It’s vital to understand your existing and potential customers and ‘the market’ from which they are drawn. Knowing customer needs and preferences, attitudes and behaviours, as well as having information on the behaviour of the market itself, will increase the potential success of your campaigns.

Your Box Office or in-house customer database is the most valuable source of marketing intelligence specific to your audiences, as it tells you who your audience is, where they come from, how often they attend and what they like to attend.

We can augment this intelligence with a wide range of data analysis tools including Mosaic NI and Vital Statistics which provide lifestyle descriptions of your audience and regional data on arts attendances province wide. This can help you develop strategies to increase penetration within key areas or find completely new audiences.

We also act as the conduit for secondary research resources such as reports from Ofcom and Census NI, which offer analysis of general trends in the NI market place. You can also read the findings of research carried out by other agencies on this website; visit the Library section.

Contact chris.palmer@audiencesni.com or alice.lewis@audiencesni.com to find out more about how we can help you find the best approach for your organisation.