Understanding Audience Engagement
Audience data has led to an interesting comparison with grocery shopping, as explained by Áine McCarron from the research and evaluation company, thrive.
What we need to do – as a sector – is to get audiences to buy more groceries
Thrive has spent 20 years discussing audiences, focusing on loyalty and engagement with individual organisations. Ticketing data shows that customers typically visit once a year at best, prompting discussions on increasing visit numbers.
However, the results of the IMPACT research programme have provided new insights. IMPACT captures demographics, behavior, and the impact of arts attendance, with over 7,700 people surveyed across Northern Ireland.
Author's summary: Exploring audience engagement through data analysis.
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