Audience Segmentation Ways of looking at visitors Elaine Heumann Gurian 2007.
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Transcript of Audience Segmentation Ways of looking at visitors Elaine Heumann Gurian 2007.
Audience SegmentationWays of looking at visitors
Elaine Heumann Gurian2007
INTRODUCTION• This was written to help
museum staff dissect their users into segments.
• This power point allows a staff to first segment their audience and then consider the needs of each subset and the best way to customize their offerings in order to better serve each group.
• The concept of audience segmentation is often new to members of staff.
• When using please credit.
Social groups: (volitional users)Such as:• Families• Couples• Cohorts / Friends• Individuals
Organized GroupsFor example:• Classrooms• Tours and Clubs• Camps and summer programs
Levels of Engagement:Examples could include:• Expert / Novice• Skimmers, dippers, divers• Number of times visiting this
museum.
Dallas Museum of Art: Levels of Engagement with Art.
Basic Facts• Gender• Age• Language• Occupation• Economic Status• Ethnicity• Family structure• Education• Disability
• O’Neill, Mark, Museums and Their Communities, The Manual of Museum Planning, 2nd Education, Lord, Gail Dexter & Lord, Barry, ed, AltaMira Press, 1999, p.27.
MOTIVATIONS / EXPECTATIONS• Socializing / congregant
behavior.• Reverential/ spiritual.• Entertainment, leisure,
enjoyment. • On a personal quest.• Homework, fulfill an assignment.• Unique exhibition, blockbuster.• Good for the family, children.• Escape from chores.
• Soren, Barbara J. Meeting the Needs of Museum Visitors, in Lord, Gail Dexter and Lord, Barry, The Manual of Museum Planning, Alta Mira, 1999, p.58.