Audience Research & Analysis

Data analysis to inspire your audience engagement strategies.

Deepen your knowledge of your audience for enhanced strategy


Our consultants at JCA Arts Marketing specialize in detailed, nuanced data analysis that allows you to answer complicated questions you have about your audience. Common questions include: 

  • Where are there opportunities to increase revenue and attendance that we might be missing? 
  • How has our audience's behavior changed over time?
  • What is our audience's demographic profile, and how has it changed over time?  
  • How do we segment our audience, for better targeting?
  • How do we motivate various audience segments to act? 

Answers to these questions will lead to more efficient marketing and development campaigns. Our consulting offerings for audience research and analysis include....

Customer Behavior Analysis

The best way to understand and motivate your patrons is through a deep understanding of their buying behavior. JCA Arts Marketing digs deeper than you thought possible, by analyzing multiple years of customer transactional data. You'll have a clearer picture of your ticket buyers and donors across a number of dimensions, including:

  • Attendance frequency and recency
  • Average price paid
  • Time between purchase and attendance
  • Retention & churn
  • Programmatic crossover 
  • Number of donations
  • Average donation
  • Number of years of activity

Our clients use Customer Behavior Analysis to understand existing patron behavior and to predict how patrons might behave in the near future. The result? More insightful and effective marketing campaigns. 

Demographic Analysis

Through appending your data with demographic elements, we analyze the composition of your audience to give you a clearer picture of your audience profile. Elements analyzed include, but are not limited to: 

  • Age
  • Ethnicity
  • Education
  • Gender
  • Geography
  • Education
  • Income

Our clients have used Demographic Analysis to measure baseline audience profile, compare movement towards goals, and cross-tab between various elements. Demographic Analyses are also useful when applying to grants or reporting back on grant funds used. 

Custom Segmentation

Otherwise known as "clustering," custom segmentation involves the analysis of patron behavior and demographics to group patrons together who have statistically similar behavior. This allows you to create targeted communication strategies optimized for the known behavior and preferences of those segments. Learn more about our Segmentation Consulting. 

Contact Us about Audience Research & Analysis

Audience Research & Analysis is just one area of consulting services offered by JCA Arts Marketing.

Talk to us about everything we do to help arts & cultural organizations succeed.

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