Visitors – Who wants them and where can we find them?

Paul Jardine

Jura Consultants

@JuraConsultants

#MGSConf@MuseumsGalScot

MUSEUMS GALLERIES SCOTLAND

FORTUNE FAVOURS THE BRAVE

12th September 2013

ENGAGING AUDIENCES

Paul Jardine

Jura Consultants

Engaging Audiences

• The Challenge

• The Process

• The Results

Taking Part in Scotland, 2008

  

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

Attendance at arts and cultural events amongst Scottish adult population

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

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

Leeds ArmouriesWhat Visitors Enjoy Most

Leeds ArmouriesWhat Visitors Enjoy Least

Audience Target Diagram

Royal Armouries Audiences

‘Hot’ Audiences

• Action Seekers

• Education Enhancers

• Entertain the Children

• General Enthusiasts

• Collection Enthusiasts

• Family Focussed

• Cost Conscious

‘Warm’ Audiences

• Collection Enthusiasts

• Not Yet But Will

• Recent Potential Returners

• Active & Interested Family Focussed

• Active & Interested Heritage Generals

‘Cold’ Audiences

• Remote Enthusiasts

• Transport Deficient

• Interested but Unaware

• Time Challenges

• Arms and Armour Rejecters

Fort Nelson Visitors Enjoyed Most

Fort Nelson Visitors Enjoyed Least

Fort Nelson Segmentation

• Cost Conscious Curious

• Recent Potential

Returners

• Active & Interested

Family Focussed

• Active &Interested

Heritage Generals

• Entertain the Children

• Transport Deficient

• Location Aware

• Time Challenges

• Arms and Armour

Rejecters

• Interested but

Unaware

• Family Focussed

• Cost Conscious

• Action Seekers

• Entertain the

Children

• General Enthusiasts

• Collection

Enthusiasts

Geffrye Museum Influences on future visits

Geffrye MuseumVisitor Perceptions

Geffrye Museum

• Depends on the Event

• Specific Interest.

Homes, Gardens,

Decorative Arts

• Interest: Historic

Buildings & Site

• Visit with Friends

• Pass Time in a

Beautiful Place

• For Inspiration

• Current Exhibition

Schedule

Unappealing

• Too Busy

• Uniformed

• Not Relevant

• Think Museums are

Boring

• Cannot Visit More

due to Geography

• Learning• New Recruits• Pass Time in a

Beautiful Place• Specific Interest.

Homes, Gardens, Decorative Arts

• Interest: Historic Buildings & Site

• Visit with Friends• Atmosphere

Visitors – Who wants them and where can we find them?

Paul Jardine

Jura Consultants

@JuraConsultants

#MGSConf@MuseumsGalScot