The Audience Agency is a mission-led charity that helps cultural organisations know and grow their audiences. Their purpose is to enable cultural organisations to use shared data to increase their relevance, reach and resilience.
We are working with The Audience Agency to introduce a system of standardised audience data collection, sharing and benchmarking for organisations working in the creative and cultural sector in Scotland.
Audience Answers
Offered through the The Audience Agency, all Multi-Year Funded organisations who have direct audience engagement will be expected to join Audience Answers. This free service supported by Creative Scotland will help your organisation better understand your audience and how they engage with you, through an online dashboard.
Using data from either your box office system or an audience survey, organisations who join Audience Answers will be provided with useful information on your audiences; supporting strategic insight and audience development, as well as for your reporting to Creative Scotland and other funders about your work’s reach and impact.
How does it work
If your organisation delivers work for public audiences, you should join Audience Answers. This can be done in two ways:
- by an automatic feed or data upload from your box office
- by setting up an Audience Answers survey to use with your audience through the year
Organisations can opt to provide both ticketing and survey data for the richest possible audience information and insight.
Next steps
If you have been identified as an audience-facing organisation who is not yet part of Audience Answers, The Audience Agency will be in touch with more details about Audience Answers, how it works and how to sign up, although you are welcome to begin the process now.
Find out more about setting up a survey
Find out more about setting up a ticketing data feed
Online introductory event
Introduction to Audience Answers for organisations in Scotland
Book your place: Thursday 3 April, 11am - 12 noon
Book your place: Thursday 3 April, 2pm - 3pm
These free events will introduce Audience Answers for organisations in Scotland.
The sessions will cover:
- How the free insights available to you via Audience Answers can support your marketing and audience development.
- The requirements for organisations funded via Creative Scotland's Multi-Year Funding programme to sign up for Audience Answers, and how to do so.
- A demonstration of the Audience Answers dashboard and an introduction to our audience surveys and ticketing insights.
- A brief introduction to Audience Spectrum segmentation.
Who is this for?
The sessions are open to anyone working in a cultural organisation in Scotland, of any size or type, who would like to learn more about the support available to them via Audience Answers.
They will be particularly relevant for those organisations who are part of Creative Scotland's Multi-Year Funding programme, and have been notified that they should sign up to Audience Answers ticketing insights or surveys.
As well as marketers of all levels, they may be of interest to anyone else in an audience-focused role - programmers, box office staff, fundraising, visitor services etc are all very welcome.
Format & accessibility
The sessions will be delivered on Zoom, with live captioning available. Please let us know when booking your place if you have any additional access requirements.
Not able to join us on this date?
If you can't attend either of the live sessions, please register your details to receive a recording.
If you have not been contacted but would still like to sign up for this service, please feel free to do so via the links above. There is no cost for cultural organisations in Scotland.
If you have been contacted but do not consider your work to be audience facing and so do not wish to join Audience Answers, please get in touch with your contact at Creative Scotland to discuss further.
Data
Data provided about your organisation to The Audience Agency remains confidential to you, but will be aggregated by artform to support Creative Scotland in our understanding of overall audience engagement patterns in Scotland helping us to make the ongoing case for investment in the arts in Scotland.
You will be asked to sign a Data Use and Confidentiality Agreement on joining Audience Answers.
Read the Audience Answers Privacy Policy and GDPR fact sheet