FAQ: The Audience Answers Core Survey for Scotland

What is the Audience Answers core survey for Scotland, and how can I start using it?

Audience Answers’ national standardised survey has become an industry-standard, giving all arts organisations a framework for collecting audience demographics and information about motivations, attendance, and physical attendance experiences to your organisation and/or production. And because everyone is asking the same questions with the same answer codes, it allows the benchmarking of your audience data against other cultural organisations in your region and against the national and regional census data in Scotland.

In addition to the free Audience Answers core survey for Scotland, you can choose to add up to 5 questions from our list of Premium Questions for free and undertake your survey in a range of methodologies.

Guidance on considerations for survey collection during this period is recommended before requesting your first Audience Finder survey in Scotland.

Is the core Audience Answers survey for Scotland different to the core survey for England?

Yes, they are differences in two questions within core survey for Scotland compared to the England equivalent.

The differences occur within the About Us demographics section at the end of the survey within the Gender Identity and Ethnicity questions. The questions have been designed to align with the way Census data is collected in Scotland. This enables us to compare your visitor profile to the general population.

The Gender Identity question within the Scottish core survey is mandatory and outlined as of the below wording, in line with the census for Scotland.

Unlike the core survey for England and Wales, the core Audience Answers survey for Scotland provides two options for surveying on ethnicity as detailed below with a full and shortened breakdown of each ethnic group and background.

All other questions, and options available within the premium question set, are the same as the core Audience Answers survey for England. Explore wider considerations for setting your survey and for more on the survey offer available, before requesting set up of your first survey.

Can I survey my audiences on their use of the Gaelic language through Audience Answers?

Yes, premium question PR6 allows organisations to include a question on the use of the Gaelic language within their audiences.

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This question can be added to all Audience Answers surveys free of charge within the five premium question limit per survey.