- Date: 14 August 2012
- Artform: All
- Region: National
Descriptions of market segments are necessarily thumbnail sketches rather than sensitively textured and sharply defined representations. This can raise as many questions as it answers.
This pilot presented a rare opportunity to address these questions through live exchanges between local authority arts officers and representatives of the audience segments. It sought not only to increase understanding but to share new approaches to developing these audiences and increase confidence in the value of segmentation.
Questions suggested by local authority staff were put to representatives of the two audience segments in semi-structured interviews which were videoed and edited.
These provided material for four workshops with local government arts officers from different parts of England. Two of these workshops, (London and Leeds) included opportunities for delegates to work alongside representatives from the two segments to explore ideas for different strategies to develop these audiences.
Participant not only learned at first-hand about the attitudes, values, and behaviours of the audience segments but gained confidence in and an understanding of the value of segmentation. Participants also learned how to apply segmentation techniques in their own locality. Each workshop included an overview tailored to the regions attending the workshop.
The project also included training for some audience development agency staff in the use of qualitative research techniques and segmentation data.
Project evaluation by Polski Lynch