We spent time working alongside the team at Theatre Royal Plymouth firstly to mine their existing Box office data.

From this we were able to compare their data with industry statistics from the Arts Council and other sources, giving them a picture of how representative their audiences were of their catchment area – and subsequently to conduct comprehensive research to complete the picture.

This approach has since been used and updated by the theatre at regular intervals, enabling them to track significant changes in their customers’ behaviour and attitudes.