133213Services for data haters: from audience insight to decision supportClosedStudyInnovate UKThe Audience Agency offers state-of-the-art solutions for understanding audiences for cultural events, with large datasets aggregated from arts organisations across the UK. But our research shows that most customers lack the skills to make best use of this. A typical comment: “I should be doing more with the data you give me access to, but don’t have the time to learn how - I just need to get straight to the answers.” Our project will engage with staff in arts organisations across the country to understand their needs and ways of working around data, then work iteratively and collaboratively to co-design and test a range of possible new approaches & solutions that can make Audience Agency datasets more accessible and actionable. We will seek to understand what is most valuable to the sector and create a roadmap for developing it. This project will lay the groundwork for transforming how the cultural sector engages with and uses data.