Audience Development

We work with experts in the field to provide detailed data analysis and interpretation packages providing vital information on existing and potential markets, socio-demographic profiles, market penetration, hot-and-cold locations and other bespoke services.


Viewpoints is Cultivate's cost effective, user friendly online survey service that enables visual arts organisations and museums to collect, analyse and compare audience data. The service provides participants with accurate data that can be used to support reporting to existing and potential funders, as well as informing internal decision making. Viewpoints will enable you to better understand your visitors and ensure that your organisation is providing the best experience possible.

How it works

  • Participants are provided with a pdf copy of the Viewpoints survey for printing and a data entry link that allows them to input results for their organisations online.*
  • Every organisation has access to their own results and can download summary reports for internal use at any time.
  • Cultivate will produce a twice yearly comparative report allowing participants to see how they are performing compared to other orgnisations in the region.
  • An annual review event will be held to allow participants to feed back on their experience of using the Viewpoints service and suggest any changes or improvements.

*If your organisation uses computer kiosks visitors can also complete the survey online.

Testimonial: New Art Exchange has been a member of the online survey service since its inception and would thoroughly recommend it to any new organisations considering joining the scheme. User feedback is positive, with a simple easy to complete form which is not over burdensome for visitors. NAE utilise the results extensively as an internal performance driver and also as a valuable benchmark with our peer organisations. (Mark Stephens, Director of Operations & Finance, New Art Exchange, Nottingham)

If you are interested in finding out more about Viewpoints please contact

We also offer a range of other Audience Development packages that include area profiles, data interpretation, relationship building and marketing strategy development. You can download full details of our Audience Development services here.