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  1. Guide | Audience Spectrum

    How Audience spectrum differs from other segmentation tools and how to get the most out of it.

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  2. Feature | Measure for measure

    A think piece exploring the questions around how and why we measure art and culture...

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  3. Case Study | Theatre Centre

    Utilising a Google AdWords grant for charities...

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  4. Guide | Paid search advertising - beginner tips and resources

    A beginner's guide to understanding paid search advertising...

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  5. Benefits and features of Audience Spectrum

    Details on how and why The Audience Agency developed this new audience segmentation system.

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  6. Guide | Meaningful mapping

    How to use the geography of where your audiences live as a means to usefully segmenting your database...

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  7. Guide | Segmentation made simple

    How segmentation can inform your audience development plan with a step by step guide..

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  8. Case Study | London Theatres Consortium

    Understanding frequency of attendance by audience behaviour...

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  9. Case Study | Local authorities: data for decision making

    Local authorities are facing a period of unprecedented change, as political priorities shift and resources shrink...

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  10. Feature | Integrated income

    Understanding how cultural organisations can better capitalise on the relationships between areas of earned income...

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  11. Feature | Dynamic pricing: an introduction

    How to optimise cultural organisations' revenue using dynamic pricing...

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  12. Guide | Fieldworkers

    How to recruit, train and manage fieldworkers

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  13. Guide | Good practice for sampling

    A guide on targets and tactics for making the most out of your sampling practice

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  14. Guide | Drive time vs distance

    For most venues and events, the majority of audiences continue to tend to be quite locally based...

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  15. Guide | Audience surveys

    An overview of different methods of audience surveying using Audience Finder

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  16. Guide | Ticketing data

    Information on collecting ticketing data within Audience Finder

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  17. Resource | Data sharing

    Guidance to set out good practice in data collection and management to enable data sharing in compliance with the relevant legislation...

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  18. Feature | Made in Manchester…

    How the Valuing Older People Team (Public Health unit) created a cultural offering to the local older audience...

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  19. Feature | What can Big Data do for the cultural sector?

    Exploring the characteristics and potential of Big Data for the cultural sector...

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  20. Guide | Using evidence for setting audience metrics

    Top tips for setting and monitoring audience-related goals and metrics...

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  21. Guide | Using evidence for advocacy

    Key issues to consider when turning data into evidence for advocacy...

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  22. Case Study | Northern Broadsides

    A venue and touring company relationship development case study...

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  23. Case Study | Rambert

    Case studies on increasing ticket yield from existing audiences and developing new school groups...

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  24. Case Study | English Touring Theatre

    Effective research into touring audiences...

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  25. Case Study | London Orchestras Consortium

    Music to Remember: collaborative marketing in action...

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  26. Guide | Audiences on tour

    A good practice guide to audience development for touring organisations...

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  27. Guide | An introduction to benchmarking

    Sarah Thewall looks at why you would want to benchmark and how to approach it...

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  28. Guide | KPIs for audiences: a practical guide

    How to set and monitor audience KPIs for cultural organisations to help achieve a range of engagement goals...

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  29. Guide | Getting the most out of economic impact

    A guide for arts organisations considering undertaking an economic impact study...

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  30. Guide | Making the case using evidence

    John Holden, a visiting Professor at City University London, shares his top ten tips for advocacy...

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  31. Guide | How to build and maintain your online community

    Digital and social media tips for touring companies

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  32. Audience development planning - using evidence

    The use of evidence as part of the audience development planning process...

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