One of the most exciting things about Audience Finder is the ability to work with groups of organisations to understand the context of your particular geographical location and the sector in which you work. We support participating organisations to collect audience information and then clean and aggregate this data in order to deliver the insight – reports, tools, benchmarks and your dashboard.

Types of data

We collect three main types of data in the course of providing the services that make up the Audience Finder programme:

  1. Quantitative data from audience surveys
  2. Ticketing data from oraganisations’ box office systems
  3. Administrative data collected for the smooth running of services

The ways of collecting this data vary depending on the organisation, but our commitment to the highest standards in data protection and quality insight apply no matter what the size of your dataset or organisation.

More information about these types of data and how we collect them can be found in the Data collection in Audience Finder article.

Who can see my data?

The only people who can see your data are the people responsible for managing the box office and suvey data warehouse where the data is stored and other specified staff of The Audience Agency.

Simple analysis of data, and aggregated data, is provided to participating organisations through the dashboard and tools in the However you can only see the analyses of your own organisation's data and aggregates. No other individuals or single organisations are ever identified.

We will make some benchmarks available publicly, but again no individuals or single organisations are ever identified in these benchmarks.

Do we use the data for anything else?

The Audience Agency has no interest in the sale of participating organisations’ patron data or in using patron data directly for TAA’s own commercial gain. The Audience Agency seeks only to act as a custodian of such data for the purposes of providing insight to participating organisation, in order to help them become more resilient, efficient and sustainable.

The Audience Agency and its technical partner Baker Richards Consulting Ltd are registered with the Information Commissioner’s Office and comply fully with their obligations under the Data Protection Act 1998. All participating organisations are required to sign Confidentiality & Data Use Agreements which seek to protect all parties from unauthorised disclosure of any data or information.

Our commitment to data protection

The Audience Agency and its partner Baker Richards Consulting Ltd take the security of client data very seriously. The companies regularly review technical and organisational processes to ensure the security of data and to prevent unauthorized disclosure.

We ensure that data is:

  • fairly and lawfully processed
  • processed for limited purposes
  • adequate, relevant and not excessive
  • accurate and kept up to date
  • not kept longer than necessary
  • processed in accordance with the individual’s rights
  • secure
  • not transferred to countries outside the European Economic area unless the country to which the data is to be transferred has adequate protection for the individuals