The Audience Agency

The audience agency logo

The Audience Agency is a mission-led charity: our purpose is to enable cultural organisations to use our national data to increase their relevance, reach and resilience. We believe arts, culture and heritage have the power to improve the quality of people’s lives, to create meaning and community, to promote empathy and learning. The more citizens involved in shaping culture and taking part, the greater the power. Our mission is to give the public a voice in shaping a vibrant, relevant culture.

The Audience Agency is funded by Arts Council England, as a Sector Support Organisation, to lead on supporting cultural organisations to gain a deeper understanding of current and potential audiences.

The core of our work is building actionable insight through innovative approaches, including:

  • Data-driven decision making
  • Experience journey mapping
  • User-centred design
  • Creative techniques
  • Mixed-method approaches

Our methods are based around our belief that audiences and users should be at the heart of any solution and draw on our unrivalled market understanding derived from real engagement data from 20 million households.

Rosie Hanley
PR & Communications Manager