We’ll help you achieve audience alignment
Audience alignment is the practice of connecting an organisation’s values, purpose and future direction with the people it wants to reach, grounded in a robust evidence base of behavioural data and market research, often expressed through a single segmentation model adopted right across visitor experience, marketing, programming and executive teams.
Who are our current and potential audiences, and how do we align our purpose and price with the people we want to reach?
Achieve audience alignment: connect your values, purpose and future direction with the people you want to reach, grounded in robust behavioural data and market research, and expressed through a single segmentation model adopted right across the organisation.
How this can scale by budget
- Focused · a focused audience review using existing data and a short set of priorities
- Core · segmentation or behaviour analysis plus strategic recommendations
- Extended · a full audience development project with research, workshops and implementation planning
How can we improve commercial performance without weakening value, access or long-term demand?
Building long-term financial stability through smarter ticket and entry pricing, product design and visitor spend, without compromising access, reputation or public trust.
How this can scale by budget
- Focused · a short review of pricing, or one specific commercial question
- Core · data analysis, benchmarking and a fuller set of recommendations
- Extended · wider commercial redesign, modelling, testing and support through implementation
How can we give people a stronger reason to return, stay connected and spend more over time?
Turn occasional visitors into loyal advocates. Use audience insight to increase retention, frequency and lifetime value. Build membership and loyalty models that strengthen commitment and long-term engagement.
How this can scale by budget
- Focused · a review of an existing scheme or a specific loyalty question
- Core · analysis plus redesigned structure, pricing models or benefits packages
- Extended · end-to-end redesign with research, modelling, messaging and testing support
Where do we stand, what is changing, and what can we learn from the wider sector?
Market and sector research brings together benchmarking, market intelligence, sector research and learning support. It helps organisations look beyond their own data, understand wider practice and use external evidence to support planning, leadership discussion and team development.
How this can scale by budget
- Focused · a short benchmarking exercise or external context note
- a tailored review with implications for planning or decision-making
- a broader programme of research, benchmarking, workshops and team support
Grow earned income
How can we improve commercial performance without weakening value, access or long-term demand?
Building long-term financial stability through smarter ticket and entry pricing, product design and visitor spend, without compromising access, reputation or public trust.
INSPIRE: How we work with you
Hover over each stage for an explanation
Audience alignment
Because every department is working from the same evidence and the same segments, leaders gain a clear structure for holding complexity and having focused conversations about audiences, with the right colleagues, at the right moment.
The upside is evidence-led decision making, deeper and more authentic connection with the people who attend, and cultural change that sustains engagement and revenue over the long term.
Research and Strategy
Sydney Dance Company
“The work Baker Richards undertook with their Patron Preference Analysis was amazing – it gave us the evidence and confidence based on what our audiences are willing to pay to make bold changes to our pricing strategy and we are nightly huddled over our dashboards looking at ever healthier red lines.”
Case study