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Festival audiences: The stories data tell us - 23 September, 2021

British Council's Festival Connections


23 September, 2021 | 3:00 pm - 5:30 pm IST | Digital Event

This event was a part of British Council's ongoing Festival Connections series, which has focused on building a platform for discussion, engagement, knowledge sharing, and peer learning for the Indian cultural festivals sector since August 2019; in partnership with Arts and Culture Resources India (ACRI) and Art X Company.


This Festival Connections digital workshop was targeted at festival professionals and explored the use of data and its application in understanding festival audiences. The session emphasised the importance of data and its efficient use for building and expanding a dynamic events market.

A panel of 4 leaders in the sector was put together to help participants collect relevant data and help understand their audience better. The panel included Jonathan Goodacre, Senior Consultant, The Audience Agency, Abhinav Budhiraja, Managing Partner, TagBag, and Anu George, Head of Growth, Paytm Insider, moderated by Tulika Yadav, Ex-CMO, Paytm Insider.

The session started with Jonathon introducing types of data, collection methods, and uses of this data for understanding the audience's motivations, needs, and hesitations. He highlighted the importance of recognising the aims and objectives of said research/ data collection for efficient implementation. The first part ended with an interactive exercise for the participants where they worked in groups to identify their potential audiences, and barriers in data collection.

Next up, Abhinav Bundhiraja, taking from his political and creative background, referred to politics as a festival-based ecosystem where every rally, press conference is a new event. Presenting a case study on the political board game 'SHASN', he demonstrated the importance of custom data, growth strategies, and content creation in response to your specific market. He specified how custom data can help in understanding what your market likes and demonstrated how you can gauge their interest through audio-visual marketing strategies. After data collection, Anu George spoke about ways of interpreting data and using it for structured programming and marketing. She pointed out the power of trends and their use for executing a successful campaign/ festival.

The session came to an end with a lively Question and Answer round with the participants.


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