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0102030405060708090How welcomingthe staff wereThe wholeexperienceScreeningexperience/quality (projection andsound) Comfort of theauditoriumEase of physicalaccess in andaround the[CINEMA] Information aboutthe film/talkValue for moneyof ticketsFood & drinkfacilitiesSignage aroundthe [CINEMA] (i.e. directions) LowAverageHigh](https://image.slidesharecdn.com/visitorfinderlondonlaunchpresentation-140925135758-phpapp01/85/Visitor-Finder-London-Cluster-Presentation-16-320.jpg)
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Visitor Finder London Cluster Presentation
The document discusses Visitor Finder, a program run by The Audience Agency that helps museums understand and grow their audiences through collecting visitor data. It describes the three main elements of Visitor Finder - data collection through visitor surveys, analysis of the data, and reporting insights. Museums participating in Visitor Finder will receive training, conduct visitor surveys, access their individual results online, and receive a cluster report comparing results across participating museums. The cost to participate is £275 per museum for one year of support including resources, workshops and benchmarking capabilities. Next steps outlined are to sign up, agree objectives and research questions, and plan fieldwork to collect visitor data.
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Visitor Finder London Cluster Presentation
- 1. Visitor FinderLondon Cluster Sarah Boiling Claire Porteous
- 2. What we’re goingto cover •Introductions •Introduction to The Audience Agency •Visitor Finder •What you get and how it works •Key issues for London Museums •Next steps
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- 5. The Audience Agency •Independent not for profit agency •Covering England and Wales plus frequent international work •Supporting the cultural sector to understand and grow their audiences •Services include audience research, community engagement, marketing consultancy, evaluation •London and Manchester offices plus regional teams •ACE commission –Audience Finder •Visitor Finder is the museums strand of Audience Finder
- 6. Visitor Finder •Pilotproject in London 2013 •Nine museums •Standard audience survey •What we learnt •Keep it focused •Most valuable for individual museums rather than strategic overview •Support in using and applying important
- 7. Screen shot ofvisitor Finder
- 8. Visitor Finder -nationally Insights and practical advice to help museums develop their visitors through collecting, understanding and using data
- 9. How it works–three elements Data-collection Analysis Reporting FRAMEWORK primary research HOW-TO RESOURCES Guidance Workshops Facilitation Application tools SEGMENTATION Audience Spectrum On-line hub
- 10. How it works-clusters West Midlands 1 West Midlands 2 Cambridge London Cornwall W Yorks Portsmouth Manchester Audience Finder Audience Finder
- 11. The three elements:primary research •Face to face research of museum visitors •Assisted self completion surveys •Paper surveys or tablets (provided) •Full training provided •Input data to your SNAP account (if using tablets this happens automatically) •Ongoing access to your individual results via www.audiencefinder.org (compulsory questions) •Cluster report PRIMARY RESEARCH FRAMEWORK
- 12. Primary research questionnaire Compulsory questions All Audience/Visitor Finder participants Optionalquestions What is important to your cluster Age Gender Ethnic origin Disability Postcode Frequency of attendance Could be….. Increasing visit frequency Maximising cultural tourism Improving our marketing Understanding how people are using digital to engage Whatdo you need to know –as a group? Max 2/3 themes
- 13. The nuts andbolts •Target sample size -380 surveys between now and end March 2015 •Quality of data important –try to avoid bias •Only certain types of visitors •Only certain days of the week •Questionnaires left on a desk •Training provided for your staff/volunteers
- 14. How to resources •Your facilitator –Sarah then London Manager •Create your cluster reports •Explore the implications •Help you apply •www.audiencefinder.org •Audience Development Planner •Case studies, articles, data, reports •Workshops •Digital engagement •Cultural Tourism •Audience Spectrum RESOURCES
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- 16. Cluster report –qualityof experience 0102030405060708090How welcomingthe staff wereThe wholeexperienceScreeningexperience/quality (projection andsound) Comfort of theauditoriumEase of physicalaccess in andaround the[CINEMA] Information aboutthe film/talkValue for moneyof ticketsFood & drinkfacilitiesSignage aroundthe [CINEMA] (i.e. directions) LowAverageHigh
- 17. Cluster report –frequencyof attendance High 10.0 Average 6.7 Low 3.0
- 18. Segmentation: Audience Spectrum •Population profiling tool •Splits population into ten groups based on how they engage with arts and heritage •Uses postcodes •Can help you understand existing and find new visitors SEGMENTATION
- 19. What it costs •£275 (plus VAT) per museum for 12 months from sign up •Includes: •Standardised survey •Analysis of your data •On-line ‘live’ benchmark •Detailed cluster report •On-line resources •Four workshops
- 20. What are theissues for London museums? •What do you need to know about your visitors to help you reach more people and deepen engagement amongst existing visitors •Other Visitor Finder clusters •Understanding cultural tourists •Understanding use of digital •Spend in the area •Satisfaction and motivations
- 21. Possible themes •Understandingcross over with other museums •Understanding more about families •Understanding attitudes towards giving •How effective are our communications •How are visitors using digital •What motivates visitors •How do they rate the quality of their visit
- 22. Next steps 1.Completesign up survey 2.Agree your cluster objectives 3.Agree your research questions 4.Sign off your activity plan (including confidentiality agreement) 5.Fieldworker training 6.Fieldwork 7.Reports and workshops
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