- Deconstructing Digital Audiences & Digital Journeys
Friday 19 September 2014, 6.30pm-8.30pm
The Photographers’ Gallery
** Chris Unitt, One Further (http://onefurther.com)
** TBC, The Audience Agency (http://www.theaudienceagency.org)
** Matt Locke, Storythings (http://storythings.com/)
** Mia Ridge (http://www.miaridge.com)
For this session we'll explore how we talk about audiences. We will be looking at how audiences use digital platforms to access cultural content, and how we – as organisations – use metrics to trace behavioural patterns and build pictures of user journeys.
Most organisations tend to define their audiences through the criteria set by funders for reporting. However, outcomes are largely predetermined by the question posed in that you tend to find what you look for. Therefore if we rely solely on information gathered to satisfy funders’ categories, devised for their own requirements and advocacy work, are we missing other insightful data? Are we in fact culpable of actually negating alternatives, squeezing all the audiences we have into the descriptions set for us?
In order to understand, or even talk about, audience behaviour we need to be able to define it. So in this session we’re exploring meaningful, actionable research and metrics that will help us achieve this.
We’ll also look at existing datasets available to us that are based on the census and consumer behaviour. However, as they are expensive for individual organisations to use is the future perhaps in open datasets that organisations can contribute to? Is this even feasible?
It's also important to recognise that the concept of data here isn’t confined to online metrics, it could be interviews or additional questions to existing research.
Lastly, the session will also provide an opportunity to muse on how platforms and the prevalence of mobile, networked devices are leading different types of social behaviour. And we couldn’t think about audiences without looking at CRM, Big Data and Open Data, and understanding the power of critical mass.
As with all our sessions, we have asked experts and practitioners to present their ideas on and around the subject.
We look forward to seeing you there!
The AoDL Team