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We can’t build audiences if we don’t know anything about them. ADUK enables understanding of the impact and appeal of the arts - helping us through the maze of audience data, translating it into knowledge we can use.

Julie Tait, Culture Sparks

Benchmarking

Step 2

Decide who to benchmark with

Think about what kind of organisations you will need to work with to meet your objectives. You might want to look at:

  • Similar scale of operation
  • Similar artform
  • Building-based or touring
  • Similar geographical catchment
  • Similar audience profile

It doesn’t matter how many organisations you work with – 3 or 4 will give you a good starting point. Most of the ADUK pilot projects have between 6 and 12 members. Bear in mind that a large group may mean a large amount of data to manage. If in doubt, start small – you can always invite others to join you later.