Our Partners
The Audience Agency (TAA) is a non-profit research and development organisation with a purpose to help the cultural sector shape a vibrant, relevant offer that serves audiences and communities well. Designed to support an informed and innovative sector in practice and policy, TAA’s consultancy and research is evidence-led and people-centred. This approach underpins a five-pillar programme of services – participation and engagement, impact and evaluation, cultural and creative places, digital transformation, and creative economy for policy – supported by a suite of popular, reliable data products. TAA works across the UK and internationally, with an extensive range of cultural organisations, academic partners, local authorities and funding bodies.
As an organisation that specialises in public engagement with arts, culture and heritage it brings this particular expertise to this proejct. The Audience Agency (TAA) will be contributing to HAMLET through various key activities, such as leading dissemination of findings, supporting the development of AI tools that adapt cultural content to audience needs, and providing analytics to understand engagement trends. Additionally, TAA is actively involved in some of the pilot programmes including stakeholder engagement, and providing collaboration spaces to explore ethical, societal, and cultural aspects of AI technologies. It will seek to integrate other research into Aim which TAA is undertaking as other parts of its work.
Meet the Team
Stephen Miller
Chief Technology Officer
An accomplished technologist with over 20 years of experience working across charities, research organisations, local and health authorities, governments, and businesses. As Chief Technology Officer at The Audience Agency (TAA), Stephen has been instrumental in overseeing the transformation of the organisation’s data architecture to support its strategic goals. He leads the development of digital data services and systems that underpin consultancy and services, ensuring the robust integration of data-driven insights into decision-making across the arts, culture, and heritage sectors. Stephen is leading on ethical artificial intelligence (AI) and machine learning (ML) initiatives. Stephen and colleagues are collaborating with an Independent Scientific Advisor from the Alan Turing Institute to harness machine learning for automating the tagging of millions of performances collected from cultural organisations across the UK. This work significantly enhances the scalability and depth of audience insights provided by TAA’s services.
Jonathan Goodacre
Senior Consultant and International Lead
Jonathan is responsible for the international work of The Audience Agency, which helps cultural organisations to understand and engage with the public, specialising in evaluation, training and audience development. Recent international work has included leading the evaluation of the British Council UK France Season, the International Collaborations strand of the Birmingham 2022 Festival and Galway 2020 European Capital of Culture. He was instrumental in the research of the Future Museums initiative, as well as the Creative Europe Adeste+ and Asset projects. Until recently he was a pedagogical team member of the European Diploma in Cultural Project Management and the Visegrad Summer School. Jonathan originally studied Economic and Social History and Sociology at the University of York, then worked for two decades in a variety of cultural organisations ranging in scope from pop music to experimental performance art, before joining The Audience Agency in 2013.
Funded by the European Union [GA 101178362]. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Research Executive Agency (REA). Neither the European Union nor the granting authority can be held responsible for them.
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