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The Audience and Market Development Division of the Australia
Council sees comprehensive, reliable, and current sources of
audience data as being a critically important foundation on which
arts organisations can strengthen existing audiences and attract
new ones. To this end the Division plans to establish an audience
research and advisory service for the arts and engaged a
consultant (ARTS Australia
and The
Dramatic Group) to undertake preliminary development and
planning for this service. |
There are various sources of arts audience information in Australia
yet there is no easily accessible central place or one-stop shop which
artists and arts organisations can approach for advice about sources
of data, the reliability and interpretation of data, designing and
conducting research, and approaching and working with audience or
market research specialists.
The purpose of the service was to provide a central point from
which reasonably comprehensive, reliable, and current arts audience
data and related information can be accessed by the arts quickly,
easily and in a timely manner. In effect, a one-stop-shop for a range
of audience data and research solutions to assist the Australian arts
to develop a better understanding of Australian arts audiences and
markets, support their marketing decisions, and improve their
marketing effectiveness.
Audience Insight Australia was conceived with the capabilities and
resources to:
- Raise awareness in the arts community about the importance of
audience research.
- Assist in increasing the arts community’s competence in applying
audience research in developing effective audience development or
marketing strategies.
- Source data on Australian arts audiences.
- Provide or facilitate access to industry and, potentially,
customised demographic, geo-demographic, and lifestyle profiles of
arts attenders and non-attenders.
- Broker contact with or arrangements between arts organisations
and commercial market research companies and/or academic or
government research agencies for specific arts audience research
projects.
- Provide advice to the arts community on audience research design
and solutions to suit a range of needs across all artforms.
- Provide an audience research advisory and information service to
the subsidised arts in Australia; and
- Assist in creating a more audience-oriented arts industry.
- to access, collate, store and retrieve quality Australian arts
audience and market information from a range of relevant data or
information sources;
- to present Australian arts audience data and related information
on an industry or customised level which is accessible and
appropriate for Australian arts audience development and marketing;
- to advise Australian arts organisations on audience research
design, methodologies, and methods;
- to raise awareness in the arts community about the importance of
reliable and current audience research;
- to increase the arts community’s competence in applying audience
research in developing more targeted arts audience development and
marketing strategies;
- to identify and develop opportunities for arrangements between
arts organisations and market/ audience research specialists for
sponsoring audience and market research; and
- to increase the range of audience research available to the arts
industry.
- Increased awareness in the arts community about the importance
and value of reliable and current audience research.
- Increased arts industry access to reliable and current
Australian arts audience data.
- A greater level of competency in and a more informed approach to
applying audience research in developing more targeted audience
development and marketing strategies in the arts industry.
- Opportunities identified and developed for arrangements between
arts organisations and market/ audience research specialists in
conducting audience and market research.
- A greater range of audience research available to the arts
industry.
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