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Knowledge is Power Using Audience Research to Build Success

Knowledge is Power Using Audience Research to Build Success. Matt Sheard Audience Development Officer Museum Collections University of St Andrews.

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Knowledge is Power Using Audience Research to Build Success

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  1. Knowledge is PowerUsing Audience Research to Build Success Matt Sheard Audience Development Officer Museum Collections University of St Andrews

  2. “Museums enable people to explore collections for inspiration, learning and enjoyment. They are institutions that collect, safeguard and make accessible artefacts and specimens, which they hold in trust for society.” - Museums Association

  3. “Museums have the generosity of spirit to be approachable at every point of contact, to reach out to audiences and to increase access to their collections.” - Code of Ethics for Museums, Section 3

  4. MUSAMuseum of the University of St Andrews

  5. Gateway Galleries

  6. Bell Pettigrew Museum

  7. MUSA Collections Centre

  8. How did our visitors find out about us? Inconsistent Flawed research No clear picture Inappropriate questions Who are our visitors? Too long!

  9. “How often is happiness destroyed by preparation, foolish preparation!” - Ms Weston, Emma What do you want to know? Why do you want to know it? Consistency Questions of identity & controlled sampling Testing!

  10. How can you use audience research to help build success?

  11. 1. To decide which audiences to target

  12. 2. To find out the best ways to reach those audiences Style of information Kind of information to provide What are the hooks? Channels of information

  13. 3. To find out the best ways to engage those audiences Support actual engagement Advocacy Return visits

  14. 3. To find out the best ways to engage those audiences

  15. 4. To pack a punch when fighting your corner Needs good data! Changing approaches Experimentation Be honest about limitations of data Finances

  16. 5. To help partners understand your needs

  17. 6. To inform long-term strategic decision making

  18. 7. To get support from funders

  19. Seven ways in which audience research can build success • To decide what audiences to target • To find out the best ways to reach those audiences • To find out the best ways to engage those audiences • To pack a punch when fighting your corner • To help partners understand your needs • To inform long-term strategic decision making • To get support from funders

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