Existing Data
What's out there and how can it help us?
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Type of Information
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What is it?
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What does it do?
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Target Index Group (TGI)
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Market research providing comparable consumer insights. Main source of longitudinal data on arts attendance
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Looks at frequency of attendance for categories of arts events and is weighted by demographics
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Area Profile Reports
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Arts Council service that profiles the population (postal or drive-time)
Uses ACORN categories, Census of Population and TGI data
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Provides information about the population in a defined area as a whole and then for each postal sector within that area
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Taking Part
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Survey commissioned by DCMS to collect data on engagement in culture, leisure and sport
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Investigates levels of engagement for categories of arts events and also motivations, barriers and socio-demographics
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Arts Audience Insight
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Arts Council’s national in-depth segmentation framework of arts engagement
Uses TGI and Taking Part data
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Profiles 13 segments by their patterns and attitudes to arts engagements. Can segment by region, council areas and database
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A Classification Of Residential Neighborhoods (ACORN) and Mosaic
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Classification systems that segments and profiles the population by postcode
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Profiles your database into categories, groups and types by their demographics, lifestyle and characteristics
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Audience Research
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Collection of data via questionnaires, focus groups, mystery shopping, box office analysis
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Qualitative data of your target segment which could include their preferences, perceptions and attitudes
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