Getting to Know You: Using Visitor Data Intelligently

20 September 2017, Royal College of Surgeons of Edinburgh

Museums Association MP Seminar

If you want to understand how visitor research can be used in your museum, don’t miss this one-day conference exploring the different ways data can be used, from diversifying audiences and supporting fundraising to planning exhibitions and events.

Our expert line-up of speakers share best-practice approaches to collecting audience data and showcase how museums can use audience research to create change and meet strategic objectives.

Follow this event on Twitter: #MAVisitorIntelligence


Andrew McIntyre
Co-Founder, Morris Hargreaves McIntyre


A co-founder of Morris Hargreaves McIntyre, Andrew McIntyre is one of the UK’s leading authorities on audience motivations, behaviour and responses.

He discusses how museums can use visitor insight to shape their strategy at every level, using the example of research carried out for the Western Australian Museum to reimagine the role of the museum in the 21st century.


Genevieve Adkins
Assistant Director of Public Programmes, National Army Museum


Genevieve Adkins is responsible for developing the National Army Museum’s public programmes, events, exhibitions, digital media and learning activities to engage a variety of audiences. She is the former director of the Centre of Culture at the University of the Highlands and Islands, and Head of Interpretation at Historic Environment Scotland.

She discusses how a strategic approach to using audience data and insight has led to a radical change in the way the National Army Museum works with its audiences.

Christina Lister
Communications Consultant


Christina Lister is an award-winning communications and marketing consultant and a specialist in marketing and audience development strategy.

She shares practical ways that small to medium sized museums can consult non-users.

Oliver Mantell
Director of Consultancy, Manchester, The Audience Agency


Oliver Mantell is an audience researcher and consultant, with a background in audience development, segmentation and benchmarking.

Mantell looks at why segmentation is useful for museums and shares some findings from its museum benchmarking work.


Susie Ironside
Visitor Studies Curator, Glasgow Museums


Susie Ironside is responsible for co-coordinating and managing audience research across Glasgow Museums. She is also co-chair of the Visitor Studies Group Committee.

She discusses how the results from a year-long survey across Glasgow Museums’ nine venues are helping inform audience development planning and diversification.

Elaine Macintyre
Digital Media Content Manager, National Museums Scotland


Elaine Macintyre oversees the creation and commissioning of all the content published across National Museums Scotland’s website, blog and social media channels, including stories, films and games. Through social media and the award-winning Explore website, the aim of the team is to open up access to our collections to online visitors around the world.

Macintyre discusses how different tools can give museums a clearer picture of who their online audiences are.


Laura Crossley
Museums and Cultural Consultant


Laura Crossley specialises in audience research and development, funding bids, and evaluation. She collects data using a number of different methods, from surveys and focus groups to creative approaches.

Much of her audience research work has informed major HLF bids and projects.

She looks at how visitor research can be used to support fundraising applications, and how to create an evaluative culture at your museum.


David McLeod
Museum Marketing and Visitor Services Officer, Surgeons’ Hall Museums Edinburgh

David McLeod manages the marketing and digital content of the Surgeons’ Hall Museum.

He shares the results of the organisation’s first foray into audience research.



Sarah-Jane Harknett
Visitor Engagement Project Co-ordinator, University of Cambridge Museums

In addition to her role as visitor engagement project co-ordinator at the University of Cambridge Museums, Sarah-Jane Harknett coordinates an audience evaluation project that looks specifically at how visitors engage with the university’s galleries.

She chairs Getting to Know You: Using Visitor Data Intelligently.

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