How can I use Audience Finder to help my organisation operate ‘for the benefit of all’?

In the Arts Council of Wales’ 2018 – 2023 corporate plan, plans were outlined to support the Welsh sector in developing its offer ‘for the benefit of all’.

“The brutal fact remains that too many people are effectively denied the opportunity to enjoy, take part or work in the arts. In a fair, prosperous, healthy society this simply won’t do. If we believe that the life-enhancing experiences of the arts, of imaginative expression, are crucial for a healthy and dynamic society, then they should be available to all.”
– Nick Capaldi, Arts Council of Wales, 2018 – 2023 corporate plan

The Audience Finder Data Tools are an ideal starting point for organisations looking to monitor the reach of their work across the population of Wales and identify gaps in their existing audiences. Accessing this essential data is the first step towards identifying and removing the barriers that prohibit some sections of the population experiencing your work.

We’ve compiled a short guide to help you use the Audience Finder Data Tools and Service to this end.

What is my reach into areas of deprivation in Wales?

If you are contributing ticketing data to Audience Finder, you can login to your Audience Finder Answers dashboard and access a breakdown of your bookers by the Welsh Areas of Multiple Deprivation.

If the percentages of your bookers at each band are similar to your catchment area’s profile, then it shows that your audience is drawn proportionally from all sections of your local community. However, if you’re seeing a disparity in the numbers, depending on your organisation’s goals, it may be time to revisit your strategy for socioeconomic diversity and inclusion.

Am I engaging an audience that represents the diversity of the population in my region/nation?

If you are contributing survey data to Audience Finder, you can login to your Audience Finder dashboard and compare the age, gender, ethnicity and disability of your existing audience to population data for your region, or for Wales as a whole.

In addition, you can look specifically at your audiences by artform, allowing you to identify which areas of your current programme are best representing your population and which are not.

How can I remove invisible barriers in my programme, spaces and marketing approach to reach groups that I’m currently not engaging?

If you are contributing ticketing or survey data to Audience Finder, you can access an Audience Spectrum breakdown of your existing audience within your dashboard.

These findings will be displayed alongside a benchmark of your choosing, providing context for your organisation’s data.

  • National census data (population data for Wales)
  • National Audience Finder data (arts attender data from Wales)

Having identified which Audience Spectrum profiles are underrepresented in your audiences, you can look at each in more detail by selecting the Segment option, under the National Data tab of your dashboard. From this, you should be able to ascertain the characteristics of the groups that are missing from your audiences.

From here, head to the How to Engage section of each Audience Spectrum pen portrait, by clicking More Info under the segment title.

Here you’ll find plenty of useful tips on adapting everything from your programme and corporate partners, to marketing tactics and prices to better engage this group.

And remember, if you’re planning on a direct mail campaign, social media or street advertising, then you can use Audience Finder’s mapping tool to locate postcodes in your area with high numbers of your target segment.


Sut allaf ddefnyddio Audience Finder i helpu fy sefydliad i weithredu ‘er budd pawb’?

Yng Nghynllun Corfforaethol 2018 – 2023 Cyngor Celfyddydau Cymru, amlinellwyd cynlluniau i gefnogi sector Cymru wrth ddatblygu’i gynnig ‘er budd pawb’.

“Erys y ffaith gignoeth fod gormod o bobl yn cael eu heithrio i bob pwrpas rhag y cyfle i fwynhau’r celfyddydau, cymryd rhan ynddynt neu weithio yn y maes.Mewn cymdeithas deg, ffyniannus, iach, fyddai hyn ddim yn gwneud y tro o gwbl.Os ydym ni’n credu fod profiadau dyrchafol y celfyddydau, profiadau mynegiant dychmygus, yn hanfodol i gymdeithas iach a dynamig, yna dylent fod ar gael i bawb.”
– Nick Capaldi[LH1], Cyngor Celfyddydau Cymru, Cynllun Corfforaethol 2018 – 2023

Mae Audience Finder yn fan cychwyn defnyddiol i sefydliadau sy’n ceisio monitro cyrhaeddiad eu gwaith ar draws poblogaeth Cymru a nodi bylchau yn eu cynulleidfaoedd presennol. Cyrchu’r data hanfodol hwn yw’r cam cyntaf tuag at nodi a gwaredu’r rhwystrau sy’n atal rhai rhannau o’r boblogaeth rhag profi eich gwaith.

Rydym wedi creu canllaw byr i’ch helpu i ddefnyddio data, offerynnau a gwasanaeth Audience Finder at y diben hwn.

Beth yw fy nghyrhaeddiad i ardaloedd o amddifadedd yng Nghymru?

Os ydych yn cyfrannu data tocynnau at Audience Finder, gallwch fewngofnodi i’ch dangosfwrdd Audience Finder Answers a chael mynediad at ddadansoddiad o’ch archebwyr yn ôl ardaloedd amddifadedd lluosog yng Nghymru.

[LH1]We have noticed that Phil George’s name is used on the website, however we have kept Nick Capaldi, in line with the original document.

Os yw canrannau eich archebwyr ym mhob band yn debyg i broffil eich dalgylch, mae’n dangos bod eich cynulleidfa’n cael ei denu’n gyfrannol o bob rhan o’ch cymuned leol. Fodd bynnag, os ydych chi’n gweld gwahaniaeth yn y niferoedd, yn dibynnu ar nodau eich sefydliad, efallai ei bod hi’n bryd ailedrych ar eich strategaeth ar gyfer amrywiaeth a chynhwysiant economaidd-gymdeithasol.

A wyf yn ymgysylltu â chynulleidfa sy’n cynrychioli amrywiaeth y boblogaeth yn fy rhanbarth/cenedl?

Os ydych yn cyfrannu data arolwg at Audience Finder, gallwch fewngofnodi i’ch dangosfwrdd Audience Finder a chymharu oedran, rhyw, ethnigrwydd ac anabledd eich cynulleidfa bresennol â data poblogaeth ar gyfer eich rhanbarth, neu ar gyfer Cymru gyfan.

Yn ogystal, gallwch edrych yn benodol ar eich cynulleidfaoedd yn ôl ffurf ar gelf, gan eich galluogi i nodi pa rannau o’ch rhaglen bresennol sy’n cynrychioli’ch poblogaeth orau a pha rhai sy’n peidio.

Sut allaf waredu rhwystrau anweladwy yn fy rhaglen, gofodau a dull marchnata er mwyn cyrraedd grwpiau nad wyf yn ymgysylltu â nhw ar hyn o bryd?

Os ydych yn cyfrannu data tocynnau neu ddata arolwg at Audience Finder, gallwch gael mynediad at ddadansoddiad Audience Spectrum o’ch cynulleidfa bresennol o fewn eich dangosfwrdd.

Arddangosir y canfyddiadau hyn ochr yn ochr â meincnod o’ch dewis, gan ddarparu cyd-destun ar gyfer data’ch sefydliad.

  • Data cyfrifiad cenedlaethol (data poblogaeth Cymru)
  • Data cenedlaethol Audience Finder (data mynychwyr y celfyddydau o Gymru)

Wedi nodi pa broffiliau Audience Spectrum sy’n cael eu tangynrychioli yn eich cynulleidfaoedd, gallwch edrych ar bob un yn fanylach trwy ddewis yr opsiwn ‘Segment’ o dan tab ‘National Data’ eich dangosfwrdd. O hyn, dylech allu canfod nodweddion y grwpiau sydd ar goll o’ch cynulleidfaoedd.

O’r fan hon, ewch i’r adran ‘How to Engage’ ym mhob portread pen Audience Spectrum, trwy glicio ar ‘More Info’ o dan deitl y segment.

Fan hyn, byddwch yn dod o hyd i ddigon o awgrymiadau defnyddiol ar addasu popeth o’ch rhaglen a phartneriaid corfforaethol, i dactegau marchnata a phrisiau, i ymgysylltu â’r grŵp hwn yn well.

A chofiwch, os ydych yn cynllunio ymgyrch bostio uniongyrchol, defnyddio’r cyfryngau cymdeithasol neu hysbysebu ar y strydoedd, gallwch ddefnyddio offeryn mapio Audience Finder er mwyn dod o hyd i godau post yn eich ardal sydd â niferoedd uchel o’ch segment targed.