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 to a 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.

Click here to see the case study