Audience Development and Visitor Engagement - the research tool kit
One way of attracting visitors - good cakes in the café!
How should you set about visitor market research as part of a
programme of audience development and visitor engagement? The case study on the link below sets out a
method for understanding the profile and background of past and current
visitors toa major multi site museum
and heritage attraction that can then lead on to creating an audience development
programme for attracting new visitors, encouraging repeat visitors and importantly ensuring that both are entertained and engaged during the visit. The case study covers the requirement to gather and measure the
views of visitors and ‘non visitors’ on the attraction ‘offer’. Overall the approach
is aimed at determining who the visitors are, where they come from, what their
needs are in terms of the visit and to identify gaps in both the product
offering as well as communications, pricing, on site facilities etc.