Use the Audience Finder Data Tools to benchmark your audience data against your local population and other organisations in your sector.

Welcome to Audience Finder Scotland

Explore mapping tools to identify potential growth areas to target your above-the-line marketing

See the true reach of your organisation against the latest Experian® household directory

Use sector-level benchmarks to compare & understand your slice of the cultural pie

Contribute to the bigger picture of national data, which will be used for cultural advocacy

Provide evidence of your audience demographics to funders, trusts & foundations

Profile your audiences’ cultural habits using Audience Spectrum & Mosaic Scotland


Audience Finder Original

The essential way to begin understanding your audiences.

Audience Finder Original is the arts and culture sector’s only free, national, truly data-driven audience development tool. Our technology, research and expertise empower organisations to easily understand, compare and apply audience insight in order to build resilience and strong, lasting relationships with audiences​.

Audience Finder Answers

The next generation of audience insight for the cultural sector in Scotland.

We’ve been talking to our users a lot recently. We asked what you really need your audience data for, and what stops you from getting the most out of it. Your answers became Audience Finder Answers: the new insight tool, designed to make it easy for you to find the information you need the most and use it effectively to achieve your audience goals.

Audience Finder Show Stats

The revolutionary insight platform for touring organisations and ticketed venues.

Show Stats is the revolutionary audience insight tool that allows touring companies and organisations to see their audiences on a performance-by-performance basis, across a full tour, season or in custom groupings of their choice. Audience Finder Show Stats provides invaluable insights to create the strongest possible integrated marketing plans or to build effective cases for funding and partnership work.

Audience Finder Plus

Take your data journey further with our range of tailored services.

Subsidised by our funders, this range of highly affordable tools and services will help you get a bit more out of Audience Finder. Developed with our users, each of these services helps tailor Audience Finder to meet more specific needs.

Audience Finder Community

Be part of the UK’s largest arts, culture and heritage community of data users.

The Audience Finder Community is where you will find the resources required to help you get the most from the tools and services available, and offers a space to interact with other users and like-minded arts professionals.

Audience Spectrum

The most powerful segmentation tool for the cultural sector.

Audience Spectrum segments the whole UK population by their attitudes towards culture, and by what they like to see and do. There are 10 different profiles that you can use to understand who lives in your local area, what your current audiences are like, and what you could do to build new ones. Audience Spectrum is the most accurate tool the sector has ever had to help target audiences, and include a wider public.

Protecting Your Organisation’s Data

The Audience Agency, as custodian of the national Audience Finder dataset, is fully committed to protecting the personal information of the audience members (data subjects) who entrust their data to the arts and cultural organisations (data controllers) that use the Audience Finder service. We consider it our duty to maintain the trust and confidence of every audience member, and every data controlling organisation on whose behalf we provide the Audience Finder service. We will protect and process all personal information in accordance with both the letter and the spirit of the relevant data protection regulations.


  • Free automated data extraction from compatible ticketing systems
  • Free standardised national survey, with your choice of methodology
  • Access to suite of handy dashboard tools to analyse your data
  • Friendly support team available Monday to Friday, 10am–6pm
  • 24/7 access to online Knowledge Base and Community Forum
  • Training and User Community events throughout Scotland

GDPR & Data Security

Find out how we collect,
process, use and
keep your data secure.


Ready to get started?
We’ll be with you every step of the way

We are now onboarding ticketed organisations, touring organisations and all organisations who wish to use the national standardised survey, which is suitable for both ticketed and non-ticketed organisations.

If you have any questions, please contact our Support Team by emailing or phone 0207 260 2505.

Creative Scotland is 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.

We enable people and organisations to work in and experience the arts, screen and creative industries in Scotland by helping others to develop great ideas and bring them to life.

We distribute funding from the Scottish Government and The National Lottery.

The Audience Agency is a mission-led charity: our purpose is to enable cultural organisations to use our national data to increase their relevance, reach and resilience.

We believe arts and culture have the power to improve the quality of people’s lives, to create meaning and community, to promote empathy and learning. The more citizens are involved in shaping culture and taking part, the greater the power. Our mission is to give the public a voice in shaping a vibrant, relevant culture.