Audience analysis toolkit

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Overview

Researching your audiences is essential to delivering services which attract and engage users and provide the maximum public value. The Audience Analysis Toolkit for public sector bodies, commission by the Strategic Content Alliance from Curtis + Cartwright Consulting provides a range of resources offering useful and practical information about researching digital audiences using key activities in the lifecycle of audience research.

The Toolkit materials are licenced under the Creative Commons Attribution-No Derivative Works 2.0 UK: England & Wales Licence. They are divided into an in-depth guide, complemented by a concise version and a step-by-step visualisation chart, case studies taken from across the public sector, presentations from workshops and a series of briefing papers aimed at different domains in the public sector.

The Strategic Content Alliance Audience Analysis Toolkit

Guides

Audience research guide

These offer an in-depth study of how to define your target audience, planning audience research, the various methods which are available for collecting research data, then analysing that data to obtain a useful model of your likely audience and continuing to use audience research to make sure your service responds to their needs effectively.

The Guide to Researching Audiences
A Concise Guide to Researching Audiences
Audience research: a visualisation chart

Case studies

The case studies offer in-depth studies of the audience analysis activities undertaken by ten public sector institutions to inform the service they provide. The case studies cover a diverse range of initiatives including the development of the BBC i-player, the Europeana project, the digitisation of the John Johnson collection and the JISC national e-books observatory project. These are accompanied by a fictional illustrative study demonstrating the use of the Toolkit materials.

The Guide to Researching Audiences: Case Studies
The Guide to Researching Audiences: Illustrative Case Study

Audience research presentation

Presentations

These presentations are taken from a workshop held in July 2009 presenting the audience analysis work done for the Alliance by Curtis and Cartwright. They introduce the Toolkit, setting out the reasons for undertaking audience research as a regular part of successful digital curation and provide an overview of the briefing papers (see below) together with further background information.

Audience research for practitioners
Audience research: why you should be doing it

Briefing papers

The briefing papers provide valuable summaries on audience research for different domains in the public sector, recognising that different audiences have different needs and expectations and summarising the key sources of support for each area.

The briefing papers aimed at education and research practitioners, cultural sector practitioners, and health library and knowledge practitioners provide an overview of audience research in those sectors, suggest avenues for further support and reading, and acknowledge that there may be limited resources available for this kind of work.

Digital media briefing

The briefing paper for programme, service and research managers also looks at how to communicate audience research requirements to staff, while the briefing paper for senior managers tackles investment decisions and is aimed who are responsible for developing and implementing policies and strategies for the delivery of portfolios of services, programmes and research.

Finally, a briefing paper on digital media helps those in the public sector research how their audiences interact with them, whether through blogs, podcasts, vodcasts or wikis.

Audience research for cultural sector practitioners
Audience research for people experimenting with digital media
Briefing paper: Audience research for education and research practitioners
Audience research for library and knowledge practitioners
Audience research for programme, service and research practitioners
Briefing paper: Audience research for senior managers

Harvested links to other resources

Plastics: A network to engage varied audiences with the key role played by plastics in modern society, to increase interconnectivity and brokerage between plastics collections and to share expertise in the hist [?]
Engaging Audiences Conference (26/2/2010) - Nathalie Lone Summary: Summary of Nathalie Lone`s paper, What lies beneath: the use of story and memory in audio and multi-media interpretation, presented at the Engaging Audiences Conference (26/2/2010) [?]
Engaging Audiences Conference Programme (26/2/2010): Engaging Audiences: Developing Learning Programmes and Interpretation Exploring the Theme of `Home` in Museums, Historic Houses and Heritage Settings - Conference Programme (Friday 26 February, London [?]
Engaging Audiences Conference (26/2/2010) - Patrick Phillips Summary: Summary of Patrick Phillips` paper, Historic Houses, Museums and Attractions - responding to a changing market, presented at the Histories of Home SSN`s Engaging Audiences Conference (26/2/2010) [?]
Engaging Audiences Conference (26/2/2010) - Emma Dunn Summary: Summary of Emma Dunn`s paper, Homing In: Learning and Teaching at the Geffrye, presented at the Histories of Home SSN`s Engaging Audiences Conference (26/2/2010) [?]
Engaging Audiences Conference (26/2/2010) - Joyce Wallace Summary: Summary of Joyce Wallace`s paper, Home ? a space in any time (Whose Story? outreach project), presented at the Histories of Home SSN`s Engaging Audiences Conference (26/2/2010) [?]
Engaging Audiences Conference (26/2/2010) - Ruth Clarke Summary: Summary of Ruth Clarke`s paper, National Trust in London - a journey to diversify audiences, presented at the Histories of Home SSN`s Engaging Audiences Conference (26/2/2010) [?]
Engaging Audiences Conference (26/2/2010) - Lois Stoehr Summary: Summary of Lois Stoehr`s paper, Home is Where the Stuff is, presented at the Histories of Home SSN`s Engaging Audiences Conference (26/2/2010) [?]
Culture Grid opens up UK collections online: Over one million objects from collections from museums, galleries, libraries and archives from across the UK are now accessible together online for the first time, thanks to the Culture Grid, a new [?]
Read all about it!: Find out more about the Collections Trust and how they can help you manage you collections by ordering your free copy of OpenCulture, the Collections Trust newspaper. The newspaper showcase [?]
Collect: The Collections Management Exhibition: Collect: The Collections Management Exhibition Date: 28 June 2010 Opening times: 10.00am - 4.00pm Venue: Kingsw [?]
Collections Trust strengthens support for networks: The Collections Trust has strengthened its provision of support for professional groups and networks with the appointment of Susanna Hillhouse as Networks Officer.</s [?]

[[role::newcomer]] [[role::strategy manager]] [[role::policy maker]] [[role::project manager]] 
[[goal::developing]] [[goal::audience]] [[goal::evaluating]] 
[[level::basic]] [[level::medium]] [[level::deep]]

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