cercetare audienta

8/3/2019 cercetare audienta

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Audience research understanding your visitors

Sarah Boiling, Audiences London

Jo Healy, Photographers Gallery

(c) Audiences London 2011


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Do you know?

Who your visitors are? Where they live?

How long they spent visiting your museum?

ow ey oun ou a ou your museum Why they decided to visit your museum?

If they would recommend your museum?

How they rate different aspects of their visit?

If they consider themselves specialists?



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we do


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And weknow how

wecompare to

our peers


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This is how it works

Standardised visitor survey questionsCore and optional

Primary research amongst visitors

On-line data hub

Data entry

Individual gallery reports

Overall and cluster benchmark reports



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Background and history

ACE funding LVAMG collaborative working

AL consultation amongst galleries - 2008

Considerable individual research Not standardised

Appetite to share and compare

Pilot research 2009/10

Full year of research 2010/11



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Standardised visitor surveyquestions. and answer codes

Core: demographics Age

Gender

Optional: Visit actions + length of visit

Information sources


Postcode

Ethnic origin

Rating of experience

Knowledge of art

Crossover

Group composition

Open question


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Primary research & supportprogramme

Assisted self completion questionnaires Galleries own staff

Results only as good as the data that goes in

Fieldworker training

Project space

Handbook



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Why benchmark?

My ownMy

visitors in Stake -

Understanding and insight


v s ors

context o ers

Who am I reaching/notreachingWhat do they think How effective is mymarketing

How am I doing compared to theaverage/my peersWhat is the visitor crossoverWhat is the opportunity to worktogether

What is the impact /reach ofour investmentWhat are the audience trendsWhat is the reach/opportunityof our sector


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What weve learnt

London gallery audience is predominantly female, aged20-34 and white

g propor on o n erna ona v s ors overseas55%UK

96 countries represented



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Visited before?



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Why has it worked?

Established group trust Shaped by galleries own needs

Bottom up not top down

Credible

Flexible

Simple

Stakeholder support (and funding!)



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Whats next

For heritage Shh London

National roll out to 5 pilot regions via Turning Point plus Wales

For museums

Lets talk !



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Thank you


[email protected]

cercetare audienta

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