Audiences Glossary 2007

686 views

Published on

This power point is a conversation starter to help museum staff and students understand their audience can be divided into segments along different axix. Once segmented the public program and exhibition offerings can better match the museum visitors.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
686
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Audiences Glossary 2007

  1. 1. Audience Segmentation Ways of looking at visitors Elaine Heumann Gurian 2007 Elaine Heumann Gurian 2007
  2. 2. INTRODUCTION <ul><li>This was written to help museum staff dissect their users into segments. </li></ul><ul><li>This power point allows a staff to first segment their audience and then consider the needs of each subset and the best way to customize their offerings in order to better serve each group. </li></ul><ul><li>The concept of audience segmentation and tailoring programs to them is often new to members of staff. </li></ul>Elaine Heumann Gurian 2007
  3. 3. Social groups: (volitional users) <ul><li>Such as: </li></ul><ul><li>Families </li></ul><ul><li>Couples </li></ul><ul><li>Cohorts / Friends </li></ul><ul><li>Individuals </li></ul>Elaine Heumann Gurian 2007
  4. 4. Organized Groups <ul><li>For example: </li></ul><ul><li>Classrooms </li></ul><ul><li>Tours and Clubs </li></ul><ul><li>Camps and summer programs </li></ul>Elaine Heumann Gurian 2007
  5. 5. Levels of Engagement: <ul><li>Examples could include: </li></ul><ul><li>Expert / Novice </li></ul><ul><li>Skimmers, dippers, divers </li></ul><ul><li>Number of times visiting this museum. </li></ul><ul><li>Dallas Museum of Art: Levels of Engagement with Art. Does studies on audience levels of engagement and tailors their programs to percentages of users in each group. </li></ul>Elaine Heumann Gurian 2007
  6. 6. Basic Facts <ul><li>Gender </li></ul><ul><li>Age </li></ul><ul><li>Language </li></ul><ul><li>Occupation </li></ul><ul><li>Economic Status </li></ul><ul><li>Ethnicity </li></ul><ul><li>Family structure </li></ul><ul><li>Education </li></ul><ul><li>Disability </li></ul><ul><li>O’Neill, Mark, Museums and Their Communities, The Manual of Museum Planning, 2 nd Education, Lord, Gail Dexter & Lord, Barry, ed, AltaMira Press, 1999, p.27. </li></ul>Elaine Heumann Gurian 2007
  7. 7. MOTIVATIONS / EXPECTATIONS <ul><li>Socializing / congregant behavior. </li></ul><ul><li>Reverential/ spiritual. </li></ul><ul><li>Entertainment, leisure, enjoyment. </li></ul><ul><li>On a personal quest. </li></ul><ul><li>Homework, fulfill an assignment. </li></ul><ul><li>Unique exhibition, blockbuster. </li></ul><ul><li>Good for the family, children. </li></ul><ul><li>Escape from chores. </li></ul><ul><li>Soren, Barbara J. Meeting the Needs of Museum Visitors, in Lord, Gail Dexter and Lord, Barry, The Manual of Museum Planning, Alta Mira, 1999, p.58. </li></ul>Elaine Heumann Gurian 2007

×