Understanding Visual Arts Audiences (stage 2)
Participants
The project includes the following organisations: Autograph, Barbican Gallery, Beaconsfield, Café Gallery Projects, Camden Arts Centre, Chisenhale, Courtauld, Design Museum, Gasworks, Hayward, ICA, Iniva, Matt's Gallery, National Gallery, National Portrait Gallery, Peckham Space, Photographers' Gallery, Rivington Place, Serpentine Gallery, Showroom, South London Gallery, Tate, V & A, Whitechapel
Objectives
- Devise a standard set of questions and answers for galleries to use in their ongoing audience research.
- Research, devise and test an audience data framework for standardised audience data collection, analysis and reporting using the standard set of questions and answers.
Activities
Develop a standard set of questions consisting of mandatory, core and optonal questions
Research, devise and test a framework for standardised audience data collection. By framework we mean a system that:
- contains a common set of data
- defines the data and how it fits together
- enables comparison within the data
- provides reporting
Devise and deliver a programme of support for galleries available to marketing and front of house staff at participating galleries and has the following aims:
- to support galleries in implementing the framework
- to develop marketing staff's skills in using audience data
- To support marketing staff in promoting the value of their work internally.
We reported on the first stage of data hub framework testing April 2010 and the first full benchmarking report will be available Autumn 2011.