Research – the people you want to reach and how to reach them

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This workshop will cover the role of data and how to organise data, including use of databases. It will include segmenting donors and the systems that can be used to do this. There will also be a look at the practical uses of research data including using audience data to support your donor data. This session was run as part of the project last year and is being offered again to enable those who were not part of the project at the time or were not able to attend, an opportunity to learn more about this topic.

Detailed description: Indicative content in the workshop will cover: Fundamentals of research; The purpose for using data - how and why organisations use data; Database management principles; Practical uses of research; Segmentation - theory and available tools; Internal strategies – using insights from research. There will be an opportunity to practice making a ‘pitch’ to a segment of donors in a ‘dragon’s den’ style session.

About the Presenter:

Leo is an experienced research professional having worked with leading organisations in the cultural and commercial sectors nationally. Leo’s chief focus at The Audience Agency is the design and development of the data collection, management, analysis and reporting infrastructure to support the Audience and Visitor Finder programmes. This includes the design and build of Audience Spectrum, the cultural sector’s new population segmentation and profiling system.