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Quality of experience

Questions you might ask yourself

  • Do our participants have a good quality of experience? Do we understand how they experience the work we do?

  • Do we pay proper attention to the diversity of our audience/participants, ensuring that they all have equally good experiences?

  • What do our audiences tell us about the quality of experience that we provide?

  • How do we evaluate our audience’s/participants’ view of the quality of experience that we have provided to them?

  • Does the environment within which we present our work add to or detract from the quality of experience?

  • Do we make sure that we reflect on and learn from any feedback we collect?

What success looks like

  • We have an established process for gathering audience feedback and incorporating it in the overall artistic evaluation of our work.

  • The feedback that we get is largely positive.

  • The quality of experience is equally high for all sectors of our audience.



5x5x5 is an independent, arts-based action research organisation which supports children in their exploration and expression of ideas, helping them develop creative skills for life.


The AMA is the national umbrella body for arts marketers and audience development workers, with a membership of around 1,900. It offers professional development opportunities, publications and networking. Parts of the site are available to members only, while some content, including downloadable material, is offered free.

  • The AMA publishes a number of books including 'Thinking Big', 'This Way Up' and 'The Marketing Manual'. However, they are only available to members, and detailed information about the publications is held behind the subscription wall on the site. The AMA also publishes a monthly members' magazine called JAM (Journal of Arts Marketing).

Arts Council England

Arts Council England is the national arts development agency for England, supporting a range of artistic activities from theatre to music, literature to dance, photography to digital art, carnival to crafts. It distributed both grant-in-aid and Lottery money.

Arts Council of Northern Ireland

The Arts Council of Northern Ireland/Comhairle Ealaion Thuaisceart Eireann is the lead development agency for the arts in Northern Ireland. It supports arts organisations and distributes funds from the Exchequer and National Lottery funds.

Arts Council of Wales

The Arts Council of Wales is responsible for funding and developing the arts in Wales. It distributes funding from the Welsh Assembly Government and the National Lottery.

Audience Data UK (ADUK)

Audience Data UK (ADUK) provides guidance and clarification on collecting, processing, analysing and interpreting audience data gathered from box offices, visitor surveys or other research projects. It is supported by all the arts councils of the UK. Many of its resources are available free to download, while others are password protected and may be linked to training courses run by the organisation.

  • ADUK offers for free download a wide range of audience development, marketing and research reports by well-known practitioners and consultants. These include some editions of the AMA's journal JAM (normally available only to AMA members) and research commissioned by audience development agencies and funders. Subjects include growing audiences, writing research briefs and artform classifiers.

  • This downloadable report looks at finding out whether or not your organisation is serving all sections of society equally, and what measures you can take to address inequalities.

Every Child Matters

Every Child Matters sets out the Government?s approach to the well-being of children and young people from birth to age 19. All should have the support to be healthy; stay safe; enjoy and achieve; make a positive contribution; and achieve economic well-being.

Inspiring Learning for All

Inspiring Learning for All is a self-help improvement framework for museums, libraries and archives, developed by the Museums, Libraries and Archives Council (MLA). It assists organisations to develop their learning offer, and includes a planning and assessment tools and a number of useful definitions and explanations.

Joseph Rowntree Foundation

The Joseph Rowntree Foundation funds a large, UK-wide research and development programme, seeking to understand the root causes of social problems, to identify ways of overcoming them, and to show how social needs can be met in practice.

Learning Outside the Classroom (LOtC)

Learning Outside the Classroom (LOtC) has created this resource to help professionals working with young people aged 0?19 to provide high-quality experiences.


RARPA is a project supported by the National Institute of Adult Continuing Education (NIACE).

  • A Value Added Toolkit to support the Recording and Recognition of Progress and Achievement (RARPA) in Non-accredited learning. Particularly useful for those working with adults and non-accredited education experiences.

Scottish Arts Council

The SAC website offers a long list of publications, with over thirty concentrating on educational matters. These not only concern arts organisations, but also deal with the extensive input which SAC has had to Scotland's Curriculum of Excellence.

The Big Lottery Fund

The Big Lottery Fund is a distributor of Lottery grants, with funds going to community groups and to projects that improve health, education and the environment.

Third Sector Foresight

Third Sector Foresight is a National Council for Voluntary Organisations website, offering strategic insight and planning tools for the UK voluntary and community sector, including key drivers influencing the sector.

  • The Third Sector Foresight list of key drovers includes a section on technology, which includes information relevant to reaching and attracting new audiences, including: Access to the internet; Digital exclusion; Ease of publishing online; Ease of reaching niche groups; Online communities; Interactive websites; Empowered consumers/information society.