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?
(c) Audiences London 2011
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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
(c) Audiences London 2011
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Standardised visitor surveyquestions. and answer codes
Core: demographics Age
Gender
Optional: Visit actions + length of visit
Information sources
(c) Audiences London 2011
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
(c) Audiences London 2011
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Why benchmark?
My ownMy
visitors in Stake -
Understanding and insight
(c) Audiences London 2011
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?
(c) Audiences London 2011
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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!)
(c) Audiences London 2011
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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 !
(c) Audiences London 2011
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Thank you
(c) Audiences London 2011