Audience research

Audience research provides museums, galleries and heritage sites with greater understanding of the needs and expectations of existing and potential visitors, but it can also promote visitor engagement, make the case to funders and inform interpretation and programming.

Making the case for audience research

Helen Featherstone on how audience research helps visitor engagement

A basic guide to audience research

There are various ways to gather and use information about your visitors

Embedding audience research

Audience research has helped the Science Museum develop its programming and co-create with visitors

Benchmarking your visitors

The value of comparing information about your audiences against similar organisations

Getting staff involved

The challenges of motivating volunteers to undertake audience benchmarking surveys

Audience research and interpretation

Ruth Gill explains how visitor profiles were used to influence the interpretation at Kensington Palace

Audience research for temporary exhibitions

Understanding the market for temporary exhibitions can help museums plan strategically

Attracting new audiences to the British Museum

Extensive research helped attract new audiences to the British Museum's Grayson Perry exhibition

Your audience research case studies

More case studies on audience research