Audience Champions will equip museums to develop a data-driven approach to audience development by gaining in-house skills in data collection and data analysis using Audience Finder. Working in partnership with The Audience Agency this programme aims to support museums recovery from the Covid-19 pandemic focusing on short and medium term planning in rebuilding, increasing, or diversifying audiences.
This is a two year programme commencing in June 2021.
Year one will be split into four phases and delivered through a series of eight short, online workshop sessions (90-120 minutes) where you will:
- Gain a baseline understanding of your current and potential audiences
- Use data sources and segmentation models such as Audience Spectrum and Mosaic to identify and understand the behaviour of potential audiences
- Explore the implications of the pandemic on your audience development plan through using research findings
- Be signposted to best practice for data collection, including Covid secure practice
- Collect your own data, up to 380 visitor surveys*, over 12 months
- Receive an Audience Finder group report, presenting key findings
- Receive support to analyse your results and apply Audience Finder data in an Audience Development Plan
There will be structured tasks in between these sessions followed by ongoing West Midlands Museum Development and Audience Agency support.
*A sample size of 380 visitor surveys ensures you achieve robust data. The programme will support museums of all sizes in collecting visitor surveys that is appropriate to your capacity.
All workshop sessions will be delivered via Zoom and will require participants to have access to the internet and a laptop or tablet to take part.
Year two will be about embedding your research and an audience focus within the organisation and will require museums to participate fully in Audience Finder and to share your learning.
This programme aims to support Requirement 8: Understand and develop your audiences, of the Accreditation Standard, November 2018.
Priority will be given to non NPO museums who are Accredited or Working Towards Accreditation in the West Midlands region.
Museums must commit to attending all training sessions and collecting audience data over a two year period when enrolling on the programme.