Quarantine Mapping and Profiling -Updated · the audience. Audience Spectrum Audience Spectrum is a...

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© The Audience Agency 2014 Quarantine Mapping and Profiling Emily Griffiths, Research Officer October 2014

Transcript of Quarantine Mapping and Profiling -Updated · the audience. Audience Spectrum Audience Spectrum is a...

Page 1: Quarantine Mapping and Profiling -Updated · the audience. Audience Spectrum Audience Spectrum is a population profiling tool which describes attendance, participation and engagement

© The Audience Agency 2014

Quarantine

Mapping and Profiling

Emily Griffiths, Research Officer

October 2014

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© The Audience Agency 2014 2

Contents

About this report ............................................................................................ 4

Aims of the Research ..................................................................................... 4

Methodology ................................................................................................ 4

Overall Findings ............................................................................................. 5

Geographical spread of visitors .......................................................................... 5

Audience Spectrum profile ............................................................................... 5

Mapping ....................................................................................................... 6

Local Authority Profiling.................................................................................. 6

Pinpoint map – UK ......................................................................................... 8

Pinpoint map – North West ............................................................................... 9

Pinpoint map – Contact .................................................................................. 10

Pinpoint map – Eccles .................................................................................... 11

Pinpoint map – Derby Departure Festival ............................................................. 12

Pinpoint map – Irlam ..................................................................................... 13

Pinpoint map – Oldham Bookmark Festival ........................................................... 14

Pinpoint map – Oldham .................................................................................. 15

Pinpoint map – Ordsall Hall ............................................................................. 16

Pinpoint maps – Manchester Parks ..................................................................... 17

Manchester - Alex Park .................................................................................. 17

Manchester - Manley Park ............................................................................... 18

Pinpoint Map - Moss Side Powerhouse ................................................................. 19

Pinpoint Map – Wigan The Meadows ................................................................... 20

Pinpoint Map – Wigan Youth Zone ...................................................................... 21

Pinpoint Map – Wythenshawe Hall...................................................................... 22

Pinpoint Map – Nurture Café Leeds .................................................................... 23

Pinpoint Map – Compass Live Art Festival Leeds (Between Us We Know Everything) ........... 24

Audience Spectrum ........................................................................................25

How to read the table ................................................................................... 25

Audience Spectrum Profile – All Data .................................................................. 26

Percentage breakdown of Audience Spectrum segments – All Data ............................... 27

Audience Spectrum Profile – Between Us We Know Everything .................................... 28

Percentage breakdown of Audience Spectrum segments – Between Us We Know Everything . 29

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Audience Spectrum Profile – Table Manners .......................................................... 30

Percentage breakdown of Audience Spectrum segments – Table Manners ....................... 31

Audience Spectrum Profile – The Soldiers Song ...................................................... 32

Percentage breakdown of Audience Spectrum segments – The Soldiers Song ................... 33

Comparison of Audience Spectrum segments ........................................................ 34

About the Segments ...................................................................................... 35

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About this report

The analysis in this report is based on postcodes of attenders to ‘Between Us We Know

Everything’, ‘Table Manners’ and ‘The Soldiers Song’. All maps, charts and tables are based on

the number of attenders to a particular show, or to a particular venue.

The report contains a number of sections including mapping and Audience Spectrum profiling.

Everything in the report is derived from the postcode data you supplied.

Aims of the Research

This research aims to:

• Measure Quarantine’s engagement with audiences across the five target local authority

districts receiving the work in Year One

• Measure Quarantine’s engagement with audiences not currently engaged in

contemporary performance or the arts more generally.

Methodology

Mapping

There are a number of maps included in this report. These give a visual representation of the

location of your audience, based on the data that you have sent through.

• Pinpoint maps - each attender is plotted as a point on the map. This is mapped at

postcode level - it is worth noting that a postcode, on average, covers approximately 15

households. A pinpoint map is useful for getting an idea of the general distribution of

the audience.

Audience Spectrum

Audience Spectrum is a population profiling tool which describes attendance, participation and

engagement with the arts, museums and heritage, as well as behaviours, attitudes and

preferences towards such organisations. It has been built to meet the needs of small and large

scale, ticketed and non-ticketed organisations from across the cultural sector.

To find out more and to view the pen portraits for each segment visit:

www.audiencefinder.org/spectrum

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Overall Findings

Geographical spread of visitors

Each of the three pieces (Between us we Know Everything, Table Manners and The Soldiers

Song) successfully engaged with local communities surrounding the venues/performance sites.

In each case the majority of audiences come from the hyper local area. For more information

please see maps on p6 -23.

Audience Spectrum profile

Each piece of work engaged a broad range of people, including groups not traditionally

associated with arts engagement. For more information please see p24 -34.

All Data

The three largest Audience Spectrum segments amongst the overall audience were: Facebook

Families (40%), Trips and Treats (12%) and Up Our Street (12%). Almost two thirds (64%) of

all attenders belong to one of these three groups. These groups are all significantly less likely

to attend the arts than average.

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Mapping

Local Authority Profiling

The table and map below show the breakdown of audience postcodes by local authority

district. This shows that Quarantine engaged residents in all 10 AGMA districts, with most

engagement in Manchester (346 people), Wigan (83 people) and Trafford (53 people).

Local Authority Count Percentage

Manchester 346 56%

Wigan 83 13%

Trafford 53 9%

Salford 34 6%

Cheshire East 18 3%

Stockport 16 3%

Oldham 8 1%

Tameside 7 1%

Chorley 6 1%

Rossendale 5 1%

Bury 5 1%

St. Helens 4 1%

High Peak 4 1%

Derby 4 1%

Preston 3 0%

Warrington 2 0%

Burnley 2 0%

Lancaster 2 0%

Rochdale 1 0%

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Blackburn with Darwen 1 0%

South Somerset 1 0%

Fylde 1 0%

Ribble Valley 1 0%

Torridge 1 0%

Bolton 1 0%

Calderdale 1 0%

Rushcliffe 1 0%

Halton 1 0%

Shepway 1 0%

Aberdeen City 1 0%

Kirklees 1 0%

Wolverhampton 1 0%

Shropshire 1 0%

Erewash 1 0%

Total 618 100%

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Pinpoint map – UK

The following map shows the distribution of attenders throughout the UK. There is a visibly

large cluster in the North West but attenders can also be seen in Scotland, Nottingham and

near the South Coast.

Base: 618 valid UK postcodes

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Pinpoint map – North West

This map provides a closer look at the attenders in the North West. We can see clusters of

attenders in the areas around the venues.

Base: 618 valid UK postcodes

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Pinpoint map – Contact

Attenders to Contact Theatre are mainly located around the venue in Manchester.

Base: 43 valid UK postcodes

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Pinpoint map – Eccles

The majority of attenders to shows in Eccles were from the Greater Manchester Area.

Base: 9 valid UK postcodes

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Pinpoint map – Derby Departure Festival

The majority of attenders where from Derby, with one visible in Ilkeston.

Base: 6 valid UK postcodes

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Pinpoint map – Irlam

Attenders where mainly situated around Irlam but a few can be seen further North towards

Manchester City Centre.

Base: 15 valid UK postcodes

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Pinpoint map – Oldham Bookmark Festival

The event at Oldham Bookmark Festival attracted a very local audience.

Base: 8 valid UK postcodes

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Pinpoint map – Oldham

The one attender to the Table Manners show in Oldham was lived locally.

Base: 1 valid UK postcode

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Pinpoint map – Ordsall Hall

Attenders to Ordsall Hall lived in the Greater Manchester area, however one attender lived in

Wolverhampton.

Base: 16 valid UK postcodes

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Pinpoint maps – Manchester Parks

In the following 2 maps we can see that events in Manchester Parks also attracted very local

audiences.

Manchester - Alex Park

Base: 8 valid UK postcodes

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Manchester - Manley Park

Base: 10 valid UK postcodes

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Pinpoint Map - Moss Side Powerhouse

Those attending the event at Moss Side Powerhouse lived locally to the venue.

Base: 5 valid UK postcodes

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Pinpoint Map – Wigan The Meadows

The map shows that the majority of attenders to The Meadows were local with a few attenders

travelling from slightly further North in Clitheroe and Leyland.

Base: 14 valid UK postcodes

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Pinpoint Map – Wigan Youth Zone

The following map shows the spread of attenders to Wigan Youth Zone.

Base: 71 valid UK postcodes

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Pinpoint Map – Wythenshawe Hall

A large cluster of attenders to Wythenshawe Hall can be seen around the venue. This venue

also attracted visitors from as far as Scotland and the South Coast of England.

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Pinpoint Map – Nurture Café Leeds

Attenders were predominantly from the Leeds area but attenders can also be seen in

Huddersfield, Cottingham and Hull.

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Pinpoint Map – Compass Live Art Festival Leeds (Between Us We Know Everything)

A cluster of attenders can be seen around Leeds with attenders also visible in Skipton, Preston

and Manchester.

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Audience Spectrum

How to read the table

The table shows the size of each segment within the visitor profile and compares this to the

size of that segment within the base population. The index figures show whether each segment

is over- or under-represented in the visitor profile compared to the base population. An index

of 100 occurs where the proportion of a group in the sample exactly matches the size of that

group within the base population.

An index over 100 indicates this group is over-represented in the visitor profile compared to

the population of the base area. Indexes of 110 or over are highlighted, with the index being

coloured red.

An index of less than 100 indicates this group is under-represented in the visitor profile

compared to the population. Indexes of 90 or under are highlighted, with the index being

coloured blue.

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Audience Spectrum Profile – All Data

Audience Spectrum Segment All Data

North West (Adults 15+ estimate 2013) Index

Count % Count %

Metroculturals 2 0% 12,856 0% 148

Commuterland Culturebuffs 35 6% 580,269 10% 57

Experience Seekers 21 3% 312,748 5% 64

Dormitory Dependables 58 10% 942,352 16% 58

Trips & Treats 73 12% 1,079,380 19% 64

Home & Heritage 23 4% 459,817 8% 47

Up Our Street 75 12% 553,821 10% 129

Facebook Families 242 40% 1,142,276 20% 201

Kaleidoscope Creativity 38 6% 367,835 6% 98

Heydays 42 7% 331,418 6% 120

Unclassified 9 - - - -

Total count 609 100% 5,782,772 100% -

Please note: profile totals and base population counts and percentages do not include unclassified records

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Percentage breakdown of Audience Spectrum segments – All Data

0%

6%

3%

10%

12%

4%

12%

40%

6%7%

0%

10%

5%

16%

19%

8%

10%

20%

6%6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Metroculturals CommuterlandCulturebuffs

ExperienceSeekers

DormitoryDependables

Trips & Treats Home &Heritage

Up Our Street FacebookFamilies

KaleidoscopeCreativity

Heydays

All Data Base: North West

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Audience Spectrum Profile – Between Us We Know Everything

Audience Spectrum Segment

Between Us We Know Everything

North West (Adults 15+ estimate 2013) Index

Count % Count %

Metroculturals 0 0% 12,856 0% 0

Commuterland Culturebuffs 3 3% 580,269 10% 31

Experience Seekers 8 8% 312,748 5% 156

Dormitory Dependables 10 11% 942,352 16% 65

Trips & Treats 12 13% 1,079,380 19% 68

Home & Heritage 5 5% 459,817 8% 66

Up Our Street 16 17% 553,821 10% 176

Facebook Families 19 20% 1,142,276 20% 101

Kaleidoscope Creativity 17 18% 367,835 6% 281

Heydays 5 5% 331,418 6% 92

Unclassified 0 - - - -

Total count 95 100% 5,782,772 100% -

Please note: profile totals and base population counts and percentages do not include unclassified records

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Percentage breakdown of Audience Spectrum segments – Between Us We Know Everything

0%

3%

8%

11%

13%

5%

17%

20%

18%

5%

0%

10%

5%

16%

19%

8%

10%

20%

6%6%

0%

5%

10%

15%

20%

25%

Metroculturals CommuterlandCulturebuffs

ExperienceSeekers

DormitoryDependables

Trips & Treats Home &Heritage

Up Our Street FacebookFamilies

KaleidoscopeCreativity

Heydays

Between Us We KnowEverything

Base: North West

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Audience Spectrum Profile – Table Manners

Audience Spectrum Segment Table Manners

North West (Adults 15+ estimate 2013) Index

Count % Count %

Metroculturals 0 0% 12,856 0% 0

Commuterland Culturebuffs 1 5% 580,269 10% 50

Experience Seekers 5 25% 312,748 5% 462

Dormitory Dependables 7 35% 942,352 16% 215

Trips & Treats 2 10% 1,079,380 19% 54

Home & Heritage 0 0% 459,817 8% 0

Up Our Street 1 5% 553,821 10% 52

Facebook Families 2 10% 1,142,276 20% 51

Kaleidoscope Creativity 0 0% 367,835 6% 0

Heydays 2 10% 331,418 6% 174

Unclassified 0 - - - -

Total count 20 100% 5,782,772 100% -

Please note: profile totals and base population counts and percentages do not include unclassified records

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Percentage breakdown of Audience Spectrum segments – Table Manners

0%

5%

25%

35%

10%

0%

5%

10%

0%

10%

0%

10%

5%

16%

19%

8%

10%

20%

6%6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Metroculturals CommuterlandCulturebuffs

ExperienceSeekers

DormitoryDependables

Trips & Treats Home &Heritage

Up Our Street FacebookFamilies

KaleidoscopeCreativity

Heydays

Table Manners

Base: North West

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Audience Spectrum Profile – The Soldiers Song

Audience Spectrum Segment The Soldiers Song

North West (Adults 15+ estimate 2013) Index

Count % Count %

Metroculturals 2 0% 12,856 0% 182

Commuterland Culturebuffs 31 6% 580,269 10% 63

Experience Seekers 8 2% 312,748 5% 30

Dormitory Dependables 41 8% 942,352 16% 51

Trips & Treats 59 12% 1,079,380 19% 64

Home & Heritage 18 4% 459,817 8% 46

Up Our Street 58 12% 553,821 10% 123

Facebook Families 221 45% 1,142,276 20% 226

Kaleidoscope Creativity 21 4% 367,835 6% 67

Heydays 35 7% 331,418 6% 124

Unclassified 9 - 0 - -

Total count 494 100% 5,782,772 100% -

Please note: profile totals and base population counts and percentages do not include unclassified records

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Percentage breakdown of Audience Spectrum segments – The Soldiers Song

0%

6%

2%

8%

12%

4%

12%

45%

4%

7%

0%

10%

5%

16%

19%

8%10%

20%

6% 6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Metroculturals CommuterlandCulturebuffs

ExperienceSeekers

DormitoryDependables

Trips & Treats Home &Heritage

Up Our Street FacebookFamilies

KaleidoscopeCreativity

Heydays

The Soldiers Song

Base: North West

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Comparison of Audience Spectrum segments

0% 3%

8%11%

13%

5%

17%

20%

18%

5%0%

5%

25%

35%

10%

0%5%

10%

0%

10%

0%

6%2%

8%

12%

4%

12%

45%

4%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Metroculturals CommuterlandCulturebuffs

ExperienceSeekers

DormitoryDependables

Trips & Treats Home &Heritage

Up Our Street FacebookFamilies

KaleidoscopeCreativity

Heydays

Between Us We KnowEverything

Table Manners

The Soldiers Song

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About the Segments

Metroculturals (Higher engagement)

Prosperous, liberal urbanites, Metroculturals choose a city lifestyle for the broad cultural

opportunity it affords. They are therefore interested in a very wide spectrum of activity, but

many tend towards their own preferred artform or style. Although active museum attenders,

more engage with the arts and many on a weekly basis. Working in demanding but rewarding

professions, they are highly educated and have a wide variety of other interests from food and

travel to current affairs and architecture.

Commuterland Culturebuffs (Higher engagement)

Affluent and settled with many working in higher managerial and professional occupations.

Commuterland Culturebuffs are keen consumers of culture, with broad tastes but a leaning

towards heritage and more classical offerings. Mature families or retirees, living largely in leafy

provincial suburban or greenbelt comfort, they are willing to travel and pay for premium

experiences, their habits perhaps influenced by commuting. Motivations are multiple, ranging

from social and self-improvement, to the pursuit of learning opportunities for older children.

They tend to be frequent attenders and potential donors.

Experience Seekers (Higher engagement)

An important and significant part of urban arts audiences, these highly active, diverse, social

and ambitious singles and couples are younger people engaging with the arts on a regular

basis. Students, recent graduates and in the early to mid-stages of their careers, they live

close to city centres, have easy access to and attend a wide variety of arts, museums galleries

and heritage. Interests cover mainstream, contemporary and culturally diverse offers and

attending is at the heart of their social lives. They are mostly in search of new things to do

and have disposable income to spend on a variety of leisure activities like sports/arts

memberships and frequent visits to cafes, bars and restaurants. Digitally savvy, they will share

experiences through social media on their smart phones.

Dormitory Dependables (Medium engagement)

A significant proportion of audiences are made up of this dependably regular if not frequently

engaging group. Most live in suburban or small towns and show a preference for heritage

activities, alongside popular and more traditional, mainstream arts. Many are thriving well off

mature couples or busy older families; lifestage coupled with more limited access to an

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extensive cultural offer mean that culture is more an occasional treat or family outing than an

integral part of their lifestyle.

Trips and Treats (Medium engagement)

While this group may not view arts and culture as a passion, they are reasonably active despite

being particularly busy with a wide range of leisure interests. Comfortably off and living in the

heart of suburbia their children range in ages, and include young people still living at home.

With a strong preference for mainstream arts and popular culture like musicals and familiar

drama, mixed in with days out to museums and heritage sites, this group are led by their

children’s interests and strongly influenced by friends and family.

Home and Heritage (Medium engagement)

Conservative in their tastes, this more mature group appreciates all things traditional: a large

proportion are National Trust members, while classical music and amateur dramatics are

comparatively popular. While this is not a highly engaged group – partly because they are

largely to be found in rural areas and small towns – they do engage with the cultural activity

available to them in their locality. They look for activities to match their needs and interests,

such as accessible day-time activities or content exploring historical events.

Up Our Street (Lower engagement)

Living reasonably comfortable and stable lives, Up Our Street engage with popular arts and

entertainment and museums, and are also visitors of heritage sites. Many are older and have

some health issues, living on average or below average household incomes, so access in all its

forms can be an issue. Modest in their habits and in their means, value for money and low-risk

are important factors in leisure decision making.

Facebook Families (Lower engagement)

Arts and culture play a very small role in the lives of this younger, cash-strapped group living in

suburban and semi-urban areas of high unemployment. They are the least likely to think

themselves as arty, while less than a third believe that the arts is important. Nevertheless,

they do go out as families: cinema, live music, eating out and pantomime.

Kaleidoscope Creativity (Lower engagement)

Characterised by low levels of cultural engagement despite living in and around city areas

where plenty of opportunities are within easy reach. A great mix of people comprise this

segment with a wide range of ages, living circumstances, resources and cultural backgrounds

all living cheek-by-jowl. Low incomes and unemployment can present barriers to accessing

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some cultural provision. Nevertheless, two thirds do engage with more popular and accessible

culture annually, some of this in the local community and outside the mainstream. Free, local

events like outdoor arts, festivals and carnivals may appeal, and so might popular offerings like

musicals and music events.

Heydays (Lower engagement)

Heydays are the group least likely to attend arts or cultural events, believing that the arts are

no longer as important or relevant to them as perhaps they once were. Many live in sheltered

or specially adapted accommodation for older people, and are excluded from many activities

due to a raft of health, access and resource barriers. If they do engage this is likely to be

participatory such as craft and knitting, painting, reading and writing activities organised by

their sheltered housing, church group or community library.

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Contact

London Office

Unit 7G1

The Leathermarket

Weston Street

London SE1 3ER

Manchester Office

Green Fish Resource Centre

46–50 Oldham Street

Northern Quarter

Manchester M4 1LE

T 0300 666 0162

[email protected]

www.theaudienceagency.org

Registered in England & Wales 8117915