Visitor FinderLondon Cluster

Sarah Boiling Claire Porteous

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

Introductions

London

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

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

Screen shot of visitor Finder

Visitor Finder - nationally

Insights and practical advice to help

museums develop their visitors through

collecting, understanding and using data

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

How it works - clusters

West

Midlands 1

West

Midlands 2

Cambridge

London

Cornwall

W Yorks

Portsmouth

Manchester

Audience

Finder

Audience

Finder

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

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

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

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

On-line access

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

Cluster report – frequency of attendance

High 10.0

Average 6.7

Low 3.0

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

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

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

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

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

Thanks

Sarah.Boiling@theaudienceagency.org

Claire.Porteous@theaudienceagency.org