In 2003 and 2009 a large-scale screening for the leisure participation of Fleming was conducted in Flanders. Further doctoral research on these datasets presented a number of lifestyle profiles of the Flemish participants. We at Flanders CultuurNet went to work with the findings from these studies in order to make them suitable in the practice of promoting participation. This resulted in a strategic toolkit ‘view on culture’ that allows the user of the toolkit to create an action plan to attract more potential participants in 5 steps *, taking into account their tastes, preferences and thresholds. The toolkit concludes with a series of references that will lead to the improvements needed which surfaced following the 5 steps (amongst others communications, supply, multiculturalism, accessibility, family friendliness etc. ...). This session introduces you to the five steps that the user of the toolkit follows and you'll get an interactive taste of some of the methodologies and models. * (1) lifestyle profiles, (2) lifestyle profiles in your population /audience, (3) your growth groups, (4) the barriers and how to tackle them, (5) Action Plan. www.congrespodiumkunsten.nl

1. AEN Audiences insight/out
May 30, 2012 - Rotterdam
Peter Bary & Davy De Laeter
(more) people (more) appetite (more) culture:
it is possible
“Goesting”, Dutch colloquial translation of
“appetite” was chosen as most beautiful Dutch
word by the audience of Radio 1, Belgium

2. UiTdatabank content

3. UiTdatabank channels

5. Media channels UiTinVlaanderen.be : web & smart
phone
Belgium’s most
user-friendly
website
Most user-friendly
government or
non-profit website

6. Media channels Vlieg (-12j)

7. UiTiD : events data x personal data

8. UiTnetwerk
> 225 municipalities, cities, regions and provinces promoting culture through 1
information brand

9. UiTnetwerk: what’s up in my region … city …
municipality?
Tailor made listings for on-line & print use

10. UiTnetwerk: marketing tools & knowledge sharing

11. UiTnetwerk services: new kid on the block

12. A strategic tool kit
CultuurNet Vlaanderen
in cooperation with Groep C
and Re-Creatief Vlaanderen

13. What preceded
• Participation survey 2004
> academic publications
• Participation survey 2009
> academic publications
> webtool via participatiesurvey.be
> substudies (eg. life style profiles)

14. What preceded

15. What preceded
• Toolkit lifestyle profiles 2012
> from sociological analysis to practical public mediation with the
substudy lifestyle profiles as the basis

16. A strategic tool kit
• Manual
− synthesis sociologic research
− user guide
• Workshop tools, models, checklists…
• Support:
− online: tools for implementation+ downloads
− survey tool for baseline / effect metering (in progress)
− DIY / light assistance / intense (process management)
assistance

17. A strategic tool kit
• Who for?
− individual organisation: sales, efficiency, profits
− together (eg. UiT city): participation goals, reach certain groups
better (social correction)

18. Five steps to give appetite in style
1. Discover the lifestyles and
their characteristics
2. Put your current audience
on the map
3. Discover your growth
groups
4. Spot barriers and remove
them
5. Speak to your audience in
style (plan of action)

19. Step 1. Discover the lifestyle profiles
You are not your own audience

20. Lifestyle profiles
• Participation survey 2004 and 2009
• Doctorate research Maya Caen: 2009
− gender
− age
− level of education
− work situation
− cultural participation of parents
− after school art studies
− family situation
− size of the social (free time) network
− degree of urbanisation of the home

21. Six cultural lifestyle profiles
Engaged The discoverer The connoisseur
26% 16% 10%
Interested The action seeker The actively relaxing
55% 24% 13%
The enjoying at home
18%
Not interested The abstainer
20% 20%

22. Six cultural lifestyle profiles

23. Six cultural lifestyle profiles

24. The action seeker
24%
✓ ✓ ✓ ✓
✓ ✓ ✓ ✓
✓ ✓

25. Exercise 1
Let’s take 5 minutes to
discover the lifestyles and their characteristics

26. The discoverer
16%
• Broad taste
• Tries a lot
• Open to multicultural influences
• Probably your regular customer
• Greedy for entertainment (sports, blockbusters
and arthouse films, reading, bar and restaurant,
shopping, hiking, partying)
• Often actively engaged in music, visual arts and
theater and member of clubs

27. The connoisseur
10%
• Participates frequently, like the discoverer
• Taste more focused on classic arts, within which
they like to try out something new
• Art museums, classical music and theater, arthouse
films, a good book
• Occassionally amusement parks, zoo
• Often actively engaged in music, visual arts and
theater and member of clubs
• Television very goal oriented (often Canvas, the
Flemish cultural public broadcasting channel)
• The internet hides no secrets from them

28. The action seeker
24%
• Popular forms of culture: the fun, the hits, the
kicks, especially cinema and concerts
• Visual arts and literature can’t charm
• Often goes out: bar, sports club, shopping
• Not very active themselves, unless with
photography
• Watches a lot of TV (commercial networks)
• Frequent media user (TV, daily internet)
• Sometimes culture, inclined to always choose the
same thing

29. The actively relaxing
13%
• Tries out cultural offerings relatively often
• Directed taste: popular concerts and shows
But also art galleries, family shows with the kids,
urban festivals and flea markets.
• Frequent travels and trips, shops a lot
• Enthusiastic non-artistic hobbyists
• Somewhat active in clubs
• No clear pattern in media usage, but little TV

30. The enjoying at home
18%
• Doesn’t participate in culture a lot
• Preference: classic, popular and Flemish forms of
culture, mainly operetta, folk, Flemish hit music
and classical visual arts
• Mainly cultural participation in-house
Out-house offer = obstacle
• Frequent and diverse TV use
• Sometimes non-artistic hobbyists (eg. DIY)

31. The abstainer
20%
• Serious lack of interest
• Prefers to stay at home
• Very occassionally popular, Flemish culture
• Hardest to reach
• Frequent TV watcher
• Reluctant attitude

32. 1. Lifestyles and their characteristics
Step 2. Your current audience
Which lifestyle profiles are you
reaching now and which not yet?

33. Your current audience
The image of every profile is diverse
• specific tastes and preferences (genre, media)
• most important barriers
THUS local research is necessary
• Guessing
• Analysis offer based on the UiTdatabank
• User research of libraries and cultural centers
• Own research / CRM houses
• Survey based on the participation survey
• Online
• Interviews

34. Distribution lifestyle profiles
Percentage in Percentage in Percentage in
Lifestyle profile
Flanders city institution
16%
Discoverer
10%
Connoisseur
24%
Action seeker
13%
Actively relaxing
18%
Enjoying at home
20%
Abstainer

35. Exercise 2
Which lifestyle profiles are you reaching now
and which not yet?
Mark them on the worksheet

36. Six cultural lifestyle profiles
Engaged The discoverer The connoisseur
26% 16% 10%
Interested The action seeker The actively relaxing
55% 24% 13%
The enjoying at home
18%
Not interested The abstainer
20% 20%

37. 1. Lifestyles and their characteristics
2. Your current audience
Step 3. Discover your growth groups
Your audience today and tomorrow

38. Your audience today and tomorrow
• Choose according to your mission
and your environment
• Individual institution <> together

39. Exercise 3
Choose your growth groups according to your own
mission
Mark them on the worksheet

40. Growth groups
Engaged The discoverer The connoisseur
26% 16% 10%
Interested The action seeker The actively relaxing
55% 24% 13%
The enjoying at home
18%
Not interested The abstainer
20% 20%

41. Distribution lifestyle profiles
Lifestyle Percentage in
Offer
profiles Flanders
16%
Discoverer
10%
Connoisseur
24%
Action seeker
13%
Actively relaxing
24%
Enjoying at home
20%
Abstainer

42. Growth groups and their characteristics

43. 1. Lifestyles and their characteristics
2. Your current audience
3. Your growth groups
Step 4. Spot barriers
And remove them

44. Identifying and handling barriers
barriers:
• Practical barriers (eg. transport, time, location)
• Social barriers (eg. social network, how to dress)
• Motivational barriers (eg. staying home, watching TV)
• Information barriers (eg. hours, location, additional costs)
• Agony of choice
• In tool kit: which barriers for which profiles
• worksheets, models, checklists and references

45. Speak to your audience in style
Example: information barrier in airport test
Credits: Guillaume!, Flickr

46. Airport test: identifying information barriers

47. Exercise 4: airport test
Evaluate the information
you provide your
interested audience with,
preceding the activity ✓
✗
Fill out the airport test

48. 1. Lifestyles and their characteristics
2. Your current audience
3. Your growth groups
4. barriers
Step 5. Give appetite in style
Plan of action

49. Exercise 5: actions
Write down the barriers you
wish to eliminate and per
barrier the actions
you plan

50. Conclusion
Giving appetite in five steps

51. Five steps to give appetite in style
1. Discover the lifestyles and their characteristics
2. Put your current audience on the map
3. Discover your growth groups
4. Spot barriers and remove them
5. Speak to your audience in style (plan of action)

52. Questions?
Davy De Laeter
twitter: @davydelaeter
mail: davy@cultuurnet.be
LinkedIn