News 22nd November 2021

Register to take part in Missing Audiences - Wave 2

We have partnered with the Insights Alliance (Indigo Ltd, Baker Richards, One Further) to deliver the Missing Audiences survey in Northern Ireland.

Cultural organisations have overcome huge barriers to reopen since Covid, working in new conditions and often with reduced staff teams.

But there are many visitors and audience members who still haven’t returned to the organisations they used to go to frequently - and some who haven’t returned to anything at all.

The Missing Audiences survey is designed to help you find out what is holding audiences and visitors back from attending so you can put their needs at the heart of your planning.

Why should you take part?

The Missing Audiences survey - delivered by the Insights Alliance - is designed to:

  • help organisations that have been able to reopen discover why some previous audiences and visitors have not yet returned to the organisation since Covid

  • interrogate whether non-attendance is related to Covid safety or other factors, and what activities audiences and visitors feel comfortable doing

  • measure audience confidence levels and appetite for safety measures

  • reassure audiences and visitors, and facilitate open conversation

  • give organisations the information needed to create impactful and targeted re-attendance campaigns and keep audiences at the head of future plans

The research will run in two waves - September to October 2021 and January to February 2022. To download the report from Wave 1, visit our Audience Insights page.

Register to take part

Missing Audiences is FREE to take part in. You’ll have access to your results in real-time and you’ll also be part of a national benchmark, building up a picture of cultural audiences across the country for the benefit of all.

The first wave of Missing Audiences has now ended - we are taking registrations for wave 2 which is starting on 31st January 2022 and will close on 21st February 2022. To sign up, please fill in this participation form.

You can also take part in the Experience Survey. It is a short post-visit survey that captures audience and visitor sentiment after attending an in-person event. It will help assess the success of safety measures in place, measure audience confidence levels and give you vital data about who is returning. To sign up, please fill in this participant information form.

If you have any questions, read our FAQs or please get in touch with Maurane Ramon at or Flo Carr at

Missing Audiences is supported by the Arts Council of Northern Ireland.

Maurane Ramon

Head of Client Development

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