Collecting and classifying data on audience identity: the cultural background of festival audiences

This article investigates the issues and tensions involved in collecting data from audiences to describe their diversity. It uses data collected as part of a survey of festival audiences to examine (1) how people choose to describe their identity in an open-text question and (2) how classifying complex responses to questions about ethnic or cultural background has implications for analysis. First, data provided through an open-text question in the festival survey were used to establish two classification systems. The results show patterns in the relationship between how people choose to identify themselves and their arts knowledge and appetite. It also shows patterns between what they identify about themselves and their arts knowledge and appetite. The article helps researchers better understand the implications of providing open opportunities for audience members to report the way they choose to see themselves, and of establishing classification systems based on this data for analysis.