Powerful insight and sensible consultancy for a stronger sector.

Indigo empowers the cultural sector to increase engagement with audiences and visitors through pragmatic problem-solving, vital insight and practical partnerships.

Whether we are conducting large scale audience research projects, or working with an individual organisation to perfect a strategy, our aim – like yours – is the same: to enrich people’s lives.

So what sets Indigo apart? Our team’s combined years of marketing and audience development experience give us a real understanding of your needs, while our passion for the arts helps us to think creatively. Our open, collaborative approach and partnerships across the sector mean that we are constantly sharing and learning.

If you need to better understand your audiences, improve the way you work or gain the confidence to move forwards, we can help you to think bigger.

Most importantly, we believe that we can work together to build a stronger sector.

Take a look at some of our awards and nominations →

Who we are

Katy Raines

Founder & CEO

Katy is an award winning creative sector leader. Her work during Covid including the creation of After the Interval and leading the formation of the Insights Alliance, won her the prestigious ‘Outstanding Leadership’ Award in the Covid Response Awards 2021. As an experienced audience insight consultant, Katy has developed research and implementation programmes for cultural organisations across the UK and Europe. She co-authored the Arts Council England's Joint Cultural Needs Assessment Guide and led the evaluation of Festival 2022 for the Birmingham 2022 Commonwealth Games.

By working with Katy, she will bring her extraordinary passion and creativity to help you and your organisation maximise the power of audience insight and understanding.

Prior to becoming a consultant, Katy held senior marketing roles in cultural organisations, holds a Music degree from Cambridge University and a 1st class MBA from Durham University.

Flo Carr

Associate Director

Flo is an experienced marketer with a passion for audience development and CRM. She has worked in a wide range of marketing, communications and venue management roles in arts and cultural organisations in London and Cambridge.

Her previous roles include Head of Communications and Marketing at Arcola Theatre, Marketing & CRM Manager at English National Opera and Press & Marketing Manager at Cambridge Live.

Having collaborated with Katy Raines to deliver our extensive programme of audience sentiment tracking research during Covid, Flo joined Indigo full time in November 2020.

Kerry Radden

Kerry Radden

Associate Director

    Kerry has 20 years of marketing experience, gained predominantly in the arts and charity sector. For over a decade, she ran her own marketing and brand consultancy, working with cultural organisations and charities to design audience and business strategies. Her previous roles included senior marketing and insight roles at Battersea Arts Centre and the Royal Shakespeare Company, as well as time in the commercial sector.

    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. She loves supporting organisations to become more effectively data-driven and audience-centred in their programming and marketing and to help them communicate with confidence and clarity.

    Anastasia Starikova

    Research & Data Executive

    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.

    Ellie Oates

    Audience Insight Executive

        Ellie joined the Indigo team in 2023 after gathering substantial knowledge and experience within arts marketing and charity comms. She is driven by enabling positive change in the cultural sector.

        Ellie has an MA in Creative and Cultural Industries Management, during which she researched the impact of climate change on the communities of outdoor festivals. Ellie has worked in a marketing role at the Bournemouth Symphony Orchestra, as well as in publishing and for a children’s reading charity. She has experience of working with Box Office systems and developing social media plans and content.

        Selena King

        Associate (Qualitative Research Consultant)

            Selena has over 20 years' experience across a wide range of sectors and approaches, mainly focused on behavioural insight and audience understanding.

            She has conducted research for the public, private and charity sectors. Recent projects for Indigo have included understanding the research and information needs of decision-makers within the arts and culture sector, conducting audience insight and development work for a regional theatre company, and another to explore the drivers and barriers of engagement with an internationally renowned literary organisation.

            Kate Sanderson


              Having joined Indigo in 2009, Kate's recent projects include developing an Audience Engagement Framework for Bradford 2025 and a marketing strategy for The MAC Belfast.

              Specialising in marketing and audience development, Kate is an accredited coach and highly experienced trainer, working regularly with the Arts Marketing Association and UK Theatre.

              Kate was Director of Communications for West Yorkshire Playhouse for 10 years until 2006. In Autumn 2012, she began a PhD in Cultural Management at the University of Manchester, focusing on developing audiences for contemporary arts.

              Jonny Tull

              Associate (Film)

                  Jonny is a cinema and arts consultant who works across film distribution and exhibition.

                  Following a successful career in programming and marketing for independent cinemas and the arts, Jonny now works with filmmakers, cinemas, festivals and distributors to help bring their projects to the world under the banner of Tull Stories.

                  In 2020 Jonny was the recipient of a prestigious John Brabourne Award from the Film & TV Charity, and alongside his work in exhibition and distribution he is an Advisor on the British Film Institute’s Film Audience Network’s Advice scheme, Chair of the Board of Trustees at Queen’s Hall in Hexham, Northumberland, and teaches on the Film Studies MA at Newcastle University. He is based in Newcastle upon Tyne.