Making Culture Count

We believe that culture can transform lives and that everyone should have access to this opportunity. To achieve this, we help cultural organisations know and grow their audiences.

First, we help you to understand who your audiences are, and who they could be. We do this by using solid research and gathering the right data.

Secondly, we help you use these insights to make a change. This could be anything from creating a bespoke audience development plan for a large museum to providing free-to-all marketing training events for smaller cultural organisations.

Whatever your audience development stage, we have something to offer you. If you are starting your audience development journey, why not check out our free events or book a free audience appointment? If you’re looking to reach the next level of connection with your audiences, we offer a range of products and services to help.

Audience Development - What's That?

Audience development is about putting the audience at the heart of what you do. It's often confused with marketing, but audience development is integral to all aspects of making and sharing a cultural product.

It's a long-term process across many areas in your organisation. The first part is knowing your purpose - why you exist and who you are there for. Then, researching who your current and potential audiences are. After that, you can really start to focus on your audience - through your programming, your customer experience, and your marketing.

  • It's thinking about who your audience is before you create work - why would it interest them?
  • It's thinking about your venue - who can access it? Is it friendly and welcoming?
  • It's thinking about marketing - are you speaking your audience's language? Are they in your imagery?
  • It's listening to your audience - after it's over, do you know what your audience thinks? What about those who don't engage?

Our Story

We started life in 2004 as Audiences NI the audience development agency for the arts across Northern Ireland. From analysing box office data to sorting print distribution, an annual conference and brilliant training, we’ve been in this game of knowing and growing audiences for quite a while now.

But times change and so have we. We are now thrive audience development trading as thrive and we work right across the cultural sector in NI and sometimes beyond to champion greater use of insight and data in cultural organisations. We offer practical support to make real change happen in organisations and across sectors.

We still do lots of stuff but now we’re more focused on the difference we make to people, organisations and the sector. We don’t want a cultural sector that just about survives – we are all about thriving and we hope you’ll find the support you need to help you thrive too. Come and say hello.

Our Accessibility Commitment

Events - We always provide physical access information before events, and make our presentations clear and easy to read. We need advance notice to arrange some access adjustments such as captioning, loop systems, or providing large-text printouts.

Childcare - We understand that it's not always possible to arrange childcare, so if you need to bring your child to an event or meeting, please feel free to do so. Just let us know beforehand.

Meetings - Regrettably, our own office building has no step-free access. As an alternative, we can come to you or arrange an accessible venue. Our offices have limited on-site parking.

Online Resources - We conform to W3C guidelines and use captions and alt-text as much as possible. Plain text versions are available on request.

We might not have gotten everything right. Please let us know if there is something we can improve.

Understand your audience, develop your strategy today. TALK TO US