We should be unapologetic in the belief that objective data tells us more than subjective thumb-sucking. Precise judgements, however restrictive, are more informative than sweeping judgements. There is too much nonsense and too many unchallenged myths around about arts audiences and their behaviour.

Mark Hazell, Marketing & Publicity Director, Norwich Theatre Royal

Directory of support

There are some key support organisations within the UK who carry out research into audience data, or are experts in the area.  Below is a list of useful organisations that can provide more advice or support on audience research in your region.

Network

Network is the umbrella organisation for Audience Development Agencies operating across the UK. Network brings together the expertise of its member agencies and enables them to make connections with each other and to share best practice in audience development across the arts and cultural sector, and across the regions of England, Northern Ireland, Scotland and Wales.

www.audiencedevelopment.org

Arts Council England

Arts Council England is the national development agency for the arts in England, distributing public money from Government and the National Lottery.

www.artscouncil.org.uk

The Arts Council of Wales

The Arts Council of Wales (ACW) is responsible for funding and developing the arts in Wales.

www.artswales.org.uk

Scottish Arts Council

The Scottish Arts Council is the lead body for the funding, development and advocacy of the arts in Scotland.

www.scottisharts.org.uk

Arts Council of Northern Ireland

The Arts Council is the lead development agency for the arts in Northern Ireland. It is the main support for artists and arts organisations, offering a broad range of funding opportunities through our Exchequer and National Lottery funds.

www.artscouncil-ni.org

AMA

The Arts Marketing Association (AMA) is a professional development body open to all arts professionals passionate about bringing arts and audiences together in the UK and internationally.

www.a-m-a.org.uk

Audiences South (Was amh)

Audiences South is based in South East England and works with cultural organisations to embed best practice in audience development within their own management, and develop skills that allow them to monitor and evaluate the effects of their activities and better express their value, internally and externally.

www.audiencessouth.org/

Arts About Manchester

Arts About Manchester supports arts and cultural organisations in building and sustaining their audiences. It is a membership organisation and a central contact point for the local arts community as well as an important research and intelligence resource.

www.aam.org.uk

Audiences Central

Audiences Central works across the West Midlands assisting and supporting arts and cultural organisations in the development of audiences for all forms of art.

www.audiencescentral.co.uk

Audiences London

Audiences London works to develop an increased understanding of audiences and visitors, source information about the environment and context of the arts and heritage sector, develop know-how and skills and provide resources.

www.audienceslondon.org

Audiences North East

Audiences North East (ANE) is the strategic agency for the North East of England, working across the whole cultural sector to grow, sustain and develop the region’s audiences. ANE offers a range of research, development and promotional opportunities, all of which are tailored to meet the specific needs of the cultural sector.

www.audiencesnortheast.org.uk

Audiences Northern Ireland

Audiences Northern Ireland provides vital audience development support to arts and cultural organisations through the provision of market intelligence, training, projects, research and forums.

www.audiencesni.com

Audiences South West

Audiences South West is an audience development agency that works with cultural organisations to fulfill their business potential through growing audiences and building participation through support, advice, consultancy and business development.

www.audiencessw.org

Audiences Wales

Audiences Wales is dedicated to increasing access to the arts and cultural sector in Wales through a range of tactical and strategic marketing services for a wide range of organisations, from opera companies to galleries, to amateur theatre companies and museums.

www.audienceswales.co.uk

Audiences Yorkshire

Audiences Yorkshire is the region's strategic audience development agency, supporting arts and cultural organisations through the delivery of a number of core services including: Audience Research, Marketing and Audience Development, Campaigns, Projects, Bespoke Training, Mentoring, Print Distribution and the What’s On website; digyorkshire.com.

www.audiencesyorkshire.org.uk

Cultivate

Cultivate works with cultural organisations of all scales to maximise potential, stimulate growth and enable success, so that people in the East Midlands can enjoy a vibrant and thriving cultural sector.

www.cultivate-em.com

Glasgow Grows Audiences (GGA)

GGA is an arts marketing and audience development agency, whose aim is to improve accessibility to arts and cultural events in the West of Scotland. As well as increasing audience sizes, GGA aims to encourage a diverse audience and create an all round positive environment in which the arts can thrive.

www.gga4arts.co.uk

The Audience Business (TAB)

The Audience Business aims to help develop audiences for the arts in and around Edinburgh, for the mutual benefit and enjoyment of local communities, visitors and arts organisations.

www.tab.org.uk

Arts Audience: Insight Segmentation Model

Understanding the different groups that make up your audience base is essential when seeking to engage both existing and new audiences. Segmentation enables you to understand your audiences more clearly, improve the effectiveness of your marketing and increase your audiences.

www.artscouncil.org.uk/audienceinsight/