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Having the GGA Audience Development Intern with us this year was invaluable. Susie’s focus on family audiences pushed this area of our work up the agenda at the right time when we had new opportunities in our programming to exploit and made it an active part of our strategic and tactical planning for the year. It allowed us to achieve results in an important area of our development as a company and I firmly believe these would not have been achieved otherwise.

Alison Martin, Marketing & Communications Manager, Citizens' Theatre Glasgow

Benchmarking

Step 8

Agree project management

You'll have to think about quite a few things and it's worth discussing and agreeing these with your group before you start. Here are some questions and possible solutions:

Questions Comments
What time-frame to use for the data. Are you looking at financial years and, if so, do you all have the same ones?
How often you're going to collect the data. Monthly, annually etc. All of the ADUK pilot studies have agreed to collect annually.
Who is going to collect it. Does each group member take this in turns, do you want to engage a consultant or your local audience development agency to do this too.
What format this will take. All of the ADUK pilots are collecting data on spreadsheets.
How much detail you’re going to share with the group. Are you all permitted to see each organisation's data or does each organisation just see an average figure compared to their own figure.
Who you will ask to interpret the data? You can do this individually, or as a group or  ask one individual to prepare a report for comment by all.
How you're going to share it with the group? Are you all going to meet up to discuss, or manage this by email?
How much of the data can be shared with those outside the group (e.g. funders, other arts organisations)? One solution to issues here is to agree that each organisation is permitted to publish details of their own figures plus an average of all of the numbers (the ‘Benchmark’).