A structured overview document that provides you an accessible introduction to audience identification and planning. Designed to be user-friendly, the document is easily understood and is the ideal first step in ensuring a project reaches its intended audience.
Audience profiling sets the foundation for effective implementation of engagement planning and allows for projects with limited resources, including staffing and budget, to achieve the audience reach and depth of experience they aspire to.
Using our audience engagement expertise, knowledge of audience psychologies, and partnership with Arts Audience Insights CIC to call upon past research, we look to fill a skills gap in your team and/or work with you to address the challenges you may be facing in reaching audiences.
The Content of Audience Profiling Documents
Audience participation planning always begins with a free 30-minute video consultation, followed by a face-to-face deep-dive consultation if you wish to explore a collaboration further. Non-committal and free of charge, consultations allow both parties to gain a better understanding of each other and determine if working together is something that can benefit us both.
Presuming this is the case, we then move into the formal process of developing your audience profiling document. Split into six stages, each contains comprehensive yet clearly presented information that demonstrates consideration of equality and diversity, increase of range, depth of engagement access, innovation of audience participation and a focus on achieving ACE strategic goals. In addition, the option of audience segment audits and marketing cost forecasting.
Build Audience Profiles
Connecting with Audiences
Building a Cultural Experience
The Multiverse Approach
Examples documents can be shared upon request.
Our Unique 'Multiverse Approach' to Audience Engagement.
Choices & Decisions
Arrival & Departure
An audience's first contact with your programme; attracting them, engaging them and moving them to attend.
The stage where audiences weigh up alternative options and consider what choosing you will mean to them.
Moving the audience through their journey with you; providing value to them and creating a lasting impression that evokes further engagement.
Reducing 'mental barriers to participation' that prevent attendance and ensure audiences leave having been artistically and intellectually challenged.
The influence your programme has had on an audience, what they take away; tangible or intangible.
The Importance of Understanding
Understanding the psychological make-up of an audience is essential in ensuring audience engagement moves past the limitations of arts marketing.
Dissection of the psychological needs and preferences of the audience allows for appreciation of any personal, situational, cultural, institutional and historical factors that may be influencing an audience’s willingness to engage.
As the only audience engagement consultants that place such heavy emphasis on psychology over marketing, our approach is based upon significant past research into audience habits and preferences. By aligning psychographic considerations we can provide more relevant engagement guidance as to effectively reach and connect with your audience segment; informing the building of cultural experiences so the public receive maximum value from your work.
Moving Beyond Dead-End Data
Audiences aren’t just numbers to report back to ACE with, they have clear and determined psychologies influencing their engagement with the arts.
Only through exploration of psychology can the arts remain relevant and essential to the wider public good, data driven planning simply can not cut it.
Much of current arts marketing and engagement planning is based upon impressive seeming census-style data reports that provide extensive results but give no explanation as to how these are relevant to the arts or arts engagement planning.
We feel it's a dangerous, ineffective and impersonal approach to be developing cultural experiences based upon statistics and not recognising audiences as individuals. Grouping audiences solely through demographic data is not only extremely presumptuous of their psychographics but also boarders on prejudice and discrimination. Allowing the future of the arts to be shaped through such a cold, analytical approach fills us with dread. ©
"Art without discovery moves nobody; creation must be made accessible for consumption".
The Consultancy Process
Free 30-minute video consultation.
Free face-to-face deep-dive consultation.
Consultancy formally agreed. Deliverables agreed.
Continuous and unlimited dialogue via phone, email or face-to-face.
Regular progression meetings.
Final sign off and presentation of documents, with optional public presentation lead by Disconnected Bodies.
On-going support and continued partnership.
£150 incl. VAT
We charge to same rate as the A-N artist fair pay policy of £26/hour.
To be paid in 3 instalments of £83.33 as follows -
Upon formal agreement.
Upon completion and delivery.
Within 3 months of completion.
Agreed with organisation.
Typically delivered within 4-5 weeks.
Refunds can be requested at any point of the agreement up till the final sign-off, with all payments (in full) being refunded within 14 days.