My secret work weapon: Don't try to guess what your audience thinks: just ask
By Marc Sands, Director of audiences and media, Tate, marketingmagazine.co.uk, Wednesday, 02 May 2012 12:00PM
Apart from my gut instinct, my secret work weapon is to set up an audience panel.
I've done it twice now, once at The Guardian and now at The Tate where it is in excess of 10,000 people.
It cuts through a lot of discussion, debate and prejudice. You get the voice of the audience at the Tate, for example, which is frequently under-represented, but incredibly helpful. You can pose questions on anything from policies to which poster should be run. It doesn't make the decision, but it informs it enormously.
You can ignore it, but if you do so, you know that you're ignoring it and proceeding anyway - which, equally, might be the right thing to do.
Different segments are represented in our panel, which are mainly about proximity to art: from someone who goes to the Tate once a year, another who is academic, right through, and they're represented statistically on that panel. So you can ask a question to different audiences or multiple audiences and cut it any way you like.
This article was first published on marketingmagazine.co.uk
- Recruitment Consultant Blue Skies Marketing Recruitment £25000 - £35000 per annum, Stratfordupon Avon
- Senior Account Manager Gemini Search £32000 - £36000 per annum, London
- Freelance Creative Blue Skies Marketing Recruitment £150 - £350 per annum, London
- Senior Interior Designer Blue Skies Marketing Recruitment £40000 - £50000 per annum, London
- Presentation Designer Blue Skies Marketing Recruitment £30000 - £35000 per annum, London
- Adam & Eve/DDB wins 2014 IPA Effectiveness Awards Grand Prix
- Enjoyed getting an hour back on Sunday? You'll get years back if you stop smoking, says charity
- Tiffany & Co hires MEC for $100m global media
- Mattessons Fridge Raiders campaign delivers AI robot to YouTube gamer
- HSBC launches Anyone's Game golf campaign
- Facebook and Airbnb sign up to D&AD New Blood