Understand your community and market potential
Get to know who is in your local market, their behaviours, interests and preferences, and their attitudes to culture, heritage or arts engagement, by using both your own and The Audience Agency’s data sources.
An essential starting point for all plans, campaigns and strategies is knowing potential audiences and understanding how your offer may suit them – whether they are a community of place, interest, need or culture. Then you can combine this insight with what you know about your current audiences to identify the size and nature of opportunities for growth and audience development.
The session will use population data – drawing on The Audience Agency’s Population Profile Reports, Audience Answers dataset, Audience Spectrum segmentation, the Cultural Participation Monitor and examples from across the sector. And feel free to review what you know about your current audiences so that you can see how your own insights can be used to build your market potential picture.
