Proposal for Audience Insight
segmentation update 2011 – Lot 1 only
Date: 21-02-2011
Reference number: ACE-2010-014
Josie Farnsworth, Russell Webb and Sandy Livingstone
020 8433 4090
[email protected]
Project context
In 2010, the Coalition government announced £6.2bn in spending cuts.
This meant a reduction of central, and local, government funding for
Arts Council England. The total reduction in 2010/11 is £23 million.
A challenging economic climate does not change the central mission
for Arts Council England, “Great art for everyone”. The goals of the
organisation remain the same, with the core priority still to support and
create artistic experiences “for as many people as possible across the
country”.
It is therefore still key for the Arts Council, and arts organisations , to
continue to increase engagement and participation in the arts. Having
information on where to focus effort and funding to achieve this aim is
important. When funding is limited, it is ever more so.
2
Project context
Even without the current economic and policy changes, it would be time
to update as 4 to 5 years has passed since the original segmentation
was completed. Having a segmentation that reflects current trends is
vital.
Over the last five years, the economic downturn, increased use of smart
phones and social media, more large arts venues outside London and
increased funding of digital arts are just some trends which may impact
individual attitudes and behaviour. An updated profiling will provide
current detail of audiences for the arts reflecting the impact of
England's current fast changing social, economic and political
environment.
For all public funded bodies, the challenge is to deliver more for less.
This project would provide valuable information to aid the Arts Council
in understanding how best to use funds, by identifying and confirming
targets and the communications with the most potential to engage them.
3
Project objectives
The overall aims of the project are to:
• retain the popularity and develop the use of the Arts Council segmentation
• provide actionable profiles of arts audiences, those currently engaged and potential
new audiences
• ensure cost efficient use of resources is made
• support arts organisations in driving further audience engagement
Specifically, Lot 1 Segmentation and Analysis needs to deliver:
• a refreshed segmentation for England
o to re-size and understand changes in arts engagement
for each segment
• an updated profile of each segment
o to include general characteristics, lifestyle, arts & culture
engagement, media habits to include digital and arts
broadcasting
4
Proposed approach
Lot 1 – Segmentation and Analysis
Stage 1: project inception and familiarisation
using briefing and
previous data
Stage 2a: re-fresh segmentation
to understand changes in size and engagement
using Taking Part
Year 4 (2009/10)
Stage 2b: appending updated segments
to latest TGI database ( TGI Net Q4 2010, July 09 – June 10)
statistical linking of
Taking Part & TGI
Stage 2c: review algorithm with Arts Council
and stakeholders
statistical linking of
Taking Part & TGI
Stage 3: in-depth profiling of the segments
using TGI, TGI Net
and Taking Part
variables
5
Benefits of our approach
Unique access to TGI data
• Kantar Media runs TGI, giving the unique ability to analyse and process the data at
respondent level for statistical linking with other datasets
• Enlightenment is Kantar Media’s specialist consulting arm and are highly experienced
in using advanced analytical techniques to develop insightful consumer profiles from
TGI data
Impactful output for non-research audiences
• Experience in presenting data and findings to wide audience base across
organisations and their stakeholders, making information accessible and engaging.
Knowledge of the sector and project
• Previous experience working with the Arts Council and other public bodies means we
are familiar with both the organisation and wider policy context.
Creative rigour
• We operate a transparent and open relationship with clients, and our solution is, as
always, as creatively rigorous as possible.
6
Proposed approach: Stage 1
Stage 1: project inception and familiarisation
using briefing and
previous data
Our approach is to work in close consultation with our clients. We will hold meetings at
key milestones, send through weekly status updates via email and also suggest regular
telephone contact with the Arts Council project team throughout the project.
An initial kick-off meeting to understand the full context of the project and confirm
detailed objectives, process and timings would be the first stage of the project. At the
meeting we would also want to finalise the specification for the profiles.
Following this meeting we would send through a contact reporting outlining agreed
action points.
7
Proposed approach: Stage 2
Stage 2a: re-fresh segmentation
to understand changes in size and engagement
using Taking Part
Year 4 (2009/10)
We would re-fresh the segmentation* using the latest large sample Taking Part data.
Rather than beginning from scratch (i.e. using the same input variables to a new cluster
analysis) we propose to take the statistical definition of the cluster “centres” into the new
Taking Part data and to put the new respondents into the new clusters according to their
statistical proximity to these points.
In this way we can better control the similarity of the new clusters to the old, ensuring the
same type and number of segments as previously. Note that the cluster sizes may change
in size and profile due to evolving arts behaviours but even so it would still be logical to
apply, for example, the same cluster names.
*Arts-based segmentation England, Arts Council England 2008
8
Proposed approach: Stage 2 (cont.)
Stage 2b: appending updated segments
to latest TGI database ( TGI Net Q4 2010, July 09 – June 10)
statistical linking of
Taking Part & TGI
There are two possible statistical linking approaches, an algorithm or data fusion.
In the original project there was a requirement to conduct TGI analysis against other
Taking Part data than just the segments themselves so fusion was the preferred
method.
However, in this case our entire focus is on refreshing the understanding only of the
segments themselves. A linking algorithm can be optimised for this purpose and so is
arguably more robust. Being less complex it is more cost effective as well. Our
proposal is based, and cost, on Option 1 (Linking Algorithm).
Further details are given on the following slides.
9
The two possible linking approaches
Features
1
2
Discriminant analysis
to create a linking
algorithm
Data fusion
Application
The algorithm predicts
a single variable (i.e.
segment membership)
using only TGI data
Most often used
approach where the
need is to recreate
segments only - derived
from another quant
survey
Creates a modelled
match between similar
respondents on each
survey so that all
variables can be
donated from one
survey to another
More rarely used: gives
greater scope and
control to the analyst,
allowing profiling to be
carried out on
selections defined on
either survey
N.B. Our proposal is based and cost on Option 1 (Linking Algorithm)
10
Re-cap of the original clustering method
High-level
groups
Clusters
Group 1
Attend/
participate
cluster analysis based
on types of events
attended, frequency of
attendance, participation
in arts activities, reasons
for engaging and desire
to do more – resulting in
6 clusters
Group 2
Participate
only
Group 3
Neither attend
nor participate
divided into 3
subgroups based
on age (16–29,
30–59, 60+)
cluster analysis based
on background and
barriers towards
attendance and
participation – resulting
in 4 clusters
11
The link to TGI explained
An initial approximation is made of the three high-level
groups according to participation and attendance.
Group 2 (the participate only group) is simply subdivided on age criteria in TGI
To achieve the best possible link, two algorithms will be
created: one for each set of clusters under Group 1 and
Group 3
This involves a discriminant analysis which identifies
a) which TGI variables best classify TGI respondents into
TP defined segments and b) a mathematical model to
compute “best fit” for every TGI respondent.
These algorithms are applied at a respondent level (i.e.
line by line) with every respondent being allocated to
the best fit segment.
A customised TGI database is created with the
segment flags (only, so no other variables) appended
for ease of analysis.
12
Proposed approach: Stage 2 (cont.)
Stage 2c: review algorithm with Arts Council
and stakeholders
statistical linking of
Taking Part & TGI
We would meet with Arts Council once the linking of the refreshed
segmentation and TGI has been done, prior to profiling.
This would be to review the success of the link and confirm that all
parties are happy to proceed to the full profiling stage.
At this point, a review of the Taking Part Year 4 questionnaire shows
that all but 1 of the input variables for statistical linking used in the last
project are available. Therefore the link will be statistically as viable as
in the original project.
13
Proposed approach: Stage 3
Stage 3: in depth profiling of the segments
using TGI, TGI Net
and Taking Part
variables
We would profile all 13 segments – providing key insight on who, if any, have changed
behaviour and why
We will deliver:
• a refreshed arts-based segmentation of the population of England – adults 16+
• profiles of each segment
• recommendations as to:
• how the Arts Council might communicate and engage with different audiences
• potential communication routes to increase arts attendance and participation
• the potential for the Arts Council to reach new audiences – with a greater
focus on digital and social media than previously.
14
Proposed approach: Stage 3
Stage 3: in depth profiling of the segments
using TGI, TGI Net
and Taking Part
variables
We would repeat the analysis of the Taking Part variables to understand arts
engagement, incorporating this into the profiling outputs. For example, this provided rich
insight into drivers /barriers to participation and new attitudinal data on Taking Part Y4
will enhance this.
Using TGI we would profile to give a rounded picture of each segment, and we will be
looking at demographics, lifestyle and behaviours, leisure time use, attitudes and
motivations, and media consumption.
In addition we propose to also use an additional data source, TGI Net, providing greater
understanding of digital behaviour to enrich media consumption profiling. As this would
be a clear enhancement of the original profiles, we have provided an option to remove
this component cognisant of budget constraints.
15
Project outputs
•
We will provide informative outputs to cover all 13 segments
•
This will include
• Excel data tables – including TGI Net
• Profile of all 13 segments in Powerpoint
• This will cover for each segment: Activities and outings summary,
Demographics, Key attitudes, Media summary, Art Behaviour
summary, Internet behaviour summary, Charitable giving &
volunteering summary,Drivers / Barriers
• Will include an executive summary and outline of the research
process
• Recommendations
Costs for deliverables assume use of the 2008 presentation template (using the Arts Council house style) and
imagery, plus 2 new slides to incorporate findings from TGI Net. If any further change is required, costs would
need to be amended accordingly.
16
Proposed approach: TGI data profiling
specification by data source
330 attitude statements
Leisure
Cultural
Eating out
Outings
Hobbies
Holidays
Socialising
Word of Mouth
Media
TV
Newspapers
Magazines
Radio
Cinema
Outdoor
Promotions
Internet
Frequency
Purchases (e.g. Tickets)
Top line uses (e.g. Study, Social Networking)
Visiting sites on (e.g. Listings)
Specific brand sites (300+)
Blogging
Video content viewed (music/concert footage)
Social Network services used
Mobile access
Internet attitudes (c40)
TGI
x
TGI Net
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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Additional Project Output:
Segments will be released on a new TGI dataset (GB TGI
Q4 2010*) available in Choices
*NB The segments will be appended to a single database (Q4) which excludes TGI Net as this is not part of ACE’s subscription
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Golden Questions
•
The final stage of the process would be to provide Arts Council England
with ‘golden questions’ – the key questions to give a reasonably accurate
prediction of a respondent's segment for use on future research.
•
At this point we aren’t able to give parameters (e.g. this will result in 10
questions) but can break it down into its two constituent parts.
•
There is the initial discriminant analysis (or similar technique) which would
be done on all 13 segments.
•
The final step would be to build a model for re-creation, and test its
accuracy.
19
Project plan
Timings are tight. Should more time be needed to take account of internal
sign off procedures these timings will need to be reviewed.
Action
Action Owner
Date
Inception meeting
ACE
28-Feb-11
Consultation meeting with
stakeholders
ACE
03-Mar-11
Segmentation Refresh
TGI
By 18th Mar
Weekly status to ACE
TGI
04-Mar-11
Profiling of segments
TGI
08-Mar – 24
Mar-11
Weekly status to ACE
TGI
11-Mar -11
Weekly status to ACE
TGI
18-Mar-11
Interim debrief
TGI
24-Mar-11
Weekly status to ACE
TGI
25-Mar-11
Report to ACE
TGI
29-Mar-11
Comments on report to TGI
ACE
31-Mar-11
Golden questions –
TGI
w/c 28th
March
Data Source
Taking Part Year
4, TGI Q4 2010,
TGI Net Q4 2010
Taking Part Year
4, TGI Q4 2010,
TGI Net Q4 2010
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Project Team
•
•
•
Please note that some information has been withheld from this section. This
information is being withheld under s40 (2) of the Freedom of Information Act
2000. This is because it is personal information relating to another individual and
therefore constitutes personal data.
We do not have consent to release this information and I do not believe there is a
legitimate public interest in this information being disclosed. The Arts Council has a
responsibility to hold personal data securely in line with the principles of the Data
Protection Act 1998 and releasing this information would contravene the first
principle of fair and lawful processing.
21
Project Team
•
•
•
Please note that some information has been withheld from this section. This
information is being withheld under s40 (2) of the Freedom of Information Act
2000. This is because it is personal information relating to another individual and
therefore constitutes personal data.
We do not have consent to release this information and I do not believe there is a
legitimate public interest in this information being disclosed. The Arts Council has a
responsibility to hold personal data securely in line with the principles of the Data
Protection Act 1998 and releasing this information would contravene the first
principle of fair and lawful processing.
22
Quality Assurance
•
•
•
We comply fully with the MRS Code of
Conduct as company members of MRS.
As a WPP company we are compliant
with Sarbanes Oxley, and ISO quality
standards.
Project managers quality check all
analysis and outputs, and are regularly
audited to maintain standards. All outputs
are checked by project leads
systematically to ensure compliance with
MRS and ISO.
Project Quality Checklist
Job Name:
Job Number:
Author:
Items marked (QP) are mandatory as part of quality procedure
Action
Evidence required
Proposal (QP)
Document & sent to client
Timings (QP)
Document & sent to client
Cost sheet (QP)
Document
Commissionning form with T&C (QP)
Document & client signoff
Approval of targets created/recreated (QP) Document & client signoff
(where applicable)
Deliverables contain checking stamp (QP)
Any client concerns are addressed
immediately. Escalations should first be
addressed to the project lead and to the
Unit Director– Sandy Livingstone
[email protected]
OK
None - visual check
Dates + version # on deliverable name (QP) None - visual check
Deliverable placed in a zipped archive (QP)
Document
Deliverables (QP)
Document & Sent to client
Project quality review (QP)
Completed form
23
Costs
The total cost for all three stages is £48,875 +VAT (£58,650).
The costs are based on estimated timings consisting of –
Director level – 7 days
Associate Director level – 7.5 days
Sub associate level – 19 days
An option is available without inclusion of TGI Net data at a reduced cost of £42,875 +VAT (£51,450).
Assumptions have been made and considered in the above costs for the following:
The Arts council template and house style has not changed since the original segmentation project in 2008
and where appropriate the style and imagery used for profiling will remain the same. Any format/style
change will incur an additional cost.
The final written report will be in the form of PowerPoint presentations as indicated on Slide 16.
All above costs are inclusive of all expenses that may be incurred during the project
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Previous experience:
Department of Health
Client Issue:
Client had a qualitative attitudinal segmentation with multiple groups based on health,
but little knowledge of beyond this and basic demographics etc
Solution:
•
•
•
GfK quantified the clients initial project using an ad-hoc study (5,000 sample) asking
about attitudes and behaviour towards health related issues.
TGI respondents were fused to the Health Foundations respondents, to allow profiling
the segments on wider lifestyle attitudes and behaviour. To conduct an equivalent
large scale survey on all these customers would have had far greater time and cost
implications
Profiles were presented at 10 workshops throughout the England, to embed
throughout the organisation
Impact:
Greatly enhanced the behavioural segment profiles – bringing them to life and
describing them in a language that is common to marketing, media and creative
agencies alike. Allowed SHAs, PHOs and PCTs to make regional assessments of the
national picture.
25
Previous experience:
Financial Services Client
Client Issue:
Client had hypothesis of a brand targets for two new product launches. They wanted
to verify and quantify these groups across its main European markets.
Solution:
• Rigorous statistical analysis using respondent level TGI data helped prove whether
these targets really existed as a relatively homogenous group within the population.
• Using factor analysis of the key attitudes we presented a number of solutions to try
to draw out the discriminating statements. Following agreement on dimensions we
ran two parallel cluster analyses to plot both the brand targets on TGI.
• We were able objectively to prove what opportunities existed in each market they
operated in and make this available in a currency such as TGI to allow sizing and
profiling opportunities.
Impact:
There are specific targets in each market embedded in the client’s brand strategy.
They are now able to market their products directly to banking partners and potential
partners as well as plan and buy media spend directly aimed at each group.
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