Overview
The Audience Data and Advocacy Tools are interactive ways to engage with the results of the 2022 National Arts Participation Survey, Creating Value.
Developed by Creative Australia and Lonergan Research, these tools provide insights and opportunities to understand Australians’ engagement with and attitudes towards the arts.
The Audience Data and Advocacy Tools can be used to support advocacy, audience development and strategic planning.
About the tools
There are three components to the audience data and advocacy tools:
- A set of five population segments that reflect how Australians can be grouped together based their attitudes towards and their engagement with the arts, including their motivations and barriers.
- A set of 11 personas developed and refined from the population segments and based on arts engagement and on age, gender, life stage, education and cultural background.
- A set of three interactive dashboards enabling exploration of the data from the 2022 National Arts Participation Survey by:
- population segment
- behaviour
- attitude
The data from the 2022 National Arts Participation Survey was modelled and indexed in three ways:
- The Behavioural Index. The Behavioural Index is based on how frequently Australians engage with arts activities. This includes frequency of attendance at events, reading, listening to music and creation across art forms.
- The Attitudinal Index. The Attitudinal Index is based on how much Australians support the arts and believe in their value.
- The Population Segmentation Model. The Population Segmentation Model reflects how Australians can be grouped together based on a range of attitudinal and behavioural measures (drawn from the Behavioural Index and the Attitudinal Index), including answers to key questions regarding their participation, motivations and barriers.
How to use the Audience Data and Advocacy Tools
Download Knowing and Growing your Audience: Guide to the 2022 audience data and advocacy tools here.
The guide includes:
- an introduction to the three tools and how to interpret them
- examples demonstrating how the tools can be used by the sector
- examples of the data that can be extracted from the tools, such as attendance, attitudes, motivations and barriers
- step-by-step instructions for how to use the interactive dashboards.
A full report on how the tools were created is also available here.
