Post on 19-May-2020
© The Audience Agency 2014
Quarantine
Mapping and Profiling
Emily Griffiths, Research Officer
October 2014
© The Audience Agency 2014 2
Contents
About this report ............................................................................................ 4
Aims of the Research ..................................................................................... 4
Methodology ................................................................................................ 4
Overall Findings ............................................................................................. 5
Geographical spread of visitors .......................................................................... 5
Audience Spectrum profile ............................................................................... 5
Mapping ....................................................................................................... 6
Local Authority Profiling.................................................................................. 6
Pinpoint map – UK ......................................................................................... 8
Pinpoint map – North West ............................................................................... 9
Pinpoint map – Contact .................................................................................. 10
Pinpoint map – Eccles .................................................................................... 11
Pinpoint map – Derby Departure Festival ............................................................. 12
Pinpoint map – Irlam ..................................................................................... 13
Pinpoint map – Oldham Bookmark Festival ........................................................... 14
Pinpoint map – Oldham .................................................................................. 15
Pinpoint map – Ordsall Hall ............................................................................. 16
Pinpoint maps – Manchester Parks ..................................................................... 17
Manchester - Alex Park .................................................................................. 17
Manchester - Manley Park ............................................................................... 18
Pinpoint Map - Moss Side Powerhouse ................................................................. 19
Pinpoint Map – Wigan The Meadows ................................................................... 20
Pinpoint Map – Wigan Youth Zone ...................................................................... 21
Pinpoint Map – Wythenshawe Hall...................................................................... 22
Pinpoint Map – Nurture Café Leeds .................................................................... 23
Pinpoint Map – Compass Live Art Festival Leeds (Between Us We Know Everything) ........... 24
Audience Spectrum ........................................................................................25
How to read the table ................................................................................... 25
Audience Spectrum Profile – All Data .................................................................. 26
Percentage breakdown of Audience Spectrum segments – All Data ............................... 27
Audience Spectrum Profile – Between Us We Know Everything .................................... 28
Percentage breakdown of Audience Spectrum segments – Between Us We Know Everything . 29
© The Audience Agency 2014 3
Audience Spectrum Profile – Table Manners .......................................................... 30
Percentage breakdown of Audience Spectrum segments – Table Manners ....................... 31
Audience Spectrum Profile – The Soldiers Song ...................................................... 32
Percentage breakdown of Audience Spectrum segments – The Soldiers Song ................... 33
Comparison of Audience Spectrum segments ........................................................ 34
About the Segments ...................................................................................... 35
© The Audience Agency 2014 4
About this report
The analysis in this report is based on postcodes of attenders to ‘Between Us We Know
Everything’, ‘Table Manners’ and ‘The Soldiers Song’. All maps, charts and tables are based on
the number of attenders to a particular show, or to a particular venue.
The report contains a number of sections including mapping and Audience Spectrum profiling.
Everything in the report is derived from the postcode data you supplied.
Aims of the Research
This research aims to:
• Measure Quarantine’s engagement with audiences across the five target local authority
districts receiving the work in Year One
• Measure Quarantine’s engagement with audiences not currently engaged in
contemporary performance or the arts more generally.
Methodology
Mapping
There are a number of maps included in this report. These give a visual representation of the
location of your audience, based on the data that you have sent through.
• Pinpoint maps - each attender is plotted as a point on the map. This is mapped at
postcode level - it is worth noting that a postcode, on average, covers approximately 15
households. A pinpoint map is useful for getting an idea of the general distribution of
the audience.
Audience Spectrum
Audience Spectrum is a population profiling tool which describes attendance, participation and
engagement with the arts, museums and heritage, as well as behaviours, attitudes and
preferences towards such organisations. It has been built to meet the needs of small and large
scale, ticketed and non-ticketed organisations from across the cultural sector.
To find out more and to view the pen portraits for each segment visit:
www.audiencefinder.org/spectrum
© The Audience Agency 2014 5
Overall Findings
Geographical spread of visitors
Each of the three pieces (Between us we Know Everything, Table Manners and The Soldiers
Song) successfully engaged with local communities surrounding the venues/performance sites.
In each case the majority of audiences come from the hyper local area. For more information
please see maps on p6 -23.
Audience Spectrum profile
Each piece of work engaged a broad range of people, including groups not traditionally
associated with arts engagement. For more information please see p24 -34.
All Data
The three largest Audience Spectrum segments amongst the overall audience were: Facebook
Families (40%), Trips and Treats (12%) and Up Our Street (12%). Almost two thirds (64%) of
all attenders belong to one of these three groups. These groups are all significantly less likely
to attend the arts than average.
© The Audience Agency 2014 6
Mapping
Local Authority Profiling
The table and map below show the breakdown of audience postcodes by local authority
district. This shows that Quarantine engaged residents in all 10 AGMA districts, with most
engagement in Manchester (346 people), Wigan (83 people) and Trafford (53 people).
Local Authority Count Percentage
Manchester 346 56%
Wigan 83 13%
Trafford 53 9%
Salford 34 6%
Cheshire East 18 3%
Stockport 16 3%
Oldham 8 1%
Tameside 7 1%
Chorley 6 1%
Rossendale 5 1%
Bury 5 1%
St. Helens 4 1%
High Peak 4 1%
Derby 4 1%
Preston 3 0%
Warrington 2 0%
Burnley 2 0%
Lancaster 2 0%
Rochdale 1 0%
© The Audience Agency 2014 7
Blackburn with Darwen 1 0%
South Somerset 1 0%
Fylde 1 0%
Ribble Valley 1 0%
Torridge 1 0%
Bolton 1 0%
Calderdale 1 0%
Rushcliffe 1 0%
Halton 1 0%
Shepway 1 0%
Aberdeen City 1 0%
Kirklees 1 0%
Wolverhampton 1 0%
Shropshire 1 0%
Erewash 1 0%
Total 618 100%
© The Audience Agency 2014 8
Pinpoint map – UK
The following map shows the distribution of attenders throughout the UK. There is a visibly
large cluster in the North West but attenders can also be seen in Scotland, Nottingham and
near the South Coast.
Base: 618 valid UK postcodes
© The Audience Agency 2014 9
Pinpoint map – North West
This map provides a closer look at the attenders in the North West. We can see clusters of
attenders in the areas around the venues.
Base: 618 valid UK postcodes
© The Audience Agency 2014 10
Pinpoint map – Contact
Attenders to Contact Theatre are mainly located around the venue in Manchester.
Base: 43 valid UK postcodes
© The Audience Agency 2014 11
Pinpoint map – Eccles
The majority of attenders to shows in Eccles were from the Greater Manchester Area.
Base: 9 valid UK postcodes
© The Audience Agency 2014 12
Pinpoint map – Derby Departure Festival
The majority of attenders where from Derby, with one visible in Ilkeston.
Base: 6 valid UK postcodes
© The Audience Agency 2014 13
Pinpoint map – Irlam
Attenders where mainly situated around Irlam but a few can be seen further North towards
Manchester City Centre.
Base: 15 valid UK postcodes
© The Audience Agency 2014 14
Pinpoint map – Oldham Bookmark Festival
The event at Oldham Bookmark Festival attracted a very local audience.
Base: 8 valid UK postcodes
© The Audience Agency 2014 15
Pinpoint map – Oldham
The one attender to the Table Manners show in Oldham was lived locally.
Base: 1 valid UK postcode
© The Audience Agency 2014 16
Pinpoint map – Ordsall Hall
Attenders to Ordsall Hall lived in the Greater Manchester area, however one attender lived in
Wolverhampton.
Base: 16 valid UK postcodes
© The Audience Agency 2014 17
Pinpoint maps – Manchester Parks
In the following 2 maps we can see that events in Manchester Parks also attracted very local
audiences.
Manchester - Alex Park
Base: 8 valid UK postcodes
© The Audience Agency 2014 18
Manchester - Manley Park
Base: 10 valid UK postcodes
© The Audience Agency 2014 19
Pinpoint Map - Moss Side Powerhouse
Those attending the event at Moss Side Powerhouse lived locally to the venue.
Base: 5 valid UK postcodes
© The Audience Agency 2014 20
Pinpoint Map – Wigan The Meadows
The map shows that the majority of attenders to The Meadows were local with a few attenders
travelling from slightly further North in Clitheroe and Leyland.
Base: 14 valid UK postcodes
© The Audience Agency 2014 21
Pinpoint Map – Wigan Youth Zone
The following map shows the spread of attenders to Wigan Youth Zone.
Base: 71 valid UK postcodes
© The Audience Agency 2014 22
Pinpoint Map – Wythenshawe Hall
A large cluster of attenders to Wythenshawe Hall can be seen around the venue. This venue
also attracted visitors from as far as Scotland and the South Coast of England.
© The Audience Agency 2014 23
Pinpoint Map – Nurture Café Leeds
Attenders were predominantly from the Leeds area but attenders can also be seen in
Huddersfield, Cottingham and Hull.
© The Audience Agency 2014 24
Pinpoint Map – Compass Live Art Festival Leeds (Between Us We Know Everything)
A cluster of attenders can be seen around Leeds with attenders also visible in Skipton, Preston
and Manchester.
© The Audience Agency 2014 25
Audience Spectrum
How to read the table
The table shows the size of each segment within the visitor profile and compares this to the
size of that segment within the base population. The index figures show whether each segment
is over- or under-represented in the visitor profile compared to the base population. An index
of 100 occurs where the proportion of a group in the sample exactly matches the size of that
group within the base population.
An index over 100 indicates this group is over-represented in the visitor profile compared to
the population of the base area. Indexes of 110 or over are highlighted, with the index being
coloured red.
An index of less than 100 indicates this group is under-represented in the visitor profile
compared to the population. Indexes of 90 or under are highlighted, with the index being
coloured blue.
© The Audience Agency 2014 26
Audience Spectrum Profile – All Data
Audience Spectrum Segment All Data
North West (Adults 15+ estimate 2013) Index
Count % Count %
Metroculturals 2 0% 12,856 0% 148
Commuterland Culturebuffs 35 6% 580,269 10% 57
Experience Seekers 21 3% 312,748 5% 64
Dormitory Dependables 58 10% 942,352 16% 58
Trips & Treats 73 12% 1,079,380 19% 64
Home & Heritage 23 4% 459,817 8% 47
Up Our Street 75 12% 553,821 10% 129
Facebook Families 242 40% 1,142,276 20% 201
Kaleidoscope Creativity 38 6% 367,835 6% 98
Heydays 42 7% 331,418 6% 120
Unclassified 9 - - - -
Total count 609 100% 5,782,772 100% -
Please note: profile totals and base population counts and percentages do not include unclassified records
© The Audience Agency 2014 27
Percentage breakdown of Audience Spectrum segments – All Data
0%
6%
3%
10%
12%
4%
12%
40%
6%7%
0%
10%
5%
16%
19%
8%
10%
20%
6%6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Metroculturals CommuterlandCulturebuffs
ExperienceSeekers
DormitoryDependables
Trips & Treats Home &Heritage
Up Our Street FacebookFamilies
KaleidoscopeCreativity
Heydays
All Data Base: North West
© The Audience Agency 2014 28
Audience Spectrum Profile – Between Us We Know Everything
Audience Spectrum Segment
Between Us We Know Everything
North West (Adults 15+ estimate 2013) Index
Count % Count %
Metroculturals 0 0% 12,856 0% 0
Commuterland Culturebuffs 3 3% 580,269 10% 31
Experience Seekers 8 8% 312,748 5% 156
Dormitory Dependables 10 11% 942,352 16% 65
Trips & Treats 12 13% 1,079,380 19% 68
Home & Heritage 5 5% 459,817 8% 66
Up Our Street 16 17% 553,821 10% 176
Facebook Families 19 20% 1,142,276 20% 101
Kaleidoscope Creativity 17 18% 367,835 6% 281
Heydays 5 5% 331,418 6% 92
Unclassified 0 - - - -
Total count 95 100% 5,782,772 100% -
Please note: profile totals and base population counts and percentages do not include unclassified records
© The Audience Agency 2014 29
Percentage breakdown of Audience Spectrum segments – Between Us We Know Everything
0%
3%
8%
11%
13%
5%
17%
20%
18%
5%
0%
10%
5%
16%
19%
8%
10%
20%
6%6%
0%
5%
10%
15%
20%
25%
Metroculturals CommuterlandCulturebuffs
ExperienceSeekers
DormitoryDependables
Trips & Treats Home &Heritage
Up Our Street FacebookFamilies
KaleidoscopeCreativity
Heydays
Between Us We KnowEverything
Base: North West
© The Audience Agency 2014 30
Audience Spectrum Profile – Table Manners
Audience Spectrum Segment Table Manners
North West (Adults 15+ estimate 2013) Index
Count % Count %
Metroculturals 0 0% 12,856 0% 0
Commuterland Culturebuffs 1 5% 580,269 10% 50
Experience Seekers 5 25% 312,748 5% 462
Dormitory Dependables 7 35% 942,352 16% 215
Trips & Treats 2 10% 1,079,380 19% 54
Home & Heritage 0 0% 459,817 8% 0
Up Our Street 1 5% 553,821 10% 52
Facebook Families 2 10% 1,142,276 20% 51
Kaleidoscope Creativity 0 0% 367,835 6% 0
Heydays 2 10% 331,418 6% 174
Unclassified 0 - - - -
Total count 20 100% 5,782,772 100% -
Please note: profile totals and base population counts and percentages do not include unclassified records
© The Audience Agency 2014 31
Percentage breakdown of Audience Spectrum segments – Table Manners
0%
5%
25%
35%
10%
0%
5%
10%
0%
10%
0%
10%
5%
16%
19%
8%
10%
20%
6%6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Metroculturals CommuterlandCulturebuffs
ExperienceSeekers
DormitoryDependables
Trips & Treats Home &Heritage
Up Our Street FacebookFamilies
KaleidoscopeCreativity
Heydays
Table Manners
Base: North West
© The Audience Agency 2014 32
Audience Spectrum Profile – The Soldiers Song
Audience Spectrum Segment The Soldiers Song
North West (Adults 15+ estimate 2013) Index
Count % Count %
Metroculturals 2 0% 12,856 0% 182
Commuterland Culturebuffs 31 6% 580,269 10% 63
Experience Seekers 8 2% 312,748 5% 30
Dormitory Dependables 41 8% 942,352 16% 51
Trips & Treats 59 12% 1,079,380 19% 64
Home & Heritage 18 4% 459,817 8% 46
Up Our Street 58 12% 553,821 10% 123
Facebook Families 221 45% 1,142,276 20% 226
Kaleidoscope Creativity 21 4% 367,835 6% 67
Heydays 35 7% 331,418 6% 124
Unclassified 9 - 0 - -
Total count 494 100% 5,782,772 100% -
Please note: profile totals and base population counts and percentages do not include unclassified records
© The Audience Agency 2014 33
Percentage breakdown of Audience Spectrum segments – The Soldiers Song
0%
6%
2%
8%
12%
4%
12%
45%
4%
7%
0%
10%
5%
16%
19%
8%10%
20%
6% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Metroculturals CommuterlandCulturebuffs
ExperienceSeekers
DormitoryDependables
Trips & Treats Home &Heritage
Up Our Street FacebookFamilies
KaleidoscopeCreativity
Heydays
The Soldiers Song
Base: North West
© The Audience Agency 2014 34
Comparison of Audience Spectrum segments
0% 3%
8%11%
13%
5%
17%
20%
18%
5%0%
5%
25%
35%
10%
0%5%
10%
0%
10%
0%
6%2%
8%
12%
4%
12%
45%
4%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Metroculturals CommuterlandCulturebuffs
ExperienceSeekers
DormitoryDependables
Trips & Treats Home &Heritage
Up Our Street FacebookFamilies
KaleidoscopeCreativity
Heydays
Between Us We KnowEverything
Table Manners
The Soldiers Song
© The Audience Agency 2014 35
About the Segments
Metroculturals (Higher engagement)
Prosperous, liberal urbanites, Metroculturals choose a city lifestyle for the broad cultural
opportunity it affords. They are therefore interested in a very wide spectrum of activity, but
many tend towards their own preferred artform or style. Although active museum attenders,
more engage with the arts and many on a weekly basis. Working in demanding but rewarding
professions, they are highly educated and have a wide variety of other interests from food and
travel to current affairs and architecture.
Commuterland Culturebuffs (Higher engagement)
Affluent and settled with many working in higher managerial and professional occupations.
Commuterland Culturebuffs are keen consumers of culture, with broad tastes but a leaning
towards heritage and more classical offerings. Mature families or retirees, living largely in leafy
provincial suburban or greenbelt comfort, they are willing to travel and pay for premium
experiences, their habits perhaps influenced by commuting. Motivations are multiple, ranging
from social and self-improvement, to the pursuit of learning opportunities for older children.
They tend to be frequent attenders and potential donors.
Experience Seekers (Higher engagement)
An important and significant part of urban arts audiences, these highly active, diverse, social
and ambitious singles and couples are younger people engaging with the arts on a regular
basis. Students, recent graduates and in the early to mid-stages of their careers, they live
close to city centres, have easy access to and attend a wide variety of arts, museums galleries
and heritage. Interests cover mainstream, contemporary and culturally diverse offers and
attending is at the heart of their social lives. They are mostly in search of new things to do
and have disposable income to spend on a variety of leisure activities like sports/arts
memberships and frequent visits to cafes, bars and restaurants. Digitally savvy, they will share
experiences through social media on their smart phones.
Dormitory Dependables (Medium engagement)
A significant proportion of audiences are made up of this dependably regular if not frequently
engaging group. Most live in suburban or small towns and show a preference for heritage
activities, alongside popular and more traditional, mainstream arts. Many are thriving well off
mature couples or busy older families; lifestage coupled with more limited access to an
© The Audience Agency 2014 36
extensive cultural offer mean that culture is more an occasional treat or family outing than an
integral part of their lifestyle.
Trips and Treats (Medium engagement)
While this group may not view arts and culture as a passion, they are reasonably active despite
being particularly busy with a wide range of leisure interests. Comfortably off and living in the
heart of suburbia their children range in ages, and include young people still living at home.
With a strong preference for mainstream arts and popular culture like musicals and familiar
drama, mixed in with days out to museums and heritage sites, this group are led by their
children’s interests and strongly influenced by friends and family.
Home and Heritage (Medium engagement)
Conservative in their tastes, this more mature group appreciates all things traditional: a large
proportion are National Trust members, while classical music and amateur dramatics are
comparatively popular. While this is not a highly engaged group – partly because they are
largely to be found in rural areas and small towns – they do engage with the cultural activity
available to them in their locality. They look for activities to match their needs and interests,
such as accessible day-time activities or content exploring historical events.
Up Our Street (Lower engagement)
Living reasonably comfortable and stable lives, Up Our Street engage with popular arts and
entertainment and museums, and are also visitors of heritage sites. Many are older and have
some health issues, living on average or below average household incomes, so access in all its
forms can be an issue. Modest in their habits and in their means, value for money and low-risk
are important factors in leisure decision making.
Facebook Families (Lower engagement)
Arts and culture play a very small role in the lives of this younger, cash-strapped group living in
suburban and semi-urban areas of high unemployment. They are the least likely to think
themselves as arty, while less than a third believe that the arts is important. Nevertheless,
they do go out as families: cinema, live music, eating out and pantomime.
Kaleidoscope Creativity (Lower engagement)
Characterised by low levels of cultural engagement despite living in and around city areas
where plenty of opportunities are within easy reach. A great mix of people comprise this
segment with a wide range of ages, living circumstances, resources and cultural backgrounds
all living cheek-by-jowl. Low incomes and unemployment can present barriers to accessing
© The Audience Agency 2014 37
some cultural provision. Nevertheless, two thirds do engage with more popular and accessible
culture annually, some of this in the local community and outside the mainstream. Free, local
events like outdoor arts, festivals and carnivals may appeal, and so might popular offerings like
musicals and music events.
Heydays (Lower engagement)
Heydays are the group least likely to attend arts or cultural events, believing that the arts are
no longer as important or relevant to them as perhaps they once were. Many live in sheltered
or specially adapted accommodation for older people, and are excluded from many activities
due to a raft of health, access and resource barriers. If they do engage this is likely to be
participatory such as craft and knitting, painting, reading and writing activities organised by
their sheltered housing, church group or community library.
© The Audience Agency 2014 38
Contact
London Office
Unit 7G1
The Leathermarket
Weston Street
London SE1 3ER
Manchester Office
Green Fish Resource Centre
46–50 Oldham Street
Northern Quarter
Manchester M4 1LE
T 0300 666 0162
hello@theaudienceagency.org
www.theaudienceagency.org
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