Vindra Territorial
Understand the wellbeing your citizens want before you decide what to programme
A population-wide motivational map for deciding and evaluating public cultural policy, without starting from any existing offer.
Do you set cultural policy for an area? Read the version for decision-makers
Illustration with made-up data. It doesn't show any real place.
The value of public culture goes well beyond its direct contribution to GDP
Its biggest effects can be indirect, and the link between the arts and health is the clearest case.
For cultural policy to capture that value, it needs to know what wellbeing people actually want, and to design its evaluation to measure it.
That is what Vindra Territorial does.
What we do
We take Vindra's motivational method to the scale of your area: a neighbourhood, a city, a province or a whole region.
- Anonymously
- The questionnaire is run without identifying anyone.
- With the general population
- We ask the people who live in the area, not one particular audience.
- No existing offer assumed
- The diagnosis doesn't start from any current programme.
Deliberate Openness: we don't assume what should be on offer
The result is a population-wide motivational map that reveals kinds of wellbeing your current programming doesn't yet provide. It measures the wellbeing people want, not what is already on offer, which is why it points to what the current programme has never looked for.
| Aspect | Measuring the current offer | Deliberate Openness |
|---|---|---|
| Starting point | The programme that already exists | No existing cultural offer |
| What it measures | Current offer | Desired wellbeing |
| What it reveals | How what's already there performs | What the current programme has never looked for |
The indicators you get
The study delivers wellbeing and equity indicators, not just attendance figures, so you can decide now and evaluate later.
| Indicator | What it measures | Which decision it informs |
|---|---|---|
| Motivational map | How the population's motivational profiles are spread across zones and groups | Where, and for whom, to design programming |
| Unmet wellbeing gap | The difference between the wellbeing people want and what the current offer covers | Which new strand to open and which to strengthen |
| Social connection | Ties and perceived loneliness in each area | Where culture can be a place for people to meet |
| Perceived health and wellbeing | Self-reported emotional wellbeing and mental health | Which groups to prioritise in health-focused programmes |
| Participation equity | Who takes part and who is left out, by zone and profile | How to share out resources fairly |
| Change over time | How the indicators shift when the measurement is repeated | Whether the policy is achieving what it set out to do |
What you get
Decisions based on really listening to citizens
Design policy and set budget priorities on evidence, not hunches.
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Evaluation designed to capture wellbeing
The indicators also measure social connection and health, not just attendance.
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In line with the European aim
We agree with the EU that audience development should serve equity and participation, not commercial optimisation.
Full control of the data
It belongs to whoever commissions the study (a city council, a provincial authority or a cultural organisation) and is never passed to third parties without their explicit decision.
Cultural policy that starts with citizens, not with the offer
Tell us which area you're responsible for and we'll talk about how to bring Vindra Territorial to its scale. We work in English and Spanish.