visitor finder london cluster presentation
TRANSCRIPT
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Visitor FinderLondon Cluster
Sarah Boiling Claire Porteous
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What we’re going to cover
• Introductions
• Introduction to The Audience Agency
• Visitor Finder
• What you get and how it works
• Key issues for London Museums
• Next steps
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Introductions
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London
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The Audience Agency
• Independent not for profit agency
• Covering England and Wales plus frequent
international work
• Supporting the cultural sector to understand and
grow their audiences
• Services include audience research, community
engagement, marketing consultancy, evaluation
• London and Manchester offices plus regional teams
• ACE commission – Audience Finder
• Visitor Finder is the museums strand of Audience
Finder
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Visitor Finder
• Pilot project in London 2013
• Nine museums
• Standard audience survey
• What we learnt
• Keep it focused
• Most valuable for individual museums rather than strategic
overview
• Support in using and applying important
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Screen shot of visitor Finder
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Visitor Finder - nationally
Insights and practical advice to help
museums develop their visitors through
collecting, understanding and using data
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How it works – three elements
Data-collection
Analysis
Reporting
FRAMEWORK
primary research
HOW-TO
RESOURCESGuidance
Workshops
Facilitation
Application tools
SEGMENTATION
Audience
Spectrum
On-line hub
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How it works - clusters
West
Midlands 1
West
Midlands 2
Cambridge
London
Cornwall
W Yorks
Portsmouth
Manchester
Audience
Finder
Audience
Finder
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The three elements: primary research
• Face to face research of museum visitors
• Assisted self completion surveys
• Paper surveys or tablets (provided)
• Full training provided
• Input data to your SNAP account (if using tablets
this happens automatically)
• Ongoing access to your individual results via
www.audiencefinder.org (compulsory questions)
• Cluster reportPRIMARY
RESEARCH
FRAMEWORK
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Primary research questionnaire
Compulsory questions
All Audience/Visitor Finder
participants
Optional questions
What is important to your cluster
Age
Gender
Ethnic origin
Disability
Postcode
Frequency of attendance
Could be…..
Increasing visit frequency
Maximising cultural tourism
Improving our marketing
Understanding how people are using
digital to engage
What do you need to know – as a group?
Max 2/3 themes
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The nuts and bolts
• Target sample size - 380 surveys between now and
end March 2015
• Quality of data important – try to avoid bias
• Only certain types of visitors
• Only certain days of the week
• Questionnaires left on a desk
• Training provided for your staff/volunteers
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How to resources
• Your facilitator – Sarah then London Manager
• Create your cluster reports
• Explore the implications
• Help you apply
• www.audiencefinder.org
• Audience Development Planner
• Case studies, articles, data, reports
• Workshops
• Digital engagement
• Cultural Tourism
• Audience Spectrum RESOURCES
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On-line access
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Cluster report – quality of experience
0
10
20
30
40
50
60
70
80
90
How welcomingthe staff were
The wholeexperience
Screeningexperience/quality (projection and
sound)
Comfort of theauditorium
Ease of physicalaccess in andaround the[CINEMA]
Information aboutthe film/talk
Value for moneyof tickets
Food & drinkfacilities
Signage aroundthe [CINEMA] (i.e.
directions)
Low Average High
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Cluster report – frequency of attendance
High 10.0
Average 6.7
Low 3.0
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Segmentation: Audience Spectrum
• Population profiling tool
• Splits population into ten groups based on how they
engage with arts and heritage
• Uses postcodes
• Can help you understand existing and find new
visitors
SEGMENTATION
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What it costs
• £275 (plus VAT) per museum for 12 months from
sign up
• Includes:
• Standardised survey
• Analysis of your data
• On-line ‘live’ benchmark
• Detailed cluster report
• On-line resources
• Four workshops
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What are the issues for London museums?
• What do you need to know about your visitors to
help you reach more people and deepen
engagement amongst existing visitors
• Other Visitor Finder clusters
• Understanding cultural tourists
• Understanding use of digital
• Spend in the area
• Satisfaction and motivations
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Possible themes
• Understanding cross over with other museums
• Understanding more about families
• Understanding attitudes towards giving
• How effective are our communications
• How are visitors using digital
• What motivates visitors
• How do they rate the quality of their visit
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Next steps
1. Complete sign up survey
2. Agree your cluster objectives
3. Agree your research questions
4. Sign off your activity plan (including confidentiality
agreement)
5. Fieldworker training
6. Fieldwork
7. Reports and workshops