Ideas
Tap-In: Reimagining Metrics for Equity in the Cultural Sector
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Micronomy believes in the power of metrics — what we measure, how we measure, and how reimagining the metrics can drive change. This philosophy became central to our collaboration with Plymouth Culture, who commissioned us to design and develop Tap-In, (in partnership with Controlled Frenzy), a super simple QR code-based way for local people to show their support for entertainment, arts, creativity and culture opportunities across the city. This addressed a vital need within Plymouth’s cultural sector: ensuring both equity and honesty in the data collected and providing a more accurate picture of the city’s cultural landscape.
Tap-In’s first phase launched during British Art Show 9, with a simple yet effective concept. This accessible tool allowed venues of all shapes and sizes to capture rich, real-time data from the people who mattered most: their audiences. Based on the science of micro-interactions, these small interactions repeated over time built data and insight, showing support and demand where previously, at some cultural venues, no data had been available.
By levelling the playing field, Tap-In provided insights that reflected the true value and impact of cultural spaces across the city.
This work wasn’t just about data collection; it was about fostering connection, creating equity, and building a deeper understanding of the cultural ecosystem in Plymouth.
What we learnt from phase one has been used to further refine and develop the Tap-In offer. It is anticipated that work on phase two will begin in early 2025.
Donna Maughan - Founder, Leaadworks"Tap-In was a game-changer for us. As a grassroots cultural venue in Plymouth, we’ve always known our impact went beyond ticket sales—but traditional metrics never told the full story. Tap-In helped us reimagine success, celebrating the value of our audiences, volunteers, and the cultural heartbeat we contribute to the city. It empowered not just our organisation, but the people who make Leadworks what it is — giving them a tangible way to show support and be recognised. Plymouth’s cultural scene is rich, diverse, and full of untold stories. Tap-In helped to bring equity to that tapestry, ensuring every space, every artist, and every audience member counts."