Local Audiences | West Central Scotland

Our Place-Based Insight Sessions focus on data about the local population and audiences of particular areas, from a range of sources (inc. Audience Answers (was Audience Finder), Audience Spectrum segmentation, Population Profile Reports and more). We'll share what we have learned from looking at this data, hear how it fits with your own insights about local audiences, and discuss what it all might mean for your audience and community engagement.

Over half of the West Central Scotland population are from just 3 Audience Spectrum segments - Kaleidoscope Creativity (22%), Up Our Street (15%), and Experience Seekers (15%). All 3 of these segments are overrepresented in this region, compared with both Scotland as a whole, and the rest of the UK.

Looking more closely, we see that a considerable 1/5 actually come from one specific subsegment of Kaleidoscope Creativity | K2 "Hard-pressed singles in city tower blocks".

Despite Kaleidoscope Creativity being so prevalent in West Central Scotland's population, they are the least represented in terms of ticket bookers to cultural events, whereas Commuterland Culturebuffs, Experience Seekers, and Dormitory Dependables attend the most in proportion to their numbers.