Paul Jardine, Jura Consultants Presentation from the Museums Galleries Scotland 'Fortune Favours the Brave' conference, September 2013

1. Visitors – Who wants them and where
can we find them?
Paul Jardine
Jura Consultants
@JuraConsultants
#MGSConf
@MuseumsGalScot

2. MUSEUMS GALLERIES SCOTLAND
FORTUNE FAVOURS THE BRAVE
12th September 2013

3. ENGAGING AUDIENCES
Paul Jardine
Jura Consultants

5. Engaging Audiences
• The Challenge
• The Process
• The Results

7. 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

8. 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

9. 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

10. Leeds Armouries
What Visitors Enjoy Most

11. Leeds Armouries
What Visitors Enjoy Least

12. Audience Target Diagram

13. Royal Armouries Audiences

14. ‘Hot’ Audiences
• Action Seekers
• Education Enhancers
• Entertain the Children
• General Enthusiasts
• Collection Enthusiasts
• Family Focussed
• Cost Conscious

15. ‘Warm’ Audiences
• Collection Enthusiasts
• Not Yet But Will
• Recent Potential Returners
• Active & Interested Family Focussed
• Active & Interested Heritage Generals

16. ‘Cold’ Audiences
• Remote Enthusiasts
• Transport Deficient
• Interested but Unaware
• Time Challenges
• Arms and Armour Rejecters

17. Fort Nelson
Visitors Enjoyed Most

18. Fort Nelson
Visitors Enjoyed Least

19. Fort Nelson Segmentation

20. •
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

21. Geffrye Museum
Influences on future visits

22. Geffrye Museum
Visitor Perceptions

23. Geffrye Museum

24. •
•
•
•
•
•
•
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

26. Visitors – Who wants them and where
can we find them?
Paul Jardine
Jura Consultants
@JuraConsultants
#MGSConf
@MuseumsGalScot