Meet the team

Katy is regarded as one of the UK’s leading consultants on audience-centred strategy for cultural organisations. She has developed and led research and audience strategy for large and middle scale organisations throughout the UK and Europe.

During Covid-19 she developed and delivered the UK’s largest collaborative dataset of cultural attenders’ attitudes to returning to events, including After-The- Interval, and Missing Audiences involving over 800 organisations - capturing over ½ million responses from attenders, for which Indigo won several awards, and Katy won a national award for Outstanding Leadership (Covid Response Awards).

Since then she has led Indigo’s growth to become the sector’s leading audience insight consultancy, launching Indigo Share in 2023. Indigo’s collaborative research approach has delivered sector-wide research on sustainability (Act Green) and first time attenders (Tomorrow’s Audience), as well as UK-wide benchmarks on audience experience via a large cohort of participating organisations.

Flo has worked in the cultural sector for more than a decade in a range of senior marketing, CRM and venue management roles in organisations including English National Opera, the Arcola Theatre and Cambridge City Council.

Since joining Indigo in 2020 to support the delivery of our extensive programme of audience sentiment tracking research during Covid, Flo has led a number of our sector-wide research projects including Act Green and The Self-Service Venue.

She is passionate about helping cultural organisations to understand their data, maximise use of their systems and connect with their audiences, and has worked with clients including the Royal Albert Hall, Warwick Arts Centre, South Bank London, Theatre Royal Stratford East, Waddesdon Manor and the MAC Belfast.

Kerry has 25 years of audience and visitor experience, spanning a range of arts, charity and commercial organisations. She has worked in cultural leadership roles including Marketing Director at Battersea Arts Centre and Head of Audiences & Marketing at the Royal Shakespeare Company.

At Indigo, Kerry has led projects including quantitative and qualitative research, audience segmentation, marketing and audience development strategies, evaluation and impact frameworks, and brand research. Recent projects have included developing a toolkit for growing drama audiences; qualitative research around classical music non-attenders; and the award-winning Indigo Share: Hot Topic, Tomorrow’s Audience.

Kerry holds the Market Research Society Advanced Certificate in Market and Social Research and a Postgraduate Diploma in Marketing from the Chartered Institute of Marketing.

Jacob is a mixed-methods researcher with experience in qualitative, quantitative, and behavioural science approaches. He previously worked as a consultant at a global market research agency, where he was part of both the research and behavioural science teams, delivering insights for clients across technology, media, sports, energy, healthcare, and financial services. Now at Indigo, Jacob applies his experience to the cultural sector, bringing a data-driven yet human-centred approach. He is also pursuing a part-time PhD in Music Psychology, exploring how self-compassion exercises can support musicians' well-being, performance, and practice.

Before moving into research, Jacob worked as a professional cellist, having studied at the Royal Northern College of Music. He performed with ensembles such as Manchester Camerata, the BBC Philharmonic, the BBC Symphony Orchestra, and the Northern Film Orchestra. Alongside performing, he has taught cello for 12 years and remains actively involved in the arts as both a musician and educator.

Jacob holds an MSc in Psychology, an MA in Music, and a BMus (Hons).

Laura-Jane has over a decade of experience in market and social research with an emphasis on qualitative methods. She has delivered projects in the cultural, sports, sustainability, charity and consumer sectors, both in the UK as well as across Europe and the US. She has worked on frameworks for behaviour change, growth and audience understanding and has fed into public campaigns, presenting at conferences on a huge range of topics, from how to encourage take-up of exercise to the prevention of film and music piracy. She brings a background knowledge of research in the music and film industries to Indigo, along with experience of audience engagement in various parallel industries.

Laura-Jane is also undertaking a part-time PhD in Ukrainian Musical Diplomacy, studying how the performances, music and messages of Ukrainian artists touring the UK and Germany are perceived by local audiences and their impact on perceptions of Ukraine. She brings a sensitivity and curiosity for questions of culture, representation and identity to projects wherever relevant.

Helen is a marketing professional with a decade of experience across the charity, corporate and arts sectors, most recently working in the Audiences and Marketing team at the Royal Shakespeare Company.

Throughout her marketing career, Helen has managed strategic campaigns to reach and diversify audiences in line with organisational and campaign-specific audience plans. As well as six years of experience marketing theatrical productions and other commercial activity at the RSC, Helen has previous experience at Iris Theatre, Fuel Theatre and the Black Theatre Live consortium.

While bringing her background in arts marketing to Indigo, Helen is also passionate about the empowerment of audiences and marketing teams in the arts, cultural and heritage sector while navigating the continually adapting landscape of audience interests, behaviour and decision-making.

Helen holds an MA in Cultural and Creative Industries and a BSc in Communication and Media Studies.

Anastasia is a researcher and data professional who is passionate about data-driven research and change in the art and culture sector.

She has worked in cultural and educational organisations such as Coventry City of Culture and Birmingham City University in a range of data management/analysis, GDPR, database development and research roles. She has extensive experience in working with cultural organisations in the UK and Europe (Birmingham Museum and Art Gallery, Wiels, Christies, Stryx Gallery, Vivid Projects) in various roles and working collaboratively with organisations and artists on projects around digital collecting.

Miriam has four years of experience in the arts sector, working across marketing and box office roles within live music and touring.

She began her career with the Royal Philharmonic Orchestra, where she spent three years working across marketing and box office activity for concerts at venues including the Royal Albert Hall, Southbank Centre, Cadogan Hall and St Paul’s Cathedral.

She later worked agency side as a Marketing Account Executive, managing marketing campaigns for music and entertainment tours at venues across the UK.

Alongside her work in marketing, Miriam is a music producer and a featured BBC Introducing artist. She holds a degree in Music Production from BIMM London.

Martha has marketing experience across the arts and education sectors, and is passionate about growing and connecting audiences with cultural organisations.

With a degree in Art History and History, Martha brings a broad knowledge of the arts and heritage industries. She also has experience in collections and audience engagement with organisations including the Barber Institute of Fine Arts, Birmingham Museums Trust, Winterbourne House and Gardens, and the Hallé Orchestra.

Through her work in digital marketing, audience research, and events organisation at South & City College Birmingham and the University of Birmingham, Martha has experience in digital and in-person communication with audiences, and in using data-driven approaches to develop audience engagement.

Alongside her professional experience, Martha enjoys photography and has undertaken freelance work at events for Acosta Europe, Big Wave Creations, and The Birmingham Project.