Research

Research is often considered a luxury beyond the marketing budgets of most arts organisations. We offer assistance with primary and secondary research, both through collaborative projects and individual members.

We have a number of powerful tools to enable us to analyse box office data, profile current audiences and map potential audiences, all providing real evidence to inform marketing decisions. Whether you want an online survey or are interested in audience trends across NI, we can help.

Identifying your research needs

Many arts organisations collect a large amount of information on their audiences every time they book a ticket and what isn't collected as standard customers are often willing to tell us. With such a vast amount of information potentially available, and with marketers, programmers, funders and sponsors all asking for different pieces, it can be difficult to navigate your organisation's information maze.

Audiences NI can help you identify your information stakeholders and your research objectives to ensure that you're getting the right information in the right way to meet your needs.

 

Customer Behaviour Analyses

Understanding how your bookers are engaging with you helps you identify the patterns in their behaviour which you can try to maximise or change to deepen their engagement with your organisation. Using our online analysis tool, Vital Statistics, Audiences NI can help organisations with computerised ticketing systems to explore factors like how often bookers are attending during the year, whether they're re-attending back year on year and whether they're returning to see the same thing again or trying something new.

Audience Mapping: Mosaic NI

Mosaic NI is a sophisticated classifications system that breaks down Northern Irish consumers into 9 groups and 36 types using the most up-to-date census data and lifestyle surveys available, and locates them geographically.

A Mosaic report can help;

• measure your penetration within particular demographic groups or geographic areas.

• identify potential new audiences and highlight gaps.

• advocate for your organisation.

• inform and strengthen sponsorship proposals.

• provide a benchmark for future year's performance.

Audience Mapping: Electoral Areas

If you report to a government body or are looking to lobby elected representatives in local councils, Stormont or Westminster, then mapping your audience by electoral boundaries can help you make your case. Based on booking records, Audiences NI can help you identify your household penetrations within particular Northern Irish wards, constituencies and local council areas and match this information to the appropriate elected representatives.

Audience Mapping: Areas of Deprivation

Organisations looking to engage in work in deprived areas, or looking to evaluate their programming or education and outreach work, can benefit from comparing their customer data against the Multiple Deprivation Measures for Northern Ireland. The MDM ranks geographic areas of Northern Ireland according to their deprivation levels and can help you target groups or people to engage with, or demonstrate that you are engaging with particular areas of deprivation within your catchment area.

Sectoral Reports

Audiences NI's Vital Statistics software currently stores information relating to 10.5 million ticket sales from across Northern Ireland, which can be used to better understand how customers behave on a regional basis through Audiences NI's annual reporting. This year, the Audience Audit and Audience Tracker reports will be combined to provide a single reference point to quantify market size and identify patterns in customer behaviour.

View our most recent Audience Review

View the Audiences NI wallchart Click Here

For more information on research please contact chris.palmer@audiencesni.com