How do I find out the Audience Spectrum profile of my audience?

Understanding the Audience Spectrum profile of your audience helps you: 
 

• Stop guessing how to communicate
  Each segment has distinct motivations, values, and triggers - and for your marketing messages to land, you need to speak to these.  
   
• Choose the right channels and stop wasting budget
  Audience Spectrum profiling suggests where segments are reachable - so instead of spreading budget thinly across every platform, you spend in the right places for your target audience
   
• Increase secondary spend, donations and loyalty
  Each segment supports differently - that means your post-visit emails and donation asks can be tailored instead of generic.
   
• Understand who you're not currently reaching
  Comparing the profile of your bookers to the general population in your area helps you work out which segments you're not currently engaging, and where the opportunities might lie.

Log in to your Audience Answers dashboard, and navigate to 'Overview Dashboard' on the homepage. Then click 'Explore your dashboard >'

About halfway down the page, you should find a chart showing the breakdown of your bookers by Audience Spectrum segment:

If your organisation doesn't have a dashboard - contact us to get set up. It's free in most cases.

A profile of respondents is included in your dashboard (Essentials survey package only).

Log in to your Audience Answers dashboard, and navigate to 'Survey Report' on the homepage. Then click 'View your report' 

Towards the bottom, you'll find a link to 'See your Audience Spectrum profile for this survey'.

An Audience Spectrum profile can be generated from any list of full postcodes. Perhaps you collect postcodes as part of visitor feedback? If so, send them to us, and we can create a report >

If you don't sell your own tickets, we can help you access box office data from the venues you visit, including the Audience Spectrum profile. Find out more >