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

Art Form Classifiers

Added 4th August 2008

Audiences Wales was commissioned by Network in February 2008 to recommend an art form classification system for possible adoption by arts organisations across the UK.

Since 2006 Audiences Wales has been developing a three-tier art form classification system for its data analysis project, The Knowledge, which utilises Purple Seven’s Vital Statistics software.
The Audiences Wales system is based on the matrix proposed by Peter Verwey in his report ‘The Use of Classifiers in the Arts’ produced for Audience Data UK in 2005.

Download art_form_classifiers1.pdf (333.56 Kb)

Comments

  1. Author
    Haleh
    Permanent link
    #
    Date
    27th January 2009
    Comment
    Does anyone know of any audience research done specifically for new writing? There seems to be quite a bit about play/theatre/drama attenders but none which is more specifically for new writing. Perhaps this isn't a valid category on its own anyway - I guess it depends why we call it new? Do we really mean "hard to sell" or "the unknown"? With a definition of something that was premiered in the last 4 years, we could lump a tiny production of XYZ, in three languages, by Bizarre Company from NowhereYou'veHeardOf (this is fictitious!), in with Alan Bennett's History Boys!

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