Profound global changes over the past decade – including Covid, the rise of AI and political polarisation – have among other things led to a profound shift in the way that audiences perceive and engage with museums.
Trust in our sector may be high but so too are expectations. Coupled with a saturated leisure market, cost-of-living squeeze and changing demographics, the only thing predictable thing about visitor behaviour these days is just how unpredictable it is.
This essential one-day conference:
- brings together audience insight and experts in visitor studies to break down exactly what this means for your organisation
- discusses how to use this insight to be more strategic in programming
- explores how to use audience insights to communicate your work with new and existing audiences
- gives you the opportunity to share your unique challenges and get answers to your pressing concerns.
This event is for you if:
- you work in an audience development role
- you are involved in developing exhibitions, events or programming at a museum
- you work in marketing or communications
- you want to better understand how your museum can adapt to changing visitor behaviours.
Please note that this event will be recorded and available exclusively to delegates after the event, so if you can’t attend on the day, you can catch up in your own time.
Speakers
Bernard Donoghue, Director, The Association of Leading Visitor Attractions
Guy Turton, Director, MHM strategy and insight consultancy for the cultural sector
Alice Fenyoe, Director, Curiouser qualitative insight consultancy
Andrew Marcus and Laura Bates, Communication Specialists, Tangram
Ellie King, Visitor experience consultant and Director, Crown Cultures
The programme includes:
- A panel discussion exploring the big picture patterns around audience behaviour, motivations and expectations – and how we can use this insight to attract them to our venues.
- A practical workshop examining how to use evaluation as way to understand the visitor experience from their perspective.
- Talks on how to create an audience first culture at your museum, bringing in family audiences and using audience research to inform your co-curation and community engagement work.
- Opportunities for you to ask your questions to speakers and other delegates.
Programme
1100-1110
Welcome from the chair
Rebecca Atkinson, events lead, Museums Association, introduces the day and the aims of the event.
Speakers
Rebecca Atkinson
Events Programmer and Content Editor, Museums Association
1110-1210
From attendance to engagement: understanding our audiences
This panel discussion explores the big picture patterns around audience behaviour, motivations and expectations – and how we can use this insight to attract them to our venues. We’ll explore what the data tells us about visitors across the museum and wider leisure sector, and how we can use this within our audience strategies, business planning and exhibition programming.
This panel includes time for audience questions.
With:
Bernard Donoghue, Director, The Association of Leading Visitor Attractions
Guy Turton, Director, MHM strategy and insight consultancy for the cultural sector
Alice Fenyoe, Director, Curiouser qualitative insight consultancy
Hudson Ray, Deputy Chair, Visitor Studies Group
1210-1250
Understanding the visitor experience
Visitor experience consultant Ellie King, director, Crown Cultures, introduces evaluation as way to understand the visitor experience from their perspective. This workshop includes practical examples of how to conceptualise visitor experiences and provides takeaway tips for conducting effective evaluation.
Q&A
At the end of the session there is time for your questions for Ellie.
1250-1350
Lunch break
A one-hour lunch break. The Zoom meeting will remain open during this time, but delegates can leave and rejoin if they prefer.
1350-1355
Welcome back
Rebecca Atkinson welcomes delegates back after lunch.
1355-1435
Creating an audience first culture
Andrew Marcus and Laura Bates, two communication specialists from consultancy Tangram, discuss three recent projects in Bradford, Liverpool and Devon. They share what they’ve heard from people during this work and what it might mean for museums – and how change-management can create an audience-first culture at your institution.
Q&A
Time to put your questions to Laura and Andrew.
1435-1515
Building your family audience
For many museums, there is a clear imperative to bring in more family audiences – but it’s crucial to get your offer and messaging right. Phil Brooks, marketing manager, Ashmolean Museum of Art and Archaeology in Oxford, shares its three-year children-first growth strategy that involves cross-departmental collaboration, experience design and putting children at the centre of its offer.
Q&A
Your chance to ask questions and get practical answers.
1515-1555
Programming for audience growth
Janine Ross, marketing, communications & development director, National Football Museum, shares the actions it is taking to bring in international, domestic and local audiences – through focused and integrated programming, its award-winning visitor welcome, and a long-term vision for its spaces.
Q&A
Your chance to ask questions and get practical answers.
1555-1600
Close
Important booking information
Please sign in and check the email address on your profile before booking. Your confirmation and joining instruction emails will go to the email address you use to log in to the website.
If you create a new record with a different email address your membership will not be recognised and you will be charged the incorrect fee. You can check and change your email address before booking.
Competency Framework
Our events programme supports the Museums Association’s Competency Framework, which is designed to inform professional development, improve professional practice and support museums in making a positive difference to people’s lives. This event supports the following competencies: Engaging Audiences and Communities.
