Scottish Glass Society 3Craft Reactor

Made by hands of Britain SGS WRI Groups

AB+, , Craft Voice Memorials by Artists

Society of Badenoch and Strathspey artists

ACJ CraftfindersOrkney Crafts Assocition Spring Fling

Applied Arts Scotland Creative Cairngorms

Penicuik Community Arts Association Starter For 6

Art trail Crossing BordersThe Crafty Network

Networks

Yes49%

No42%

No response9%

Are you a member of any sector associations? (Base: all respondents 129)

NetworksScottish Glass Society 11Scottish Potters Association 8Association for Contemporary Jewellery 7Contemporary Glass Society 7Applied Arts Scotland 5Scottish Basket Makers 4Basketmaker's Association 3British Society of Master Glass Painters 3Glass Art Society 3Scottish Artists Union 3Craft Potters Association. 2Guild of Spinners Weavers and Dyers 2heritage crafts association 2International Feltmakers Association 2Scottish Furniture makers association 2Scottish Lettercutters Association 2Textiles Scotland 2Visual Arts Scotland 2Craft Scotland 2

Other networksAB+ Guild of Enamellers

Association of IllustratorsHandmade in Britain Complex Weavers based in US

British Artist Blacksmiths AssociationInternational Association of Hand Papermakers and Paper Artists.

British Jewellers' Association Letter Exchange

British Printing Society Memorials by Artists

Coburg Studios NEOS (North East Open Studios)

Cohesion Glass Network Northumbria Basketry Group

Contemporary Applied Arts Orkney Crafts Association

Contemporary British Silversmiths Quilters' Guild of the British Isles

Contemporary Quilt Freewheeling Society of North American Goldsmiths

Craft and Design The Guild of Master Bear Crafters

DesignGap The Textile Society

Embroiderers' Guild Timespan

Felt Makers Association Goldsmiths

What changes would you like to see in the development of networks to support you as a maker/ business?

An incredibly wide variation in responses

Local networks important (10)

A small number identified genre networks as

beneficial; others would like cross genre

opportunities

Networks as an opportunity for promotion

were the key for some respondents (13) including

collective approach to international sales

Other mentioned information as their focus

for networks

Some respondents made the point of distinguishing between professional craft

makers and the hobby sector in terms of networks

STAKEHOLDERS & INFORMATION

Information and networks

Craft Scotland is the stakeholder most engaged with in last twelve months

and the highest information source ** Craft Scotland the

source of the survey

Respondents proactively looking for information but

not well informed about work on sector development

Information and being connected are important and

where respondents have engaged with public bodies it has had a positive impact

Over 80% of respondents agree that strong networks

would have a positive impact on their business

A smaller number (less than half) say they have a wide

network of contacts

Over half feel better about their networks than

three years ago

Information & stakeholders

23%

13%

26% 27%

45%

2%

23%

6%10%

30%

Which of the following bodies have you engaged with (about your crafts business) in the past 12 months? (Base: question respondents 128)

Information

75%

52%43%

21%

4%

31%

How do you find out about opportunities and developments within the craft sector in Scotland? (Base: question respondents 118)

Attitudes to networks & info

I have more experience with public bodies for my craft business than I did 3 years ago (127)

It is important to me to get information to stay connected within the craft sector (126)

Engaging with public bodies has had a positive impact on my business (91)

I am aware of the opportunities available to me from engaging with public bodies (126)

I proactively look for information about opportunities for my craft business (126)

I feel well informed about the work being undertaken by public bodies to develop the market for craft in Scotland (128)

0% 20% 40% 60% 80% 100%

8%

31%

18%

6%

25%

7%

35%

55%

43%

38%

46%

25%

36%

12%

34%

35%

18%

30%

20%

4%

15%

10%

33%

Please can you say whether you agree or disagree with the following statements (Base: question respondents)

Agree strongly Agree Neither agree nor disagreeDisagree Disagree strongly

Attitudes to networks & info

I have more experience with public bodies for my craft business than I did 3 years ago (127)

It is important to me to get information to stay connected within the craft sector (126)

Engaging with public bodies has had a positive impact on my business (91)

I am aware of the opportunities available to me from engaging with public bodies (126)

I proactively look for information about opportunities for my craft business (126)

I feel well informed about the work being undertaken by public bodies to develop the market for craft in Scotland (128)

0 10 20 30 40 50 60 70 80 90

disagree agree

Networks

I have a wide network of contacts for my business (128)

I feel well connected to other makers (127)

I feel better about my networks (for my business) than I did 3 years ago (127)

Having strong networks would have a positive impact on my business (128)

0% 20% 40% 60% 80% 100%

8%

15%

15%

31%

38%

46%

36%

52%

25%

12%

38%

12%

27%

10%

5%



Networks

0%

20%

40%

60%

80%

AgreeDisagree

CRAFT SCOTLAND

Craft Scotland

59% of respondents have a profile page on Craft Scotland website

26% of respondents use the Craft Scotland website to promote

events

Not knowing about the opportunities available through Craft Scotland was the biggest barrier

Some respondents who were aware of the

opportunities provided by Creative Scotland had

forgotten this when promoting their business

Craft Scotland

Yes59%

No39%

No response2%

Do you have a profile page on the Craft Scotland website (Base: all respondents 129)

Reasons for no CS profileReason Number of mentions

too difficult 1

poor quality makers 1

think I have one/not sure 2

no time 2

too professional for me 3

appropriate for me? 5

not got round 6

new 7didn't know about it 20

Craft Scotland

Yes26%

No49%

Don't have any craft events to

promote23%

No response2%

Do you use the Craft Scotland website to promote your craft events, such as workshops, exhibitions and open studios?

(Base: all respondents 129)

Why not?

Reasons for not using Craft Scotland

to promote are similar to reasons for not having a profile

Twenty respondents didn’t know they

could

Ten respondents had forgotten or didn’t

think of it at the time

A small number questioned whether

it was appropriate for their business/clients

Being too busy was also mentioned

Sales and promotion

In terms of any sales the top three are: own studio, commissions

(from public) and own website

In terms of the channels that generate the

highest value the top three are: own studio, commissions and craft

fair

Seven respondents had no craft sales in the

period 12/13

Of those generating craft sales 11% used one sales channel.

21% (the largest group) used five sales

channels

Sales channels

From

my

own stu

dio/ p

rem

ises

From

my

own websit

e

Comm

ercia

l galle

ry re

tail

Comm

ercia

l galle

ry e

xhib

ition s

ales

Publicly

funded g

allery

reta

il

Publicly

funded g

allery

exh

ibitio

n sale

s

Craft

shop

Craft

fair

Third p

arty w

ebsites

Comm

issio

ns - f

rom

busin

esses

Comm

issio

ns - f

rom

public

Comm

issio

ns - f

rom

inst

itutio

ns

No cra

ft sa

les

in th

is perio

dO

ther

60%52%

43%34%

9% 10%

34%

43%

27%22%

56%

12%5% 7%

Which of the following did you use to sell work in the period April 2012 to March 2013? (Base: question respondents 129) multiple responses pos-

sible

MAIN sales channel

From

my

own stu

dio/ p

rem

ises

From

my

own websit

e

Comm

ercia

l galle

ry re

tail

Comm

ercia

l galle

ry e

xhib

ition s

ales

Publicly

funded g

allery

reta

il

Publicly

funded g

allery

exh

ibitio

n sale

s

Craft

shop

Craft

fair

Third p

arty w

ebsites

Comm

issio

ns - f

rom

busin

esses

Comm

issio

ns - f

rom

public

Comm

issio

ns - f

rom

inst

itutio

ns

Oth

er

25%

7%9%

6%

1% 1% 2%

14%10%

3%

15%

2%

6%

Which ONE of the following sales channels generated the highest value of sales for your craft business in the period April 2012 to March 2013?

(Base: question respondents 115) single response only

Sales channels

60%52%

43%34%

9% 10%

34%43%

27% 22%

56%

12% 5% 7%

25%

7% 9% 6% 1% 1% 2%14% 10%

3%15%

2% 6%

Which of the following did you use to sell work in the period April 2012 to March 2013? and Biggest value of sales

all (129) biggest value of sales (119)

PROMOTION

Promotion

76% have a plan for promotion

Top three promotion channels (50%+) are: own website, Facebook, own

database

73% have had no training in promotion

While over half of respondents say

they feel confident promoting their work

Strong support for help and training in

promotion

Respondents don’t overall rely on

galleries to sell their work

Respondents feel they have more

opportunities to sell their work than three

years ago

Promotion

Yes76%

No24%

Do you have a plan for how to promote your work to individuals and/or galleries? (Base: question respondents 100)

Promotion

85%

19%

55%

67%

41%

24% 21%

51%

16%

29%

10% 8% 5%

26%

How do you promote your work? (Base: question respondents 129)

Promotion

Yes23%

No73%

No response4%

Have you had any specific training in promoting your work? (Base: all respondents 129)

Promotion

I feel confident in promoting my work (129)

My business would benefit if I had further marketing training (129)

I have more opportunities to sell my work than I did 3 years ago (129)

I feel confident finding new buyers for my work (126)

My business would benefit from more help in promoting my work (127)

I have more access to training/ development in marketing for a craft business than I did 3 years ago (128)

I rely on my partners (galleries, craft fairs etc) to promote my work (129)

0% 20% 40% 60% 80% 100%

14%

31%

26%

13%

42%

9%

12%

42%

47%

31%

31%

44%

25%

22%

16%

19%

29%

25%

13%

45%

28%

24%

12%

25%

1%

16%

29%



Promotion

I rely on my partners (galleries, craft fairs etc) to promote my work (129)

I have more access to training/ development in marketing for a craft business than I did 3 years ago (128)

I feel confident finding new buyers for my work (126)

I feel confident in promoting my work (129)

I have more opportunities to sell my work than I did 3 years ago (129)

My business would benefit if I had further marketing training (129)

My business would benefit from more help in promoting my work (127)

0% 20% 40% 60% 80% 100%

disagree agree

Specific promotionThe group targeted by the largest number of

respondents is Scottish residents followed by

individuals interested in the genre

17% undertook no specific promotion

In terms of the sales generated this was

evenly spread across a customer base of

visitors, locals, Scottish public and genre

Promotion

visito

rs/to

urists

to th

e loca

l are

a

loca

l resid

ents

Scottis

h audie

nces

England/W

ales/

Northern

Irela

nd audie

nces

Inte

rnatio

nal audie

nces

craft

gallerie

s in

loca

l are

a

craft

gallerie

s in

Sco

tland

craft

gallerie

s in

UK

Inte

rnatio

nal cra

ft galle

ries

people in

tere

sted in

your g

enre

indivi

dual cra

ft co

llect

ors

tour o

perato

rs/ h

otels

no pro

motio

nal act

ivity

other

32%40%

49%

20% 21%25%

20% 19%

9%

42%

23%

1%

17%

4%

Did you undertake specific promotional activity to sell to buyers from any of the groups below? (Base: question respondents 118)

multiple answer possible

MAIN sales

visito

rs to

the lo

cal a

rea

loca

l resid

ents

general S

cottis

h public

general U

K public

Inte

rnatio

nal audie

nces

craft

gallerie

s in

loca

l are

a

craft

gallerie

s in

Sco

tland

craft

gallerie

s in

UK

Inte

rnatio

nal cra

ft galle

ries

people in

tere

sted in

your g

enre

indivi

dual cra

ft co

llect

ors

tour o

perato

rs/ h

otels

other

16%15%

14%

9%8%

2%

5% 5%

1%

13%

5%

0%

4%

Which of these groups generated the most sales for your craft business in the period April 2012 to March 2013.

(Base: question respondents 91) single answer

Success promoting to new buyers

A varied response with open studios, Facebook , word of mouth and exhibitions being the top elements mentioned

I have stepped up the promotion for the Open

Studios a lot ...sales have doubled every year

I have had success in promoting new work by

repeatedly attending trade shows in London so buyers can build up confidence and

knowledge in my work

As a result of my website and project blogs, I was

contacted by a design shop in Japan. They now stock my work in both of their studio stores in Tokyo

Keeping my website up to date and regularly posting

photos of new work attracts new customers

Twitter has been excellent in generating sales for me. I have gathered a list of influential followers who

regularly promote my work for me without me asking.

What would make a difference to your ability to attract new buyers?

A craft show in Scotland on the level of others in the

UK. ...I don't feel there is a show ...which would

showcase my work and give better exposure to the public

A walk through training course in basics such as linking Facebook to my

website

Being able to relay a clear message and story to clients and being confident to talk

about it and be able to think up press releases

What would make a difference to your ability to attract new buyers?

Theme of comment Number of mentions

Time 12

Website 11

Contacts 10

Help with strategy 9

Advertising 6

Sector promotion 5

Social media 5

International 4

Confidence 3

Gallery space 3

Press 3

Presenting work 3

Scotland craft fair 2

AttitudesOverall, respondents

are neutral about whether they get more support in accessing new buyers now than

three years ago

Respondents price their work the same in all

sales environments but find it hard to cover

costs

Respondents find buyers to be more price

sensitive

Attitudes to buyers

I feel better supported in accessing new buyers than I did 3 years ago (127)

I try to price my work the same regardless of the sales channel (eg the same from my website as from a gallery) (127)

I find it hard to price my work sufficiently to cover my costs (127)

Buyers are more price sensitive than they were 3 years ago (127)

0% 20% 40% 60% 80% 100%

9%

24%

12%

24%

18%

47%

45%

38%

53%

13%

20%

30%

18%

21%

8%



Attitudes to buyers

I feel better supported in accessing new buyers than I did 3 years ago (127)

I find it hard to price my work sufficiently to cover my costs (127)

Buyers are more price sensitive than they were 3 years ago (127)

I try to price my work the same regardless of the sales channel (eg the same from my website as from a

gallery) (127)

0% 20% 40% 60% 80%

disagreeagree

Trends/ confidence

Over half of respondents identified that their income from craft is

higher than three years ago

Equal number of respondents rated the craft sector as more

confident as the same confidence as three

years ago

Two thirds of respondents think that

their business will thrive in the next twelve months

One third of respondents think that craft promotes itself well to the public

Half of respondents agreed that craft had a

higher profile in Scotland than three years ago

Trends

Much higher Higher About the same Lower Much lower0

5

10

15

20

25

30

35

Compared to three years ago would you say your income from craft sales was?

(% base question respondents 119)

Changes in income from sales

The highest response related to the respondent developing their work – sometimes specifically to meet market demand; often the development of their skill gave them the confidence needed to

develop their business

Respondents identified new/more sales and promotion channels as having a positive

impact on their sales

Thirteen respondents were new/developing businesses

In terms of reduced income the highest response was the

recession. Some respondents noted that customers were spending less/buying lower

priced items. Four respondents noted that galleries had closed

Changes in incomefrom sales

Theme of commentNumber of respondents making

comment

Recession/spending less 19

Developing work 18

More channels 14

New/developing business 13

Better known 9

Spending less 6

Better networked 5

Promotion 5

Galleries closing 4

More exposure 4

Reasons for change in sales

The downfall mirrors the current economic position of the

UK...Galleries and shops have closed ...Commissions are ...a

luxury to my previous customers. The average price of

pieces purchased has nearly halved.

Better focused and member of regional network so more links

than previously.

I've gained confidence in my work

I have identified a niche market and can appeal to both locals

and tourists alike which is relevant to my shop

I have also found Facebook in particular very useful for

generating sales and interest, and for promoting events etc, as

it has such a huge reach

Confidence

Muc

h m

ore

conf

iden

t

Mor

e co

nfid

ent

About

the

sam

e

Less

con

fiden

t

Muc

h le

ss c

onfid

ent

0

10

20

30

40

Would you say that the craft sector in Scotland was more or less confident than three years ago?

(% question respondents, 116)

Confidence

While some respondents identify the recession as having a

negative impact on the confidence of the sector, a

smaller number identify positive benefits from a change in attitude

towards crafts and a desire to invest

Respondents identify a positive change in the perception of craft related to people’s interest in the

authentic and local

There were a smaller number of negative comments about

attitudes to craft as a profession both in terms of the public looking

for cheap items and hobbyists undermining professionals with cheap and poor quality outputs

In terms of negative changes in the sector, craft education and

the reduction in craft courses was cited

Some respondents highlighted that the sector was more

professional and using online tools

Comments about the media were generally (but not exclusively)

positive in terms of its promotion of the craft sector

Confidence

'craft based' courses at the Scottish Art Colleges are being cut or have

already closed. ...where are the future craft workers in Scotland

going to come from?

when people think of Craft they think of hobby craft...I think the public

who are interested in art and craft know what its about but the general

public don't have a clue

Because craft as a whole is making a resurgence ...as part of global

resurgence in the hand-made/the local/the sustainable agendas...

People seem to have a better understanding and hold a value for

hand made goods. I think as a result of the recession, people are finally seeing that a 'throw away

culture' has many downfalls and that investing in something that could last your forever is a much more

desirable thing

I think all craft makers are having to try even harder and they are more versatile in their approach to the

market place

Potential buyers have less money to spend and the 'Primark' effect is hard on everyone making and

selling art and craft items

Attitudes

The craft sector promotes itself well to the public (128)

Craft has a higher profile in Scotland now than it did 3 years ago (126)

The general public are more aware of craft than they were 3 years ago (124)

I feel confident my craft business will thrive over the next 12 months (124)

0 10 20 30 40 50 60 70 80 90 100


Attitudes

The craft sector promotes itself well to the public (128)

Craft has a higher profile in Scotland now than it did 3 years ago (126)

The general public are more aware of craft than they were 3 years ago (124)

I feel confident my craft business will thrive over the next 12 months (124)

35

50

46

65

29

10

15

6

Disagree Agree

SUMMARY

Summary

Respondents belong to a very wide range of networks and bodies but feel that networks could have a

positive impact on their business

Diversity of networks is an issue in terms of comprehensive

communication and networking. Craft Scotland has this overarching role. While Craft Scotland scored

well with respondents for networking and information this is to be

expected as the source of the survey.

While respondents were proactively looking for information they did not

feel informed about the development of the sector.

Respondents cited lack of time for non making activity (eg promotion, networking etc) as an issue. The additional comments about Craft

Scotland highlighted the danger of falling off the radar for craft makers

Summary

The majority of respondents are making and selling work

Respondents are using multiple sales channels to sell their work

Income from craft is primarily from craft sales with the average

income being £10,666

Respondents report that buyers are more price sensitive but

additional comments reveal some positive benefits from the

recession including appreciation of the value of the authentic and

local

The majority of respondents have a plan for promotion but no formal

training. Their business would positively benefit from help with

this

craft scotland survey 2013 outcomes

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