Theatre Forum: Audience Insights Programme 2024
For Arts Centres, Venues, Theatres & Festivals…
We’ve been working hard with Heather Maitland and Katy Raines (Indigo) over the last three years to ensure that the performing arts sector has the audience insight it needs to drive continued recovery, both at an advocacy level and a very practical one.
Our Audience Insights programme from 2024 will deliver:
- the data you need about your own audiences, along with practical advice and tools to use it to drive growth and success
- sector-wide information on audience behaviours and attitudes, so that we can identify shared opportunities and challenges, and work on them together
- training, resources and support to ensure that audience insight is used to make change across Ireland’s cultural organisations
We’ll do this through:
- collecting and aggregating some data for audiences in 2024 from each organisation
- collecting survey responses from a sample of audiences at a range of venues via a post-event survey
And we’ll present our findings at The Gathering (Sligo 28 & 29 May), so that we can start to talk about how to use the data to make a difference straight away.
So it’s time now for you to help us put that into action for 2024.
Box Office Data
We’ll need you to supply some box office figures from 2023 to Heather and this will need to be done by someone who has responsibility for your box office system. Heather will send out all the instructions about how to do this tomorrow and the deadline is Monday 25 March.
Post-Show Audience survey
In addition to this, we’re keen for as many organisations as possible to join in with sending out our post-show audience survey and we’ll be presenting the results we’ll have collected at the Sligo Gathering, May 28 & 29. Please do get involved now if you’re able – as the more organisations we have doing it, the more valuable the data will be. It can all be automated through your ticketing system, so once it’s set up, you don’t need to lift a finger.
To participate in Audience Insights 2024, could you complete this very short form that indicates that you’ll be able to supply the box office data and participate in the surveys, and who we should liaise with about each of those. (If you’ve already completed the form there is no need to do so again).
12 March Audience Insights Online Session
Thanks so much to everyone who attended our online meeting – it was great to see such a big turnout.
If you missed the session, you can watch back a recording below and also view the presentation slides Audience Insights TF briefing 12 March 2024.