Know your audiences

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What sort of people are in your audience? What about your local community? You’ll naturally have a better chance of being relevant, sustainable and profitable if you take the needs, interests and values of these key stakeholders into account. If you’re wondering which cultural groups to consult with, your audience and community is a good place to start.

How do I do it?

A huge amount of information is available on the people in your local area via census data organised by postcode. This includes details like birthplace, background, language spoken at home and ethnicity.

If you gather postcode information about your audience (eg during ticket sales) you can apply the same tools to learn valuable insight into your audience more generally.

You can also use audience surveys to inquire about your audience’s background which could offer more accurate information.

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