Audience Insight Wales is a free insight programme available to all arts and culture organisations based in Wales. 

The programme is funded by Arts Council Wales and has been delivered by The Audience Agency since March 2019. 

How will my organisation benefit from taking part in the Audience Insight Wales programme?

The free package of support included under the programme specifically focusses on helping organisations access data about their own audiences, and cultural audiences more generally, to support programming, marketing, resource planning and advocacy through an evidence-based approach.  

By taking part, your organisation will have access to free online audience insight tools and reporting, support and training from The Audience Agency team, free standardised survey setup for your organisation, a series of online community forum sessions to connect and learn alongside your peers and free access to Wales’ National Insight Conference.


How is the Audience Insight Wales programme delivered?

The programme is primarily delivered via The Audience Agency’s online tools Audience Finder, Audience Finder 2.0 BETA (the next generation of audience insight in Wales) and Show Stats, with additional support, training sessions and events delivered by The Audience Agency team. 

Audience Finder is a data and development programme for cultural organisations to access, compare and apply audience insight. It combines data from all UK households with information about audience behaviour and profile to highlight opportunities for growth and change. It is an essential part of any audience development toolkit and provides useful benchmarks and reports.

Show Stats is an audience insight tool powered by Audience Finder allowing touring companies and organisations to see their audiences across a full tour and performance by performance. By using Show Stats touring organisations can create a clear picture of their audiences to create integrated marketing plans or build cases for funding and partnership work.


Will taking part cost me time and money?

The Audience Insight Wales programme is completely free for data-contributing organisations to take part in and once requested, the setup process will be handled by The Audience Agency team. You will be requested to complete some production categorisation if you are contributing ticketing data. Once you are setup there are no requirements on your time or for the use of the tools and services that are part of the programme – rather, they are there for you to make use of as and when you want. 

(As with anything though, the more time you put into exploring your organisation’s insights, the more you are likely to get out of it.)


Is my organisation still part of the Audience Insight Wales programme if we joined before March 2019?

If your organisation worked with previous iterations of the programme, prior to March 2019, you will have benefitted from useful annual reports offering an overview of insights about your audiences. 

Since The Audience Agency began delivering the programme in March 2019, newly signed up organisations have been able to use our free online tools Audience Finder, Audience Finder 2.0 BETA and Show Stats not only to generate an overview report like those you received in the past, but also to explore a host of tailored insights via interactive mapping, filter tools and benchmarks. In addition, you can look at your data through the lens of our powerful segmentation system Audience Spectrum

If you are not already signed up to Audience Finder you must do so to access the programme. 


How can I sign up to the Audience Insight Wales programme?

To find out more about Audience Insight Wales and how you can sign up, visit or request your free one-to-one Onboarding Session with a member of The Audience Agency team.