Download - Toolkit lifestyle profiles: view on culture - Davy de Laeter | congres podiumkunsten 2012
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(more) people (more) appetite (more) culture:it is possible
AEN Audiences insight/outMay 30, 2012 - Rotterdam
Peter Bary & Davy De Laeter
“Goesting”, Dutch colloquial translation of “appetite” was chosen as most beautiful Dutch word by the audience of Radio 1, Belgium
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UiTdatabank content
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UiTdatabank channels
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Media channels UiTinVlaanderen.be : web & smart phone
Belgium’s most user-friendly website
Most user-friendly government or non-profit website
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Media channels Vlieg (-12j)
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UiTiD : events data x personal data
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> 225 municipalities, cities, regions and provinces promoting culture through 1
information brand
UiTnetwerk
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UiTnetwerk: what’s up in my region … city … municipality?
Tailor made listings for on-line & print use
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UiTnetwerk: marketing tools & knowledge sharing
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UiTnetwerk services: new kid on the block
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A strategic tool kit
CultuurNet Vlaanderenin cooperation with Groep Cand Re-Creatief Vlaanderen
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What preceded
• Participation survey 2004> academic publications
• Participation survey 2009> academic publications
> webtool via participatiesurvey.be> substudies (eg. life style profiles)
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What preceded
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What preceded
• Toolkit lifestyle profiles 2012> from sociological analysis to practical public mediation with the substudy lifestyle profiles as the basis
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A strategic tool kit
• Manual− synthesis sociologic research− user guide
• Workshop tools, models, checklists…• Support:
− online: tools for implementation+ downloads− survey tool for baseline / effect metering (in progress)− DIY / light assistance / intense (process management)
assistance
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A strategic tool kit
• Who for?− individual organisation: sales, efficiency, profits− together (eg. UiT city): participation goals, reach certain groups
better (social correction)
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Five steps to give appetite in style
1. Discover the lifestyles and their characteristics
2. Put your current audience on the map
3. Discover your growth groups
4. Spot barriers and remove them
5. Speak to your audience in style (plan of action)
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Step 1. Discover the lifestyle profiles
You are not your own audience
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Lifestyle profiles
• Participation survey 2004 and 2009
• Doctorate research Maya Caen: 2009− gender− age− level of education− work situation− cultural participation of parents− after school art studies− family situation− size of the social (free time) network− degree of urbanisation of the home
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Six cultural lifestyle profiles
The discoverer16%
The connoisseur10%
The action seeker24%
The actively relaxing13%
The enjoying at home18%
The abstainer20%
Engaged26%
Interested55%
Not interested20%
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Six cultural lifestyle profiles
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Six cultural lifestyle profiles
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The action seeker24%
✓ ✓
✓
✓✓✓
✓✓
✓
✓
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Exercise 1
Let’s take 5 minutes todiscover the lifestyles and their characteristics
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• Broad taste• Tries a lot• Open to multicultural influences• Probably your regular customer• Greedy for entertainment (sports, blockbusters
and arthouse films, reading, bar and restaurant, shopping, hiking, partying)
• Often actively engaged in music, visual arts and theater and member of clubs
The discoverer16%
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• Participates frequently, like the discoverer• Taste more focused on classic arts, within which
they like to try out something new• Art museums, classical music and theater, arthouse
films, a good book• Occassionally amusement parks, zoo• Often actively engaged in music, visual arts and
theater and member of clubs• Television very goal oriented (often Canvas, the
Flemish cultural public broadcasting channel)• The internet hides no secrets from them
The connoisseur10%
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• Popular forms of culture: the fun, the hits, the kicks, especially cinema and concerts
• Visual arts and literature can’t charm• Often goes out: bar, sports club, shopping• Not very active themselves, unless with
photography• Watches a lot of TV (commercial networks)• Frequent media user (TV, daily internet)• Sometimes culture, inclined to always choose the
same thing
The action seeker24%
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The actively relaxing13%
• Tries out cultural offerings relatively often• Directed taste: popular concerts and shows
But also art galleries, family shows with the kids, urban festivals and flea markets.
• Frequent travels and trips, shops a lot• Enthusiastic non-artistic hobbyists• Somewhat active in clubs• No clear pattern in media usage, but little TV
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• Doesn’t participate in culture a lot• Preference: classic, popular and Flemish forms of
culture, mainly operetta, folk, Flemish hit music and classical visual arts
• Mainly cultural participation in-houseOut-house offer = obstacle
• Frequent and diverse TV use• Sometimes non-artistic hobbyists (eg. DIY)
The enjoying at home18%
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The abstainer20%
• Serious lack of interest• Prefers to stay at home• Very occassionally popular, Flemish culture• Hardest to reach• Frequent TV watcher• Reluctant attitude
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Step 2. Your current audience
Which lifestyle profiles are you reaching now and which not yet?
1. Lifestyles and their characteristics
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Your current audience
The image of every profile is diverse• specific tastes and preferences (genre, media)• most important barriers
THUS local research is necessary• Guessing• Analysis offer based on the UiTdatabank• User research of libraries and cultural centers• Own research / CRM houses• Survey based on the participation survey
• Online• Interviews
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Lifestyle profile
Percentage in Flanders
Percentage in city
Percentage in institution
Discoverer 16%
Connoisseur 10%
Action seeker 24%
Actively relaxing
13%
Enjoying at home
18%
Abstainer 20%
Distribution lifestyle profiles
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Exercise 2
Which lifestyle profiles are you reaching nowand which not yet?
Mark them on the worksheet
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Six cultural lifestyle profiles
The discoverer16%
The connoisseur10%
The action seeker24%
The actively relaxing13%
The enjoying at home18%
The abstainer20%
Engaged26%
Interested55%
Not interested20%
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Step 3. Discover your growth groups
Your audience today and tomorrow
1. Lifestyles and their characteristics
2. Your current audience
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Your audience today and tomorrow
• Choose according to your mission
and your environment• Individual institution <> together
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Exercise 3
Choose your growth groups according to your own missionMark them on the worksheet
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Growth groups
The discoverer16%
The connoisseur10%
The action seeker24%
The actively relaxing13%
The enjoying at home18%
The abstainer20%
Engaged26%
Interested55%
Not interested20%
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Lifestyle profiles
Percentage in Flanders
Offer
Discoverer 16%
Connoisseur 10%
Action seeker 24%
Actively relaxing
13%
Enjoying at home
24%
Abstainer 20%
Distribution lifestyle profiles
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Growth groups and their characteristics
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Step 4. Spot barriers
And remove them
1. Lifestyles and their characteristics
2. Your current audience 3. Your growth groups
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Identifying and handling barriers
barriers:• Practical barriers (eg. transport, time, location)• Social barriers (eg. social network, how to dress)• Motivational barriers (eg. staying home, watching TV)• Information barriers (eg. hours, location, additional costs)• Agony of choice
• In tool kit: which barriers for which profiles• worksheets, models, checklists and references
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Speak to your audience in style
Example: information barrier in airport test
Credits: Guillaume!, Flickr
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Airport test: identifying information barriers
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Exercise 4: airport test
Evaluate the information you provide your interested audience with, preceding the activity
Fill out the airport test
✓✗
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Step 5. Give appetite in style
Plan of action
1. Lifestyles and their characteristics
2. Your current audience 3. Your growth groups
4. barriers
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Write down the barriers you wish to eliminate and per barrier the actionsyou plan
Exercise 5: actions
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Conclusion
Giving appetite in five steps
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Five steps to give appetite in style
1. Discover the lifestyles and their characteristics
2. Put your current audience on the map
3. Discover your growth groups
4. Spot barriers and remove them
5. Speak to your audience in style (plan of action)