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Art without engagement moves nobody.
The UK’s only arts audience psychology consultants.
We help cultural organisations understand participation, demonstrate impact and shape better decisions through research, evaluation and behavioural insight.
Authors of the UK Cultural Strategy Review 2026. Developers of Sandbox™, the Strategic Maturity Index™ and the Five Pillars of Modern Cultural Strategy™.
RESEARCH
Independent research informing national cultural policy and practice.
PRACTICE
Helping organisations understand cultural participation and demonstrate impact through psycho-segmentation.
PURPOSE
Independent social enterprise improving cultural participation through research.
Winners of the Arts & Culture Social Enterprise Award 2025.
Shaping cultural strategy through audience insight, research and evaluation.
Working alongside cultural organisations, local authorities and artist-led initiatives to develop audience-first, insight-led engagement strategies, demonstrate impact and shape better decisions through ACE and NLHF aligned research, evaluation and behavioural insight.
Informing cultural strategy, placemaking and regeneration decisions across the UK.
In 2025 our research and evaluation methodology was trusted by:
Arts Council England funded organisations
National Lottery Heritage Fund projects
National policy and strategy commissions shaping cultural planning, participation and place-based strategy
Local authority, universities and cultural partners
Our methodology
Our work is underpinned by an integrated evidence ecosystem developed through more than twenty years of research, evaluation and cultural practice. Each framework contributes a different perspective, but together they create a richer understanding of participation, impact and decision-making than any one approach could achieve.
PHASE 1 : Context
Understanding your organisation.
Before we design a research approach, we invest time in understanding your organisation, your ambitions and the communities you serve.
This ensures our work is relevant, insightful and built on the context that matters most.
What we’ll explore
Organisational priorities and strategy
Understanding your ambitions, strategic direction and the outcomes you’re working towards.
Existing evidence and data
Reviewing the research, reports and audience data you already have to build on existing knowledge.
Known challenges and opportunities
Identifying the barriers you’re facing and the opportunities that could create greater impact.
Community context and lived experience
Exploring the people, places and lived experiences that shape participation within your communities.
Capacity and resources
Understanding the skills, capacity and resources available to support successful delivery.
Partnerships and stakeholder landscape
Mapping the relationships, partnerships and stakeholders that influence your work and future opportunities.
Success measures and outcomes
Agreeing what success looks like and how meaningful change will be measured throughout the project.
❝ Our discovery process is collaborative and respectful. We listen actively, challenge constructively and work with you to ensure the research we design is fit for purpose, grounded in reality and focused on impact.
PHASE 2.1: Research
Scoping and Situational Analysis.
Through collaborative conversations, strategic review and situational analysis, we establish the foundations for the research. This phase allows us to identify priorities, understand organisational context and ensure that subsequent research focuses on the questions that matter most.
Alongside reviewing existing evidence, we explore external factors shaping participation, policy and place. Understanding these wider influences allows us to design research that is proportionate, relevant and capable of producing meaningful recommendations.
Listen
- Understanding ambitions
- Objectives
- Challenges
Review
- Existing evidence, data and reports
- Internal documentation and research
- Assess data quality, consistency and comparability
- Identify gaps and limitations
Explore
- Communities and audiences
- Participation patterns
- Population and socio-economic trends
- Cultural participation and regional access issues
- Policy and place context
Identify
- Knowledge gaps
- Opportunities
- Priority questions
Agree
- Research direction
- Success measures
- Project scope
Typical activities
Stakeholder interviews
Structured conversations with key people to understand priorities, challenges and aspirations for the project.
Document reviews
Reviewing existing strategies, reports and research to build on what is already known and avoid duplication.
Policy and context analysis
Understanding the local, regional and national policies, trends and priorities that shape cultural participation.
Audience and data review
Assessing existing audience information to identify patterns, strengths, gaps and opportunities for further research.
Desk research
Drawing on trusted datasets, published research and publicly available evidence to strengthen the research framework.
Context mapping
Building a picture of the organisation, its communities and the wider environment in which it operates.
Project framing workshop
A collaborative session to agree objectives, refine priorities and establish a shared direction for the research.
PHASE 2.2: Research
Internal engagement and workshops.
Before we explore audiences with communities, we explore together as an organisation. This phase builds alignment, uncovers insight and creates the foundations for collaboration across sites and teams.
We facilitate structured workshops with staff from across all cultural sites to develop a shared understanding of audiences and what audience engagement means in different roles and functions.
Using case studies, scenario modelling and open discussion, we identify opportunities for collaboration and challenge assumptions. A Theory of Change session helps align audience development goals with each site’s objectives and values.
KEY ACTIVITIES
Structured workshops
Engage staff across all sites to build a shared understanding of audiences and engagement.
Case studies
Explore real-world examples to inspire thinking and challenge assumptions.
Scenario modelling
Test different futures and explore what’s possible for your audiences.
Cross-site discussion
Identify opportunities for collaboration and shared learning across venues.
Theory of Change session
Align audience development goals with site objectives, values and measurable impact.
PHASE 2.3: Research
Audience research and profiling.
In this phase, we uncover who your audiences are, how they engage with culture and what influences their decisions. Our research identifies needs, motivations, barriers and opportunities across different segments and communities.
We use a mix of quantitative and qualitative methods to build a complete picture of your audiences and their behaviours.
KEY Research ACTIVITIES
Audience surveys
Quantitative surveys to understand behaviours, needs and preferences at scale.
Focus groups
In-depth discussions to explore motivations, attitudes and barriers.
Interviews
One-to-one conversations for deeper insight into experiences and opinions.
Segmentation
Identify distinct audience segments based on behaviours and motivations.
Audience journey mapping
Map the pathways and touchpoints that shape audience experiences.
PHASE 2.3.1: Research
Data collection.
A mixed-methods approach ensures we hear from a broad range of people, through multiple channels and in ways that are accessible, inclusive and representative.
By combining on-site, digital, internal and community-based engagement, we build a rich, reliable evidence base that reflects the full diversity of audiences.
| Method | Description | Purpose |
|---|---|---|
| On-site survey days | One on-site survey day at each venue, including observation of visitor behaviours and patterns. | Capture real-time audience data and behavioural insight. |
| Digital surveys (per site) | Design and distribution of one survey per site via existing communication channels (email, social media). | Reach wider and more diverse audiences, including recent and lapsed visitors. |
| Printed visitor surveys | Short, accessible surveys available on-site. | Capture responses from less digitally engaged audiences. |
| Internal survey | Survey distributed to staff across all sites. | Gather internal perspectives on audiences, challenges and opportunities. |
| Internal workshops | One online workshop per site with staff teams. | Develop shared understanding of audiences and test emerging insights. |
| Community engagement | Research and outreach to identified underengaged communities. | Ensure inclusion of non-attenders and underrepresented groups. |
| Community workshops / mapping sessions | Either: – One in-person workshop per audience group, or – One online workshop and one mapping session with a community representative or champion. | Explore barriers, motivations and opportunities in depth. |
| Public consultation event | Open public event, promoted via local press and networks. | Broaden reach and capture wider community perspectives. |
KEY Research ACTIVITIES
On-site audience research
Capturing real-time audience behaviours, experiences and feedback directly within your cultural spaces.
Online audience surveys
Reaching broader audiences online to understand participation, perceptions and future intentions.
Visitor feedback
Providing accessible opportunities for visitors to share feedback during their experience.
Staff insight survey
Gathering perspectives from staff to understand organisational strengths, challenges and opportunities.
Internal workshops
Bringing teams together to explore insight, share knowledge and shape the direction of the research.
Targeted community outreach
Working directly with underrepresented communities to understand barriers, motivations and lived experiences.
Community conversations
Facilitating collaborative conversations to identify local priorities, opportunities and community assets.
Public consultation event
Creating an open forum for communities to contribute ideas, experiences and aspirations for the future.
PHASE 2.3.2: Research
Dataset collection mapping.
This phase brings together all sources of data to build a rich, reliable and representative dataset that reflects the full diversity of audiences.
By combining existing records with newly collected evidence, we create a comprehensive understanding of who engages with your venues, how they behave and what motivates them.
| Dataset | Data points | Methodology source(s) | Notes |
|---|---|---|---|
| Demographic | Age, gender, ethnicity, disability, socio-economic background. | – Existing datasets (CRM, ticketing, past surveys) – On-site surveys – Digital surveys – Printed visitor surveys | Combines existing and new data to improve completeness and consistency. |
| Geographical | Postcode, regional origin. | – Existing datasets – Survey collection (on-site and digital) – Desk research (ONS, Local Insights) | Enables mapping of reach. |
| Behavioural | Visit frequency, attendance patterns, booking behaviour, referral sources. | – Existing datasets (ticketing, CRM) – On-site observation – Surveys (how audiences heard about events) – Internal staff survey | Strengthened by combining observed behaviour and self-reported data. |
| Psychographic | Motivations, barriers, values, interests, relationship to culture. | – Surveys (attenders and non-attenders) – Community workshops Interviews (staff, stakeholders, communities) – Audience profiling framework | Critical for understanding why people engage or do not engage. |
| Non-attender insight | Awareness, perceptions, reasons for non-engagement. | – Targeted outreach to underengaged communities – Community workshops/mapping sessions – Public consultation event (optional) – Desk research (Audience Spectrum, Active Lives) | Directly addresses a key requirement of the brief. |
| Contextual/benchmarking data | Regional demographics, cultural participation trends. | – Desk-based sources (ONS, Audience Finder, Mosaic, Active Lives, Local Insights) – Local authority reports | Provides benchmarking and context for all findings. |
KEY Research ACTIVITIES
Integrate existing datasets
Bringing together existing audience data, research and organisational insight into one evidence base.
Collect new data across multiple channels
Gathering fresh evidence through a mix of surveys, workshops, interviews and community engagement.
Reach attenders and non-attenders
Understanding both the people who currently engage and those who face barriers to participation.
Explore motivations, barriers and perceptions
Investigating why people engage, what prevents participation and how your organisation is experienced.
Map behaviours and audience journeys
Identifying how audiences discover, experience and build lasting relationships with your organisation.
Ensure data quality, consistency and completeness
Reviewing and validating evidence to create a reliable foundation for analysis and strategic decision-making.
PHASE 2.4: Analysis and evaluation
Strategy development and drafting.
Every dataset, observation and conversation is brought together to reveal patterns, opportunities and practical recommendations that support long-term audience development.
Rather than reviewing each dataset in isolation, we synthesise qualitative and quantitative findings across audiences, venues and communities to identify recurring themes, hidden opportunities and strategic priorities. This integrated approach allows us to distinguish between isolated observations and meaningful behavioural trends.
Data synthesis
Bringing qualitative and quantitative findings together into an integrated evidence base.
Thematic coding
Grouping evidence around key themes:
- Access
- Motivation
- Identity
- Value
- Barriers
- Future potential
Strategic analysis
Applying proven frameworks:
- Audience Segmentation Audit
- Resource Mapping
- PEST Analysis
- TOWS Analysis
- Audience & Programme Analysis
Opportunity mapping
- Site-specific opportunities
- Cross-site opportunitie
- Shared participation barriers
- Audience growth opportunities
Journey integration
Combining audience journeys to understand movement across venues, experiences and programmes.
Draft strategy
Creating the evidence-led Audience Development Plan for collaborative refinement.
❝ Using proven strategic frameworks, we translate complex evidence into clear recommendations aligned with your organisation’s priorities, investment and audience goals.
PHASE 2.5: Delivery
Handover.
We refine the strategy with you, build a clear roadmap for action and equip your teams with the tools, frameworks and confidence to deliver long-term change.
We work collaboratively with stakeholders to refine and finalise the Audience Development Plan, ensuring it is practical, achievable and aligned to organisational priorities.
We create an implementation and evaluation framework that brings clarity to roles, timelines and success measures-so progress can be tracked and impact monitored.
Deliverables
Final Audience Development Plan, including:
- Implementation roadmap
- Monitoring and evaluation framework
Stakeholder presentation
Engaging presentation to communicate findings, strategy and priorities.
Audience data dashboard
Interactive dashboard visualising key audience insights and trends.
Funding-ready outputs, including
- Concise impact summaries for individual sites
- A combined PACE-level narrative to support future funding applications and advocacy
Project timeline.
This timeline outlines the key phases of the research and strategy project, the activities involved and the estimated number of consultant days required.
Phase 1: Scoping and Situational Analysis
Desk review of datasets, reports and existing insight
Audience mapping (demographic, behavioural, psychographic)
Context analysis (benchmarking data)
Research design (surveys, consultation plan, sampling)
PHASE 1 SUBTOTAL
1.5 days
0.5 days
0.5 days
0.5 days
3 days
Phase 2: Internal engagement and workshops
Workshop design and preparation
Delivery of internal workshops
Theory of Change session
PHASE 2 SUBTOTAL
1 day
2 days
1 day
4 days
Phase 3: Audience research and profiling
Survey design
On-site survey days and observation (cluster delivery)
Community outreach and engagement (incl. non-attenders)
Community workshops/mapping sessions
Data collation and initial profiling
PHASE 3 SUBTOTAL
1 day
2 days
1.5 days
1 day
0.5 days
6 days
Phase 4: Analysis and strategy development
Data synthesis and coding
Thematic and comparative analysis
Application of frameworks (Strategic Maturity Index™ and the Five Pillars of Modern Cultural Strategy™)
Cross-site strategy and audience development framework
Dashboard design and data structuring
PHASE 4 SUBTOTAL
1 day
1 day
1.5 days
1 day
0.5 days
5 days
Phase 5: Finalisation and handover
Drafting Audience Development Plan
Final report writing
Funding ready outputs
Stakeholder presentation and revisions
PHASE 5 SUBTOTAL
1.5 days
1.5 days
0.5 days
0.5 days
4 days
TOTAL
22 days
FREE CONsultation
Book a 30-minute
consultation
A strategic conversation about your project, challenge or opportunity.
A strategic conversation
Speak directly with Disconnected Bodies Founder Pablo Colella about your project, challenge or opportunity.
No obligation, just focused, practical advice informed by two decades of research and practice in audience behaviour, evaluation and cultural strategy.
What happens next?
Choose a convenient time and we’ll explore your project, discuss possible approaches and answer any questions about our research, evaluation or strategic planning services.
TELEPHONE
020 3633 7617
Trusted by the cultural sector
Supporting cultural engagement across 200+ organisations, projects and partners
We build long-term partnerships grounded in trust, insight and shared ambition; working with organisations across the UK and internationally to deliver meaningful cultural impact and value.
2025 HIGHLIGHTS
