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Audience Atlas Victoria 2025 Launch
When: Thursday, February 6, 2025, 9.30am – 10.30am AEST
Cost: Free, but bookings essential
Creative Victoria is delighted to launch the latest Audience Atlas Victoria report.Commissioned by Creative Victoria, and conducted by Morris Hargreaves McIntyre, Audience Atlas Victoria offers a comprehensive profile of the Victorian culture market.
This latest report follows previous editions published in 2013 and 2019. The report examines the shifts experienced in the five years since the last study, and provides in-depth insights into audience attitudes, motivations, and behaviours.With detailed data on all sectors of the creative industry, the Atlas provides Victorian creatives and creative organisations with a powerful tool to support development and growth in changing social and economic conditions.
Join Andrew McIntyre (Director and Co-Founder, Morris Hargreaves McIntyre) as he outlines the key findings of the 2024 study and shares how use the insights in your creative practice or organisation.
Andrew McIntyre, Director, Morris Hargreaves McIntyre
Andrew is co-founder of the award-winning strategic consultancy Morris Hargreaves McIntyre, renowned for working with the most forward-thinking arts and cultural organisations in Australia and around the world, helping them become truly vision-led and audience focused.
Fascinated by what makes people tick, Andrew has become a leading authority on arts audiences; their needs, motivations and behaviour. Pioneering new ways to understand the market, his work helps individual organisations and the sector build genuine, deep, rich, and rewarding human relationships.
Andrew is the brains behind Culture Segments, the first psychographic segmentation system to draw on deep-seated cultural values and beliefs, now in fifteen countries and rapidly becoming the industry standard for arts and cultural sector audience understanding.
Andrew is the creator of the 7 Pillars of Audience-focus and the Spectrum of Audience Engagement, both major contributions to museum policy development. Andrew has served as Chair of the Visitor Studies Group UK and teaches and lectures widely.
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