We’re taking Audience Spectrum out on the road for a series of free in-person events across the UK.

Audience Spectrum is the cultural sector’s most widely used and effective audience targeting tool. Used by hundreds of programmers, marketers, fundraisers and other engagement specialists to help organisations tailor their offers in a sensitive and compelling way to the needs of different audiences, Audience Spectrum can help you increase sales and connect to communities.

This autumn we’re taking Audience Spectrum out on the road for a series of free in-person events across the UK.

Join us to find out how you could make Audience Spectrum work for your organisation – from your day-to-day audience engagement and marketing activity to your longer-term strategic planning.

If you’re new to Audience Spectrum, you’ll find out how expert users have been harnessing the power of free resources and paid-for services. If you’re an expert yourself, come and view the new features we’ve introduced and tell us what you’d like to see next.

We’ll be sharing some share real-world examples of Audience Spectrum in action, and we’ll work together to make sure you have practical next steps to take back and use in your own individual context.


All are welcome.

These sessions may be of particular interest to anyone who is responsible for planning and delivering on-the-ground audience participation, marketing campaigns in an arts, culture or heritage organisation.

You may also find it useful if you’re creating or refining an audience development strategy for your organisation.

What will you learn:

We hope you’ll leave this session with not just a deeper understanding of Audience Spectrum as a segmentation tool, but also with some inspiration and practical ideas of how you can apply this knowledge to your day-to-day work, no matter what kind of cultural organisation you work for.

You’ll also have an opportunity to meet peers from across the sector and share tips and ideas in a relaxed and friendly environment.


These half-day sessions will take place in person, at a variety of locations across the UK.

Our team will first introduce segmentation as a concept, and Audience Spectrum specifically, before moving into a workshop section where we’ll work together to think about how Audience Spectrum could be applied at a practical level.

Cost: Free


Access services can be requested in the booking form and will be provided where possible. Please book as soon as possible to allow time for arrangements to be made. For further information please contact us at events@theaudienceagency.org

Sessions available:

Audience Spectrum Live - Cardiff

Tuesday 21 November 1:30 PM - 5:00 PM

Chapter Arts Centre

Facilitators: Chris France, Megan Tripp and Zoe Papiernik-Bloor

Book your place

With special thanks to Chapter Arts Centre for hosting the event.


This event is part of the Audience Insight Wales programme.

This session will be delivered in English but Welsh interpretation will be provided.

Audience Spectrum Live - London

Thursday 23 November 1:30 PM - 5:00 PM

Birkbeck, University of London

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With special thanks to Birbeck, University of London for hosting the event and London & Culture Calling for sponsoring the post-event drinks reception.

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Audience Spectrum Live - Manchester

Thursday 30 November 1:30 PM - 5:00 PM

Royal Exchange Theatre

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With special thanks to the Royal Exchange Theatre for hosting the event and Splitpixel for sponsoring the post-event drinks reception.

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