Audience Answers

Did you know that any cultural organisation in Scotland can access free support to understand their audiences better?

Funding from Creative Scotland has meant that since 2019 all organisations in Scotland have been able to access free audience insight services provided by the Audience Agency’s team of consultants and support specialists.

What's available for free?

Ticketing Insights

(usually £1,440 per year)

Your ticketing system is a rich source of data about your audiences: connect it to Audience Answers and see that data converted to at-a-glance key insights.

With our ticketing insights you will discover:

Which Local Authorities your bookers are coming from in your Location Report
Which Segments and Subsegments your bookers are coming from in your Audience Spectrum Report
Monthly insights into the timing, frequency, proportion of first time visitors and group dynamics of your bookings with your Booking Behaviour Report
Your key ticketing metrics at a glance in your Overview Dashboard

Get started with ticketing insights for freeRead our guide to getting started

Audience Surveys

(usually £1,440 per year)

Any organisation can gain valuable insight into their audiences by asking them about themselves and what they think.

Our audience surveys include:

Standardised survey template with multiple delivery methods and up to 5 additional questions
A powerful survey report which you can filter by question answer
Audience Spectrum profiling of your respondents

Get started with audience surveys for freeRead our guide to getting started

Touring Reports

(usually £675 each)

Get the full picture of how your productions are performing across your tour venues.

Our touring reports include:

Quick and straightforward audience insights around key metrics to support your evaluation, marketing, and future planning
An audience map in a format of your choice
Contacting tour venues on your behalf for permission to share insights