Audience Finder is a national audience data and development programme, enabling cultural organisations to share, compare and apply insight.

It is developed and managed by The Audience Agency for and with the cultural sector, and is funded by the National Lottery through Arts Council England.

Audience Finder provides tools for collecting and analysing data in a standardised way which builds a clear picture of audiences locally and nationally. The results help organisations to find new audience opportunities using a range of tools, features and support. Including user-friendly reporting dashboards, online mapping and insight tools, and the opportunity to work in collaborative, data-sharing groups.


Audience Finder Quality Principles

User-led: R&D will always be directed and tested by users and geared towards their needs and challenges

Open: we are committed to Open Data principles and will make data responsibly available to others who bring value to the sector. Audience Finder will remain open to all comers

Free: the essential service (including any Arts Council England reporting requirements) will always be free to data-contributors

Secure & trustworthy: we will model good practice in data protection, strive for robust results, act with confidentiality, and follow our Community Charter

Add value: to users’ own work and existing tools without duplicating effort, to the work of potential collaborators, ensuring interoperability with initiatives benefitting the sector.


For more information on data collection and data processing, please see ‘Data collection in Audience Finder’ and ‘Data control in Audience Finder’.

You can find Audience Finder FAQs here or contact our support team with any questions you may have: