Taking part" is a major DCMS survey into how the public engage with the arts. Arts Council England has developed a new audience segmentation model, which has 13 distinct arts consumer segments (such as Urban Arts Eclectic, Mature Explorers, Family and Community focused, Retired Arts and Crafts etc) among English adults. The categories are based on the findings of the Taking Part survey and will help organisations to understand and target their audiences better. The segmentation provides new insight into how and why different kinds of people engage with the arts in England today. It can also be used as a source of insight and ideas for building new audiences for the arts.

Local Level Modelling
This segmentation knowledge can be used to develop a stronger knowledge of your local area. The modelling is based on the probabilities of people living in different English postcodes to belong to the 13 segments. The segmentation looks at what we know about the demographic and lifestyle characteristics of the people living in each postcode. A segment profile can be calculated  for each constituent postcode and this can be mapped to view in a visual format.  For example you can estimate the segment profile of people living in a given local area, produce maps that show broad trends in the prevalence of a segment across a given area and any areas of interest can be analysed, such as:

- Local Authorities or Wards 
- postcode sectors or districts 
- areas within eg 30-minute drive of a particular venue

Further information on the segmentation model can be found on www.artscouncil.org.uk/audienceinsight

Seminar will be jointly led by Cultivate and Arts Council England.

Free to attend. Booking is essential however; please book a place by clicking below (you will need to log in first).