Illuminate
Illuminate is a new Audience Data Platform for arts and cultural organisations; commissioned by Arts Council England, built and developed by PwC.
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About the platform
You will be able to gather audience data through surveys and box office connections, and access meaningful insights about who engages with your activities.
Thank you to everybody who has taken the time to give us feedback about Illuminate. We are committed to giving you the best experience when using the new platform, and want to act on your feedback wherever possible.
We are actioning some of these changes ahead of the launch, rather than once the platform is up and running. Therefore Illuminate will now go live on Thursday 1 June rather than Tuesday 16 May as originally scheduled. We appreciate your support and feedback, and can’t wait to share it with you!
Automated functionality and a range of insights will be free to access and there will be resources and support to help you make the most of the tool. For our funded organisations, to simplify the data you submit to us, some audience and activity-related data previously collected through the Annual Survey will be brought into this platform too. You’ll be able to easily upload this information throughout the year and see your audience-related data in one place. Whilst some elements of Illuminate won’t be required for certain organisations (see exemptions in the Q&A), we expect most funded organisations to engage in some way.
Read our blog with Sanj Jagait, Chief Data Officer at Arts Council, about why we’re working with PwC on the tool.
Questions for your audience surveys
Questions for your audience surveys
So that everyone can understand and respond to audience patterns across creativity and culture, there’s some questions that all National Portfolio and Investment Principles Support Organisations will need to ask on their audience surveys to ensure the data is consistent.
Uploading your box office data
Uploading your box office data
If your box office provider doesn’t integrate with Illuminate, you can manually upload it using the template provided.
Survey sampling
Survey sampling
The more data you collect, the more robust your outputs.
Below you can find the minimum responses required for your surveys, as well as the targets we think you should aim for.
Minimum number of responses required
40
Notes
95% confidence interval with 15% margin for error
Target number of responses
100
Annual audience (eligible respondents)*
Less than 2000
Minimum number of responses required
200
Notes
95% confidence interval with 7% margin for error
Target number of responses
400
Annual audience (eligible respondents)*
4000-6000
Minimum number of responses required
400
Notes
95% confidence interval with 5% margin for error
Target number of responses
800
Annual audience (eligible respondents)*
8000-10,000
Minimum number of responses required
1000
Notes
95% confidence interval with ~3% margin for error
Target number of responses
2,500
Annual audience (eligible respondents)*
30,000+
Minimum number of responses required
100
Notes
95% confidence interval with 10% margin for error
Target number of responses
200
Annual audience (eligible respondents)*
2000-4000
Minimum number of responses required
300
Notes
95% confidence interval with 6% margin for error
Target number of responses
600
Annual audience (eligible respondents)*
6000-8000
Minimum number of responses required
500
Notes
95% confidence interval with 4% margin for error
Target number of responses
1000
Annual audience (eligible respondents)*
10,000-30,000
*To calculate targets, total audience numbers should be estimated based on how many respondents would be eligible for surveying. For example, estimates for children and young people under 16 would not be included here when calculating your targets.