Museums, libraries and archives now have access to a sophisticated geo-demographic tool which can be used to profile a community, drive change to an mla's offer and inform marketing communications.
Area Profile Reports are now available to museums, libraries and archives at the reduced rate of £25 plus VAT. Contact leo.sharrock@hants.gov.uk to obtain a profile.
Area Profile Reports detail information on the adult population within a defined geographical area by postal sector - which, on average, represents 2000 households.
An area can be defined in terms of local authority boundary or drivetime to a specific venue.
Area Profile Reports give information on the potential numbers of participants for museums and galleries through Target Group Index (TGI) data which is an omnibus survey conducted by BMRB.
TGI data allows comparison of one postal sector to another in terms of the propensity of that population to attend a range of cultural activities including, for example, museum visiting, visits to archaeology sites and stately home visiting.
Area Profile Reports provide the following content:
- a map of the defined area boundary - commonly defined by local authority boundary or in 30 minute or 15 minute drive-times from a museum, library or archive
- adult population
- adults who attend cultural venues – museums, art galleries, stately homes, archaeological sites, theatre
- car ownership
- adults classified as each of the five ACORN categories
- adults unable to work due to disability or illness
- adults disabled and economically active
- adults who read particular categories of newspaper
- adults who have access to, and use, the Internet
- number of households with dependent children
Within the geographical parameter of postal sector, each factor in the content of the report is represented in terms of:
- real numbers of households
- percentages of households
- indices which show a given postal sector's character compared to the defined area as a whole
Area Profile Reports contain ACORN information on the population within a specified area, ACORN information gives insight into life-stage and life-style.
Area Profile Reports can be used to:
- profile your community
- target new customers which are either similar or different from your current customers
- understand the variables in life-stage and life-style which affect participation
Area Profile Reports are available from leo.sharrock@hants.gov.uk.
