Audiences UK is the national network of Audience Development Agencies, organisations that specialise in understanding how to engage and develop audiences. Twelve core member agencies work collaboratively to develop and deliver programmes and services based on the needs of their regions.
We evaluated a project entitled ‘Bringing Data and Segmentation to Life’ for Audiences UK which was funded by the Arts Council England. The Arts Council has identified the need for a step-change in the skills of local authority arts officers in being able to use data and market segmentation to prioritise, plan, evaluate and advocate effectively, ahead of its forthcoming ‘Arts Nation’ campaign.
We evaluated a pilot programme of workshops for arts officers and made recommendations on the roll-out of the programme.
Audiences UK: Audiences UK was investigating the potential for a move from a subscription base to supporting a broader range of organisations based on a shared commitment to increasing quality in the delivery of support for cultural organisations in areas of audience development practice. We were therefore commissioned to ensure that it had a robust and impartial evidence base upon which to make decisions and plan its business model.