Leo Sharrock

Leo has been working to help cultural organisations to use data to drive better planning and decision making for more than 15 years. His early roles were based around the use of market intelligence to improve audience development work. Later he moved into local government using data to drive increased uptake and sustainability of funded arts, cultural and heritage facilities. Leo joined the Audience Agency to help conceive, deliver and develop the Audience Finder insight sharing programme - now the largest source of aggregated audience data and insight in the world, as well as playing a lead role in the development of Audience Spectrum, the arts and culturally based population profiling tool now widely used throughout the cultural sector in the UK. Leo recently co-wrote and edited a new resource, commissioned by the Arts Council of England, to help cultural organisations understand how they can collect and share audience data to collaboratively grow audiences in compliance with their obligations under data protection regulations (www.audiencedatasharing.org). Leo has a Masters in Shakespeare Studies, gained at the Shakespeare Institute in Stratford-upon-Avon (University of Birmingham). He has a special interest in Renaissance Theatre. He's kept busy by four children, and when time allows, he's a keen cyclist.