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Audience SpectrumAn arts specific segmentation and profiling
tool, built using the Taking Part survey
Taking Part Survey, 10th Anniversary User EventDCMS, 28th July 2015
Leo Sharrock, Head of Data Strategy
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The Story of Audience Spectrum
• Who are The Audience Agency?
• What is Audience Spectrum?
• Using Taking Part to build Audience Spectrum
• What does Audience Spectrum look like?
• How are cultural organisations using it?
• How can you access Audience Spectrum?
• Questions
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Not-for-profit NGO supporting 800
cultural organisations to understand,
and grow audiences
Services: advice & facilitation,
research & intelligence
Give-and-gain model:
sharing insight
Local – national - local
The Audience Agency
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A segmentation of the UK population based on people’s
cultural habits and preferences.
10 segments with distinct profiles located by postcode.
Helps organisations understand a spectrum of audiences,
plan to meet needs, and find new audiences.
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MetroculturalsCommuterland
Culturebuffs
Experience
Seekers
Dormitory
DependablesTrips & Treats
Home &
HeritageUp Our Street
Families
Kaleidoscope
CreativityHeydays
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USING TAKING PART TO BUILD
AUDIENCE SPECTRUM
Research on
engagement
Insight &
experience
Information
on population
Accessibility
Index
Using Taking Part to build Audience Spectrum
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Using Taking Part to build Audience Spectrum
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Using Taking Part to build Audience Spectrum
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How we built the segmentation
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How we built the segmentation
• A national picture of engagement
• At household level
• With a wealth of supporting information
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What does Audience Spectrum look like?
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Medium engagement segments
Rank 4 – 6
Higher, Rank 1 – 3
Lower, Rank 7 - 10
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Medium engagement
Ranked 4 - 6
41% population (England)
30% of audiences (Audience Finder)
High potential for change
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Dormitory Dependables
Trips and Treats
Home & Heritage
Connect through the familiar
Iconic programme
Focus on social benefits
Different kind of loyalty
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High engagement
Ranked 1 - 3
22% population
60% of audiences
Potential for increased value
and advocacy
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Metroculturals
Commuterland Culturebuffs
Experience Seekers
Manage relationships
Maximise income
Develop advocates
Digital revolution starts here
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Lower engagement
Ranked 7 - 10
37% population
10% of audiences
Qualified opportunity
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Up Our Street
Facebook Families
Kaleidoscope Creativity
Heydays
Different offer
Different place
Relevant resources
Co-creation, special practice
Creative People & Places
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How are cultural organisations using it?
• 700 orgs in Audience Finder have access to AS
• Strategic marketing/audience development planning
• Targeted tactical marketing delivery
• Funder/stakeholder reporting
• Informing policy/funding decisions
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How can you access AS resources?
www.theaudienceagency.org/audience-spectrum
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Any questions?