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Seminar Programme 2008
Seminar Programme 2008 Welcome to our guide to the 2008 seminar programme. Audiences London’s seminars draw on our experience of working with a wide range of arts and heritage organisations. The sessions offer practical solutions combined with plenty of opportunity to learn from your colleagues and case-studies. Our Making Sense series returns, helping you put valuable audience information to work. Get In! seminars introduce tools and techniques for engaging with your local communities, including developing long-term relationships, evaluation and working with housing associations. The local networking events move to the south-west corner of
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All possible topics were covered leaving no questions unanswered
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London and the Thames Gateway, hooking you up with the local voluntary and community sector. And finally, we offer our annual introduction to audience development. Symposia 2008 Audiences London also presents a programme of symposia each year, when we disseminate the findings from our projects, showcase the work of Audiences London and the organisations we work with and explore key themes for our sector. This year’s events focus on Olympic opportunities, the work of our Respond in Practice programme and finally a day of case-studies and insights based on research and other projects. Check the Audiences London website for further details of these events. www.audienceslondon.org 020 7407 4625 info@audienceslondon.org
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hammered home the importance of keeping and developing your existing audience
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Booking To reserve places please contact us www.audienceslondon.org 020 7407 4625 bookings@audienceslondon.org Seminars are open to anyone working with organisations that are based or working in London and we offer discounts for Audiences London Subscribers. If you’re interested in a number of events, subscribing to Audiences London could save money and you could also take advantage of our Subscriber benefits as well. If you are interested in subscribing please call us. Early Bird Discount: 20% off for Audiences London Subscribers if your organisation books for three or more events by 30 May 2008. Please call us if you’re not sure whether the seminar is for you. All full day seminar fees include lunch.
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Booking
3 Inside Track: introduction to audience development
5 Making Sense: collecting and using audience information Community Engagement: Get In!
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11 Local Networking
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Contents Working with Audiences London
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Calendar
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Inside Track Introduction to Audience Development Wednesday 29 Oct 2008 · 2–5pm Arts Admin · Toynbee Studios · 28 Commercial Street · London E1 6AB What does ‘audience development’ mean? And why is it useful? Through discussion and examples, this session explores how to create a plan that works for your organisation and make sure it’s a success. By the end of the session you will be able to: s Explain what audience development is and get past the jargon. s Identify the elements of a plan. s Assess your own organisation’s particular needs and challenges. Facilitator: Anne Torreggiani · Chief Executive · Audiences London Price: Subscribers £55 · Non-subscribers £75
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particularly addressed our specific audience concerns
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Making Sense Seminars An informative and practical introduction to understanding your audiences using data analysis and research. Full of opportunities to learn from the experiences of your colleagues and case-studies drawn from across the arts and heritage sector. The first four seminars are suitable for all levels of knowledge and experience, however if you are new to using audience research, we strongly recommend that you attend the first of the series before moving on to the more detailed ones.
Introduction: Using Research to Understand Audiences Tuesday 20 May 2008 · 10am-4pm Rich Mix · 35–47 Bethnal Green Road · London E1 6LA How can you ensure that you are getting the best possible results and value from your research? Whether you are doing research in-house or commissioning it, this seminar discusses guiding principles to make audience research relevant and effective for your organisation. By the end of the session you will be able to: s Define research objectives appropriate to your organisation’s objectives. s Formulate a plan to gain organisational buy-in for research projects. s Explain the different research methodologies – quantitative and qualitative, and when to use them. s Assess when to do research in-house and when to commission an outside supplier. s Write a research brief. Facilitator: Bryony Duncan · Research Manager · Audiences London Price: Subscribers £85 · Non-subscribers £115 6
Desk Research: Using Existing Sources of Audience Data and Information Thursday 19 June 2008 · 10am–4pm Happy Computers · Cityside House · 40 Adler Street · London E1 1EE First stop for any research project is to use the rich sources of information that already exist, both your own and a wide range of free resources. These will help you to formulate and even answer your research questions, and may also save you time and money when you commission original research. These sources also help you identify your potential audiences and the make-up of your catchment area. By the end of the session you will be able to: s Select relevant information from existing sources of audience information. s Use the Office for National Statistics website to develop a profile of your catchment area based on variables, such as education levels, household composition, ethnicity and indices of deprivation. s Analyse TGI Area Profile Reports. s Explain Mosaic geo-demographic profiling. s Explain audience information in the context of benchmarks, such as Snapshot London and AL’s Visual Arts benchmark or other organisations’ information. s Layer up the available information to identify areas for penetration or of potential. Facilitator: Bryony Duncan · Research Manager · Audiences London Price: Subscribers £85 · Non-subscribers £115 7
Qualitative Methods for a Deeper Understanding of your Audiences
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Open and honest discussion
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Thursday 18 Sep 2008 · 10am-4pm Rich Mix · 35-47 Bethnal Green Road · London E1 6LA When is a qualitative approach most useful and effective and what are the benefits and limitations of different qualitative methods ? Whether you’re doing audience research, evaluation or consultation, qualitative methods offer rich information which can add insights to existing data, and inform future research and planning. By the end of the session you will be able to: s Understand the basis of a qualitative approach and how that differs from a quantitative one s Demonstrate the essential elements of qualitative methodologies. s Assess which qualitative methodology would be appropriate for your research. s Explain relevant sample frames and sizes. s Identify resources required to undertake or commission qualitative research. s Write recruitment criteria and topic guides. s Identify effective facilitation skills. s Explain key ethical and data protection issues. Facilitator: Bryony Duncan · Research Manager · Audiences London Price: Subscribers £85 · Non-subscribers £115 8
Quantitative Methods for Researching Audiences Thursday 23 Oct 2008 · 10am-4pm Oxford House · Derbyshire Street · Bethnal Green · London E2 6HG From audience monitoring to one-off surveys, from paper questionnaires to e-surveys – this session will help you obtain useful quantitative information about your audiences. By the end of the session you will be able to: s Demonstrate the elements of quantitative methodologies and identify the resources required. s Identify the quantitative methodology appropriate to your objectives. s Reproduce well designed questionnaires, avoiding the pitfalls, including the use of appropriate questions for asking about diversity and other sensitive issues. s Recognise good data collection practice, including defining a sample frame. s Explain the importance of sampling errors, margins of error and levels of confidence in the context of data analysis. s Explain key ethical and data protection issues Facilitator: Bryony Duncan · Research Manager · Audiences London Price: Subscribers £85 · Non-subscribers £115
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nice personal edge to the discussions
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Market Intelligence for Marketing Strategies
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the whole session was useful and followed a coherent/ logical structure
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Thursday 20 Nov 2008 · 10am-4pm Young Vic · 66 The Cut · Waterloo · London SE1 8LZ This session focuses on how to use audience information to support planning and decision-making on an ongoing basis. Whether you are setting objectives or identifying opportunities for audience penetration or potential, this session offers you some tools and techniques to take the information you have and put it to work. By the end of the session you will be able to: s Define research objectives appropriate to your audience development plan. s Identify how you can use existing audience information to answer your questions. s Write a research plan as an integrated part of your marketing planning drawing on a range of research methodologies. s Demonstrate effective use of the information collected over the long term. Facilitator: Penny Mills · Director of Client Services · Audiences London Price: Subscribers £85 · Non-subscribers £115
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Get In! Seminars In these seminars you can explore the approaches outreach specialists use to engage with local communities, hear case-studies and exchange experiences with your colleagues.
Making Relationships Last Wednesday 4 June 2008 · 2-5pm Arts Admin · Toynbee Studios · 28 Commercial Street · London E1 6AB You’ve made contact with members or organisations from your local community… so what next? How can you develop and sustain those relationships in a meaningful and manageable way for both the community and your organisation? This session will help you decide whether you should create a customer circle, an ambassador scheme, develop a particular project or simply keep in touch. By the end of the session you will be able to: s Define objectives for your community relationships. s Explain the range of options for sustaining relationships and the pros and cons of each. s Identify the best way of sustaining a relationship with a particular community. Facilitator: Helen Ball · Community Engagement Coordinator and Sarah Boiling · Strategic Projects Manager · Audiences London Price: Subscribers £55 · Non-subscribers £75 11
Effective Project Evaluation Thursday 17 July 2008 · 2-5pm Rich Mix · 35-47 Bethnal Green Road · London E1 6LA Evaluation is a powerful tool both to support your ongoing work and as evidence for making the case for future projects or funding. This session focuses on how to use evaluation most effectively for the benefit of participants and those delivering projects. To learn in more detail about the different methodologies you can follow up this session with one of our Making Sense Seminars on qualitative or quantitative methods – see pages 8 and 9. By the end of the session you will be able to: s Explain the importance and relevance of evaluation s Define your own project evaluation objectives. s Identify the appropriate methodologies and ways of collecting evidence. s Effectively use and learn from the information collected Facilitator: Helen Ball · Community Engagement Coordinator · Audiences London and Sarah Bedell · Aspirational Arts Partnership Price: Subscribers £55 · Non-subscribers £75
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Developing Projects with Housing Associations
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I would highly recommend the facilitator
Thursday 6 Nov 2008 · 2-5pm Oxford House · Derbyshire Street · Bethnal Green · London E2 6HG
Developing healthy working partnerships with local housing providers can be extremely rewarding. This seminar offers some top tips on developing and maintaining projects, events and activities drawing on a number of successful local and national case-studies. By the end of the training you will be able to: s Identify routes of communication with Housing Associations. s Demonstrate effective negotiation techniques for developing relationships. s Assess the opportunities for creative collaborative partnerships and projects. Facilitator: Helen Ball · Community Engagement Coordinator · Audiences London and Michael Needham · Neighbourhood Watching Price: Subscribers £55 · Non-subscribers £75 13
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There was an enormous amount of very helpful advice and theory to draw upon
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Local Networking Audiences London continues its way around London helping you to find out who is making things happen in your neighbourhood. If you work in the cultural, community or voluntary sector, come and meet people, ask questions, exchange views and find out what you have to offer each other. We’ll make sure that you get the right information from the people you’re interested in. Informal chat is interspersed with speed networking, please arrive promptly. South-West London Boroughs of Kingston, Merton, Richmond and Wandsworth. Wednesday 9 July 2008 · 5.30pm National Opera Studio · The Clore Building 2 Chapel Yard · Wandsworth High Street London SW18 4HZ Thames Gateway Boroughs of Redbridge, Barking & Dagenham, Havering Date: TBC · Venue: TBC Please check on our website for further details of this event.
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Working with Audiences London Audiences London offers a range of services which can be tailored to your needs. Just get in touch and we can advise of how we can best support you. We can then bring a fresh perspective to helping you develop your audiences. For every project we draw on our knowledge-base of audiences and visitors across London and use our expertise developed through client and collaborative projects. Our services are available to all sizes and types of cultural organisation based or working in London. Using our services: Become an Audiences London Subscriber We recommend this if: s You and your colleagues plan to use a number of our services over the year. s Your organisation has the resources to focus on audience development. s You would like to access a range of our research findings, reports and guidelines. s You would like to be involved in or initiate one of our collaborative projects. Subscription offers a range of benefits including discounts on events and services and free access to our on and off-line resources.
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I felt it covered everything I wanted it to
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However, you don’t have to be a subscriber if you don’t want or need the whole Audiences London package. So, please get in touch if: s You’d like to use our services on a one-off basis. s Your organisation does not have resources dedicated to audience development. s You rarely present your work to audiences. s You are a consultant working for an organisation. s Your organisation is a support agency or association. Our Services Audiences London’s services are developed in response to requests from Subscribers and clients, developments in cultural policy, the findings of collaborative research and projects and by working with individual organisations. Services are delivered by the Audiences London team or with associates who work closely with us. Current work covers audience development issues, such as cultural diversity, marketing to Disabled and Deaf audiences, family friendly audiences, infrequent attenders, London-wide attendance information, community engagement, youth matters, cultural tourism, LGBTQ rights, diversity monitoring, social networking and organisational development and we offer support and advice in all these areas. Audience Research Our Research team offers a full range of services to support you in understanding your audiences and the environment in which they live, all tailored to your needs. These services include database cleaning, data analysis and mapping, primary research, desk research, audience monitoring, mystery shopping and desk research sources. You can also add value to your own research using our benchmark for the performing arts, Snapshot London, other population information and Londonwide audience information for the visual arts.
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I found the talks…extremely interesting and inspirational
Audience Development Planning Facilitation and Consultancy Talk to us about support or consultancy which will help you develop your objectives, involve staff across the organisation or write up your plan. We can respond flexibly according to your needs and draw on our knowledge-base of audience information to support you. Project Evaluation Effective and useful evaluation of audience development and participatory projects and initiatives, including consultation with or feedback from stakeholders and community representatives. Training, events and networking An open programme of seminars, symposia and networking events is published annually. If you would like to commission in-house bespoke training or suggest a new network then please get in touch. Collaborative Projects If you have an idea or would like support for an existing collaboration or project talk to us about how we can help. Resources Audiences London holds a range of resources, accessible through our website and from our office free to Subscribers. Non-subscribers can access some of these resources for a fee. We will be happy to respond to your brief so please get in touch email info@audienceslondon.org or call 020 7407 4625
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Calendar 2008 Date
Time
Title
Venue
Full Day
Introduction: Using Research Rich Mix to Understand Audiences
Programme
May Tues 20
Making Sense
June Weds 4
Half Day Making Relationships Last
Thurs 19 Full Day
Arts Admin
Get In
Desk Research: Using Happy Computers Making Sense Existing Sources of Audience Data and Information
July Weds 9
Evening
Local Networking South West National Opera Studio
Thurs 17
Half Day Effective Project Evaluation
Local Networking
Rich Mix
Get In
Qualitative Methods for a Deeper Understanding of your Audiences
Rich Mix
Making Sense
Quantitative Methods for Researching Audiences
Oxford House
Making Sense
Arts Admin
Inside Track
Oxford House
Get In
September Thurs 18 Full Day
October Thurs 23 Full Day
Weds 29 Half Day Introduction to Audience Development November Thurs 6
Half Day Developing Projects with Housing Associations
Tues 18
Evening
Thurs 20 Full Day
Local Networking Thames Gateway Market Intelligence for Marketing Strategies
Local Networking Young Vic
Making Sense 18
For information in an accessible format call 020 7407 4625 or email info@audienceslondon.org
Registered charity number 1099256 Audiences London is a publicly-funded not-for-profit organisation with financial support from Photography: Stephen Cummiskey, Raphael Helle, Gettyimages, Iain Crockart and Simon Jay Price Design: eye-food.co.uk