This pracDce-based thesis examines the theory and applicaDons of audience evaluaDon for
cultural experiences in the UK with a specific focus on the issues faced by smaller cultural
organisaDons (including partner organisaDons Open Data InsDtute, D6: Culture In Transit and
a placement with Sunderland Culture/ CreaDve Fuse North East). Using an interdisciplinary
lens it gives a broad-sweep overview of perDnent issues, methods and partner organisaDons
and highlights the lack of uniformity of metrics, terms and definiDons and the fragmented
approaches to evaluaDon from both the cultural sector and academic spheres, which results
in lack of insight about user needs and moDvaDons. A review of audience segmentaDon
approaches exposes a clear dichotomy between audience needs and those of the sector
('Bo>om Up/ Top Down’), a schemaDc is developed to summarise the audience needs for
the successful delivery of arDsDc intent (‘Absence of Barriers’), and training materials are
developed on audiences and evaluaDon for smaller cultural organisaDons to help them focus
their efforts and limited resources (‘Some Advice For’).
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