Take part in the Missing Audiences Survey

22 November 2021


The Missing Audiences survey – delivered by the Insights Alliance – is designed to help cultural organisations find out what is holding audiences and visitors back from attending so you can put their needs at the heart of your planning. Missing Audiences is free for cultural organisations in the UK.

The Survey is designed to:

• help cultural organisations discover why some previously frequent audiences and visitors have not yet returned since Covid
• interrogate whether non-attendance is related to Covid safety or other factors, and what activities audiences and visitors feel comfortable doing
• measure audience confidence levels and appetite for safety measures
• reassure audiences and visitors, and facilitate open conversation
• give organisations the information needed to create impactful and targeted re-attendance campaigns and keep audiences at the heart of future plans

Missing Audiences is free to take part in, you’ll have access to your results in real time and you’ll also be part of a national benchmark, building up a picture of cultural audiences across the country for the benefit of all.

Registrations are now live for wave 2 which will take place in January/February 2022.

Register to take part in wave 2 here: https://rb.gy/rlhjb7

For further information, please contact flo.carr@indigo-ltd.com or visit https://www.indigo-ltd.com/research-programmes/missing-audiences

Deadline: Saturday 01 January 2022 at 5pm.


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Scottish Music Industry Association

16 Argyle Court, 1103 Argyle Street,


G3 8ND 

+44 (0) 141 478 0228



The Scottish Music Industry Association receives Regular Funding from Creative Scotland, the public body that supports the arts, screen and creative industries across all parts of Scotland on behalf of everyone who lives, works or visits here.

Creative Scotland distribute funding from the Scottish Government and The National Lottery.