‘Audience Atlas Victoria 2024’ is a report based on 2876 responses to questions about the appetite for arts and culture in Victoria, conducted by research consultancy Morris Hargreaves McIntyre and published by Creative Victoria.
So how did just over 2800 respondants come to represent the 5.08 million Victorian adult population? Audience Atlas Victoria employed a weighting procedure that represented the state’s demographic composition (age, gender, education level, cultural background etc), as well as regional sampling and adjustments based on the 2021 Census to correct imbalances in regional representation. While the sample represents only a portion of the total population with findings based on extrapolated responses, the study provides a confidence interval (margin of error) of +/- 1.83%
