Audiences London

 
Banner image1
Home

Search Our Resources

Choose the objective you need to meet
OR a skill you need to build
OR the art form or sector you want to work with.
THEN select the resource type you want.

Alternatively, you can enter your own phrase in the Search window at top right.

Where Next?

Audiences for the Visual Arts Stage 1

Year: 2009

Audiences London was commissioned to undertake a scoping study in London to establish what data is currently being collected by London based visual arts organisations, how it is being used and how organisations can be supported to collect and use this information most effectively.

Project participants

Artangel, Art in the Open, Autograph, Barbican Gallery, Beaconsfield, Café Gallery Projects, Camden Arts Centre, Chisenhale, Courtauld, Design Museum, Dulwich Picture Gallery, Gasworks, Hayward, ICA, Iniva, Matt's Gallery, National Gallery, National Portrait Gallery, Photographers' Gallery, Royal Academy, Serpentine Gallery, Showroom, South London Gallery, Tate, V & A, Whitechapel

Study objectives

  • Establish what and how audience data is collected by London contemporary visual arts organisations
  • Establish how London contemporary visual arts organisations use audience  information in their strategic planning
  • Develop an understanding of London contemporary visual arts attenders 
  • Research the most appropriate and cost effective means of supporting organisations in their ongoing collection and use of audience data
  • Make recommendations for ways forward

 

Project Activities

Staff from eighteen galleries and visual arts organisations agreed to take part in face to face interviews during April and May 2008. Discussions involved marketing staff, curators and directors depending on the scale of the organisation.

In parallel with the interviews, visitor data (from surveys) was obtained from eighteen organisations.

Conclusions and recommendations based on the consultation with galleries

  • The consultation suggested that there is an appetite for standardised questions and data sharing and a detailed proposal should be further developed in consultation with ACE and the galleries.
  • Shared survey questions to be developed.
  • Practical support for galleries in collection and use of audience data to work towards a cultural shift to develop awareness of the value of visitor information amongst galleries and ACE.
  • Qualitative research to understand more about the impact of the gallery visit has been identified as a priority by galleries. Though collection of quantitative data should be considered the priority.

 

This project was funded by ACE, London

As a result of this consultation a set of standard question and answer codes has been devised and is available as a resource - see the link to the right of this page. In addition as part two of this project Audiences London has designed a data hub to facilitate data sharing across the galleries.