How it works?

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The Theatre Benchmarking Reports have proved invaluable to defining the work of our audience development. The reports build up a detailed snapshot of audience behaviour and help us compare ourselves to other venues in the area to see were we might improve our practice in order to connect with more people. Used in conjunction with other resources from Audiences Yorkshire and internal research, we can build a really clear picture on how to move forward and utilise the findings every step of the way.

Member - Audiences Yorkshire

Jargon Buster

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Geoanalysis, geodemography and geodemographic profile

What does this mean?

An approach to classifying types of customers based on the sorts of residential areas they have been drawn from.

Typically geodemography classifies an overall population or group of people into a number of types using a combination of various personal attributes such as the average household income, occupation, age of head of household, number of cars owned, life-stage and number of dependent children.

This process is based on a piece of logic that is akin to the notion that ‘birds of a feather flock together’, in that it assumes that – more often than not – people in a particular residential area will share a number of common attributes (such as the ones listed above) with their neighbours.

Thus this is a case of ‘you are like where you live’. And here it should be remembered that such profiles tell us about the typical flavour of a neighbourhood rather than about the actual individuals who live there.

A number of geodemographic profiles are commercially available, and need to be selected on their relative merits. However, the two most often used in relation to the arts are CACI’s ACORN (A Classification of Residential Neighbourhoods) and Experian’s MOSAIC (MOSAIC is a product name and not an acronym).