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Effecting sector-wide change
Workshop B, Sept 27th Learning Event
This document
If an objective of the overall R&D Fund is to achieve a step
change in how the arts engage with and experiment with
new technologies, this workshop was an exploration of who
the main targets should be for the learning content arising
from the fund.
The workshop used personas to explore the different
audiences which participants helped complete and also rank
as to who were the most influential when it came to
overcoming current barriers to change.
This document is a work in progress.
Role
Age

44

Characteristics

Passionate, popular, always looking for the next thing

Most likely to...

Persona Name

Private Foundation Director

retweet a message about a project her foundation has supported

Least likely to...

get back to you in reasonable time

Charlotte
If only my trustees
could see how
different cultural
experience could be in
the 21st century

Frustrations

Influencers

Needs

My board just
don’t get digital
projects enough to
fund them

Other foundation
directors

Better stories to
tell

Wants to fund
risky work

Artists

To bring her
Role
Age

27

Characteristics

Always online, Apple obsessive, loves design blogs

Most likely to...

Persona Name

Marketing Officer at Leading Regional Theatre

attend a social media meet-up (especially if there’s free stuff)

Least likely to...

be able to influence her chief executive

Eve
Frustrations

I love the theatre but
I’m not sure how much
longer I can work
here given how behind
the times they are

Influencers

The theatre’s
website and IT
infrastructure is
out of date

Digital stuff at
the theatre is
limited to
marketing &
comms

Blogs like the
Guardian and
Ideas Tap

There is no
budget or
interest in her
ideas

Her boss knows
less about digital
than her

Her marketing
friends

Needs
A space to test
out her creative
ideas
Role
Age

31

Characteristics

Ideas person, well networked, started coding at puberty

Most likely to...

Persona Name

Director, Creative Digital Agency

own an iPad mini

Least likely to...

not live in Bristol, Brighton or Stoke Newington

Paul
Frustrations

Commercial projects
pay well but what I
really want to do is
just make artvant

When he
approaches arts
orgs he never
gets to talk to the
chief executive

Influencers

Leading digital
thinkers

Artists

Needs

More permission
to be creative
Role
Age

47

Characteristics

Environmentalist, left British Council job to move back home

Most likely to...

Persona Name

Director Arts Council East West

attend a Tacita Dean private view

Least likely to...

comprehend the sales figures of Modern Warfare 3

Rachel
Frustrations

I know that digital
stuff is the future.
I’m just not quite
sure how to get there

When I talk about
digital strategy I
don’t really
understand what
I’m saying

Influencers

Arts leaders

Colleagues

Journalists

Needs
TO be more
comfortable
talking about
digital
Role
Age

40

Characteristics

Respected, canny, always with a Moleskine at hand

Most likely to...

Persona Name

Director of leading dance company

want to know the bottom line on your project idea

Least likely to...

admit that digital stuff makes her feel old

Rebecca
Frustrations

It’s SO exciting & full
of potential...
I really must find the
time.

Keeping
‘traditional’
work going while
attempting to
innovate.

Not knowing who
to talk to.

Feeling outmoded
Never having the
and like the
right equipment
world is running
- hardware &
while I’m
software.
walking.

Influencers
Other dance
companies - often
international.

Funding bodies.

Emerging
choreographers /
dancers.

Needs
Better
understanding of
audience
behaviours &
expectations.

Risk-free time &
space to work with
innovators.

Digital coproducers.
Role
Age

37

Characteristics

Digital enthusiast, cross-disciplinary, more ideas than time

Most likely to...

Persona Name

Theatre Director

Host a TEDx event in his venue

Least likely to...

cancel your lunch appointment

Tim
Frustrations

Come on (arts)
world: catch up.

Influencers

Not enough coproducers to make
amazing digital
work with.

Difficult finding
assistant
producers to
bring in to
manage projects.

Innovation gurus
& journalists

Hard to get
funding for highrisk experimental
work without predefined outcomes.

No room for
failure - & this
is all about
experiment!

MIT

Needs
Other ‘digital
arts companies’

Space to try
things out

Higher profile /
showcasing

More people to
work with!
Role
Age

46

Characteristics

Anti-digital, passionate, has worked here for over a decade

Most likely to...

Persona Name

Head of Education & Outreach, major international festival

roll her eyes every time the word Twitter is mentioned

Least likely to...

have vintage festival posters on her office wall

Jackie
Frustrations

The main focus of my
work is taking the arts
into schools and
communities, I’m concerned
about the lack of success
of digital projects.

Digital will dilute
her ability to do
her normal job

She doesn’t know
any good digital
project examples

Influencers

Festival colleagues

The learning
curve is a
burden & digital
constantly changes

Educator

Needs
Confidence that
digital projects
understand the
art form
Role
Age

62

Characteristics

Conservative, highly connected, financially oriented

Most likely to...

Persona Name

Museum Board member, ex-head of KPMG

play golf with the a member of the Cabinet

Least likely to...

have met any staff members other than those at board level

Iain
Frustrations

We have a responsibility to
maintain the quality of
collections available to us. Those
collections are our core
business, ensuring good visitor
numbers. All other projects
are secondary to that.

Devices in
museums
endanger a
quality visitor
experience

Influencers

Ex-colleagues and
clients who he
sees at events

Needs

Detailed value
proposition &
financial model
before he can
support a project
Role
Age

29

Characteristics

Connected, curious, inventive

Most likely to...

Persona Name

In-house digital lead for large regional visual arts gallery

be jealous of his university friends working in funded start-ups

Least likely to...

thinking setting up a Groupon deal is a good idea

Simon
“I know that tweeting and
managing the digital estate and
databases is my job but there’s
so much more we could do with
digital”

Frustrations

Constantly having
digital ideas
knocked back

Line manager has
no digital
experience

Influencers
Developers he
meets at meetups,
conferences and
hackdays

Needs

Agency and a safe
space to try
things out

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Digital R&D 27-9-13 Learning Event Persona & Sector Change Workshop

  • 1. Effecting sector-wide change Workshop B, Sept 27th Learning Event
  • 2. This document If an objective of the overall R&D Fund is to achieve a step change in how the arts engage with and experiment with new technologies, this workshop was an exploration of who the main targets should be for the learning content arising from the fund. The workshop used personas to explore the different audiences which participants helped complete and also rank as to who were the most influential when it came to overcoming current barriers to change. This document is a work in progress.
  • 3. Role Age 44 Characteristics Passionate, popular, always looking for the next thing Most likely to... Persona Name Private Foundation Director retweet a message about a project her foundation has supported Least likely to... get back to you in reasonable time Charlotte If only my trustees could see how different cultural experience could be in the 21st century Frustrations Influencers Needs My board just don’t get digital projects enough to fund them Other foundation directors Better stories to tell Wants to fund risky work Artists To bring her
  • 4. Role Age 27 Characteristics Always online, Apple obsessive, loves design blogs Most likely to... Persona Name Marketing Officer at Leading Regional Theatre attend a social media meet-up (especially if there’s free stuff) Least likely to... be able to influence her chief executive Eve Frustrations I love the theatre but I’m not sure how much longer I can work here given how behind the times they are Influencers The theatre’s website and IT infrastructure is out of date Digital stuff at the theatre is limited to marketing & comms Blogs like the Guardian and Ideas Tap There is no budget or interest in her ideas Her boss knows less about digital than her Her marketing friends Needs A space to test out her creative ideas
  • 5. Role Age 31 Characteristics Ideas person, well networked, started coding at puberty Most likely to... Persona Name Director, Creative Digital Agency own an iPad mini Least likely to... not live in Bristol, Brighton or Stoke Newington Paul Frustrations Commercial projects pay well but what I really want to do is just make artvant When he approaches arts orgs he never gets to talk to the chief executive Influencers Leading digital thinkers Artists Needs More permission to be creative
  • 6. Role Age 47 Characteristics Environmentalist, left British Council job to move back home Most likely to... Persona Name Director Arts Council East West attend a Tacita Dean private view Least likely to... comprehend the sales figures of Modern Warfare 3 Rachel Frustrations I know that digital stuff is the future. I’m just not quite sure how to get there When I talk about digital strategy I don’t really understand what I’m saying Influencers Arts leaders Colleagues Journalists Needs TO be more comfortable talking about digital
  • 7. Role Age 40 Characteristics Respected, canny, always with a Moleskine at hand Most likely to... Persona Name Director of leading dance company want to know the bottom line on your project idea Least likely to... admit that digital stuff makes her feel old Rebecca Frustrations It’s SO exciting & full of potential... I really must find the time. Keeping ‘traditional’ work going while attempting to innovate. Not knowing who to talk to. Feeling outmoded Never having the and like the right equipment world is running - hardware & while I’m software. walking. Influencers Other dance companies - often international. Funding bodies. Emerging choreographers / dancers. Needs Better understanding of audience behaviours & expectations. Risk-free time & space to work with innovators. Digital coproducers.
  • 8. Role Age 37 Characteristics Digital enthusiast, cross-disciplinary, more ideas than time Most likely to... Persona Name Theatre Director Host a TEDx event in his venue Least likely to... cancel your lunch appointment Tim Frustrations Come on (arts) world: catch up. Influencers Not enough coproducers to make amazing digital work with. Difficult finding assistant producers to bring in to manage projects. Innovation gurus & journalists Hard to get funding for highrisk experimental work without predefined outcomes. No room for failure - & this is all about experiment! MIT Needs Other ‘digital arts companies’ Space to try things out Higher profile / showcasing More people to work with!
  • 9. Role Age 46 Characteristics Anti-digital, passionate, has worked here for over a decade Most likely to... Persona Name Head of Education & Outreach, major international festival roll her eyes every time the word Twitter is mentioned Least likely to... have vintage festival posters on her office wall Jackie Frustrations The main focus of my work is taking the arts into schools and communities, I’m concerned about the lack of success of digital projects. Digital will dilute her ability to do her normal job She doesn’t know any good digital project examples Influencers Festival colleagues The learning curve is a burden & digital constantly changes Educator Needs Confidence that digital projects understand the art form
  • 10. Role Age 62 Characteristics Conservative, highly connected, financially oriented Most likely to... Persona Name Museum Board member, ex-head of KPMG play golf with the a member of the Cabinet Least likely to... have met any staff members other than those at board level Iain Frustrations We have a responsibility to maintain the quality of collections available to us. Those collections are our core business, ensuring good visitor numbers. All other projects are secondary to that. Devices in museums endanger a quality visitor experience Influencers Ex-colleagues and clients who he sees at events Needs Detailed value proposition & financial model before he can support a project
  • 11. Role Age 29 Characteristics Connected, curious, inventive Most likely to... Persona Name In-house digital lead for large regional visual arts gallery be jealous of his university friends working in funded start-ups Least likely to... thinking setting up a Groupon deal is a good idea Simon “I know that tweeting and managing the digital estate and databases is my job but there’s so much more we could do with digital” Frustrations Constantly having digital ideas knocked back Line manager has no digital experience Influencers Developers he meets at meetups, conferences and hackdays Needs Agency and a safe space to try things out