Snapshot: Visual Arts
Following the success of Snapshot: performing arts we have now established an ongoing audience intelligence-sharing service suitable for visual arts organisations, museums and galleries.
In 2010/11 we supported 21 London galleries and museums of various scales and surveyed over 14,000 visitors from the UK and abroad.
- A standard, customisable survey to map and profile gallery and museum visitors, their habits and experiences
- Advice and support for data collection, including fieldworker training
- View results easily online
- Annual benchmark and custom reports for your organisation
- Networking with peers and discussion events
"This has helped us better understand Tate's role in the ecosystem of cultural visitors in London" Claire Eva, Head of Marketing and Audiences at Tate
Background:
The Visual Arts benchmarking project began in 2008 with a scoping exercise to establish the amount and nature of audience data being collected and used by London contemporary visual arts organisations, and investigate the most appropriate and cost effective means of supporting these organisations in their ongoing audience research and development activities. Following this report, the findings were put into practice; a framework was produced and a support system provided which enabled a wide range of galleries to collect audience data and contribute to a set of benchmarks.
How it works:
We are now collecting audience intelligence from visual arts organisations on a regular basis, and new organisations are welcome to join at any time. We have just published our first full set of benchmarks, allowing galleries to compare their own detailed audience profile with the overall London benchmark and tailored benchmarks reflecting gallery size.
The overall benchmarks are representative of the combined gallery audience across all galleries in the project; therefore, galleries with more visitors have a larger impact on the benchmarks. Further analysis broke down the findings into another set of benchmarks representing a hypothetical ‘average’ gallery in each of the following three size groupings:
Larger galleries (more than 1,000,000 visitors per year):
National Gallery
National Portrait Gallery
Tate Britain
Tate Modern
V&A
Mid-scale galleries(50,000 - 999,999 visitors per year):
Barbican Art Gallery
Camden Arts Centre
Courtauld Gallery
Design Museum
Hayward Gallery
Photograohers' Gallery
Rivington Place
South London Gallery
The Curve
Whitechapel Art Gallery
Smaller galleries (Up to 49,999 visitors per year):
Beaconsfield
CGP London
Chisenhale Gallery
Gasworks Gallery
Matt's Gallery
The Showroom
The results:
We are delighted to be able to share our first report, which highlights the key findings from the benchmarked results of the first full year of research, covering visits made between April 1st 2010 and March 31st 2011.
Visit our Resources to download the highlights report and our press release.
A full version of this report is available upon request from Audiences London. If you have any questions about this report please contact
Cost: Join from £300 per year
For more information about joining Snapshot London Visual Arts please contact