Visitors – Who wants them and where
can we find them?

Paul Jardine
Jura Consultants
@JuraConsultants

#MGSConf
@MuseumsGa...
MUSEUMS GALLERIES SCOTLAND
FORTUNE FAVOURS THE BRAVE

12th September 2013
ENGAGING AUDIENCES

Paul Jardine
Jura Consultants
Engaging Audiences

• The Challenge
• The Process
• The Results
Taking Part in Scotland, 2008
Attendance at arts and cultural events amongst Scottish adult population
How often attended ...
DCMS Taking Part 2012/13 Quarter 1
Proportion who have visited a museum or gallery in the last year,
2005/06 to July 2011 ...
Proportion who have visited a museum or
gallery in the last year, by ACORN group, July
2011 – June 2012
Proportion who hav...
Leeds Armouries
What Visitors Enjoy Most
Leeds Armouries
What Visitors Enjoy Least
Audience Target Diagram
Royal Armouries Audiences
‘Hot’ Audiences
• Action Seekers
• Education Enhancers
• Entertain the Children
• General Enthusiasts
• Collection Enthusi...
‘Warm’ Audiences
• Collection Enthusiasts
• Not Yet But Will
• Recent Potential Returners
• Active & Interested Family Foc...
‘Cold’ Audiences
• Remote Enthusiasts
• Transport Deficient
• Interested but Unaware
• Time Challenges
• Arms and Armour R...
Fort Nelson
Visitors Enjoyed Most
Fort Nelson
Visitors Enjoyed Least
Fort Nelson Segmentation
•

Family Focussed

•

Cost Conscious

•

Action Seekers

•

•

Entertain the
Children

•
•

Curious
•

Recent Potential
R...
Geffrye Museum
Influences on future visits
Geffrye Museum
Visitor Perceptions
Geffrye Museum
•
•
•
•

•
•
•

Learning
New Recruits
Pass Time in a
Beautiful Place
Specific Interest.
Homes, Gardens,
Decorative Arts
In...
Visitors – Who wants them and where
can we find them?

Paul Jardine
Jura Consultants
@JuraConsultants

#MGSConf
@MuseumsGa...
Visitors - who wants them and where can we find them?
Visitors - who wants them and where can we find them?
Visitors - who wants them and where can we find them?
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Visitors - who wants them and where can we find them?

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Paul Jardine, Jura Consultants

Presentation from the Museums Galleries Scotland 'Fortune Favours the Brave' conference, September 2013

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Visitors - who wants them and where can we find them?

  1. 1. Visitors – Who wants them and where can we find them? Paul Jardine Jura Consultants @JuraConsultants #MGSConf @MuseumsGalScot
  2. 2. MUSEUMS GALLERIES SCOTLAND FORTUNE FAVOURS THE BRAVE 12th September 2013
  3. 3. ENGAGING AUDIENCES Paul Jardine Jura Consultants
  4. 4. Engaging Audiences • The Challenge • The Process • The Results
  5. 5. Taking Part in Scotland, 2008 Attendance at arts and cultural events amongst Scottish adult population How often attended in last 12 months 2008 2004 (%) 2006 (%) 2008 (%) Once (%) 2 or 3 times (%) 4 or more times (%) Cinema 52 57 55 5 15 36 Museums 30 30 32 9 13 10 Art galleries 25 24 27 8 11 8 Rock and pop music 24 22 27 8 11 9
  6. 6. DCMS Taking Part 2012/13 Quarter 1 Proportion who have visited a museum or gallery in the last year, 2005/06 to July 2011 – June 2012
  7. 7. Proportion who have visited a museum or gallery in the last year, by ACORN group, July 2011 – June 2012 Proportion who have visited a museum or gallery in the last year, by ACORN group, July 2011 – June 2012
  8. 8. Leeds Armouries What Visitors Enjoy Most
  9. 9. Leeds Armouries What Visitors Enjoy Least
  10. 10. Audience Target Diagram
  11. 11. Royal Armouries Audiences
  12. 12. ‘Hot’ Audiences • Action Seekers • Education Enhancers • Entertain the Children • General Enthusiasts • Collection Enthusiasts • Family Focussed • Cost Conscious
  13. 13. ‘Warm’ Audiences • Collection Enthusiasts • Not Yet But Will • Recent Potential Returners • Active & Interested Family Focussed • Active & Interested Heritage Generals
  14. 14. ‘Cold’ Audiences • Remote Enthusiasts • Transport Deficient • Interested but Unaware • Time Challenges • Arms and Armour Rejecters
  15. 15. Fort Nelson Visitors Enjoyed Most
  16. 16. Fort Nelson Visitors Enjoyed Least
  17. 17. Fort Nelson Segmentation
  18. 18. • Family Focussed • Cost Conscious • Action Seekers • • Entertain the Children • • Curious • Recent Potential Returners • Active & Interested Family Focussed General Enthusiasts Collection Cost Conscious • Active &Interested Heritage Generals Enthusiasts • Entertain the Children • Transport Deficient • Location Aware • Time Challenges • Arms and Armour Rejecters • Interested but Unaware
  19. 19. Geffrye Museum Influences on future visits
  20. 20. Geffrye Museum Visitor Perceptions
  21. 21. Geffrye Museum
  22. 22. • • • • • • • Learning New Recruits Pass Time in a Beautiful Place Specific Interest. Homes, Gardens, Decorative Arts Interest: Historic Buildings & Site Visit with Friends Atmosphere • Current Exhibition • Depends on the Event • Specific Interest. Schedule Homes, Gardens, Unappealing Decorative Arts • Too Busy Interest: Historic • Uniformed Buildings & Site • Not Relevant • Visit with Friends • Think Museums are • Pass Time in a • Beautiful Place • For Inspiration Boring • Cannot Visit More due to Geography
  23. 23. Visitors – Who wants them and where can we find them? Paul Jardine Jura Consultants @JuraConsultants #MGSConf @MuseumsGalScot

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