Audience Research

In order to support Barbican in the achievement of its audience development goals, a comprehensive piece of audience research and the development of a central audience model is essential to inform a more strategic approach to audiences across all areas of the organisation.

Various approaches to behavioural and attitudinal segmentation have been used over time, but to date, Barbican is lacking an appropriate singular model by which it can define and understanding its audiences in order to embed a shared approach across the organisation.

We are now seeking to commission a major piece of research and strategic consultancy to develop a single audience model that expresses the make-up of our existing and potential audiences in a robust, accessible and actionable way. It is the intention that this work can and should produce a model that will play a significant role in shaping wider strategic direction. With the model defined, Barbican is also seeking to establish a rolling research strategy which speaks to this model for ongoing and up-to-date audience development.