2. What’s the aim?
Tate’s mission – to increase public understanding and enjoyment of art
Business objectives – maximise visitor numbers & give them the best
experience
Make the most of new opportunities – both creatively and strategically
4. Data
What can you find out about your audiences?
Demographics Motivations
Habits Interests
What are you going to do with the info?
Satisfaction
5. Visitors who have
this motivation to visit…
spiritual
emotional
social
intellectual
…need this
from a visit:
food for the soul
feast for the eyes
finding out new things
feeling comfortable
Motivation
6. Visitors who have
this motivation…
Aficionados
Actualisers
Sensualists
Researchers
Self-Improvers
Urban Cool
Social Spacers
Site Seers
Families
Art professionals
Non-professionals
Art professionals
Non-professionals
< 35 years old
> 35 years old
First time visit
Families
…and these …divide into
determining demographics… these segments:
spiritual
emotional
social
intellectual
* Identified through ‘golden questions’
Tate visitor segments
7. Audience
priorities
Current audiences – regular exhibition and collection visitors, artists/art
world/academics, tourists, members
Developmental audiences – young people under 25, families, locals
15. ‘On my way to see the Gabriel
Orozco exhibition at the tate
modern now’ Paloma Faith
‘After reading @Palomafaith 's
tweets going to go to the Tate in my
lunchbreak’ Gemma Perolls
Live Tweet
What works for us and what makes sense for us… Do these things make sense in any way for you? Can they spark off any ideas?
Get closer to a dialogue the better your surveys become
Age
Gender
Residence
Background
Education
Art Knowledge
Emotional, intellectual etc
Why us?
Satisfaction?
Suggestions?
Needs? Frequency
Attendance
Purchasing
Café use
Mobile use
Other galls
Time of visit Art forms
Media
Artists
Topics/themes
Countries
Ideas
Non-art interests
The segmentation is built on a visit (as opposed to grouping visitors based on their personality/values/life stage…)
individuals experience changing need states
Can be in a different segment on a different visit
E.g. someone can be an Actualiser when on their own and a member of the Urban Cool when coming w/friends;
a Researcher on one day and coming for a family visit on another day; etc.
The segmentation is built on a visit (as opposed to grouping visitors based on their personality/values/life stage…)
individuals experience changing need states
Can be in a different segment on a different visit
E.g. someone can be an Actualiser when on their own and a member of the Urban Cool when coming w/friends;
a Researcher on one day and coming for a family visit on another day; etc.
What works for us and what makes sense for us… Do these things make sense in any way for you? Can they spark off any ideas?
