A while back, this reader’s letter to Private Eye Magazine about ACE’s Illuminate data collection was doing the rounds. It’s lucky that Lunchtime O’Boulez understood that their frustrations should be directed towards ACE and not the Philharmonic Orchestra!

With the new ACE Illuminate survey template in place, we wanted to share an evaluation tip for anyone collecting data outside of the Illuminate platform.

If your survey tool allows you to add explanatory text, then include some! It’s important that individuals know why you’re asking the questions that you’re asking, and what that data will be used for.

For all our client surveys, we include an introduction to the demographics section, which sits right at the end of the survey.

✂ Here is some example text – please feel free to cut and paste it at your will.

“We would now like to ask you some questions about yourself. These questions are more personal, and if there are any that you’d rather not answer, you can always select ‘Prefer not to say’ or skip to the next question – it is just as important for us to demonstrate when someone does not want to share such information.

Some of the questions are created by Arts Council England and all funded organisations, including [insert organisation name], are required to ask these questions to their visitors. This helps the Arts Council understand and respond to audience patterns across creativity and culture. Other questions, although not required by Arts Council England, help us better understand and serve our communities at [insert organisation name].”

Kate Fitzgerald Consulting Limited offers a range of audience research services for arts and cultural organisations. If you would like a chat to discuss any needs you may have, do get in touch – we’d love to hear from you.