1 / 7

Audience Segmentation Ways of looking at visitors

Audience Segmentation Ways of looking at visitors. Elaine Heumann Gurian 2007. INTRODUCTION. This was written to help museum staff dissect their users into segments.

barny
Download Presentation

Audience Segmentation Ways of looking at visitors

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Audience SegmentationWays of looking at visitors Elaine Heumann Gurian 2007

  2. INTRODUCTION • This was written to help museum staff dissect their users into segments. • This power point allows a staff to first segment their audience and then consider the needs of each subset and the best way to customize their offerings in order to better serve each group. • The concept of audience segmentation is often new to members of staff. • When using please credit.

  3. Social groups: (volitional users) Such as: • Families • Couples • Cohorts / Friends • Individuals

  4. Organized Groups For example: • Classrooms • Tours and Clubs • Camps and summer programs

  5. Levels of Engagement: Examples could include: • Expert / Novice • Skimmers, dippers, divers • Number of times visiting this museum. Dallas Museum of Art: Levels of Engagement with Art.

  6. Basic Facts • Gender • Age • Language • Occupation • Economic Status • Ethnicity • Family structure • Education • Disability • O’Neill, Mark, Museums and Their Communities, The Manual of Museum Planning, 2nd Education, Lord, Gail Dexter & Lord, Barry, ed, AltaMira Press, 1999, p.27.

  7. MOTIVATIONS / EXPECTATIONS • Socializing / congregant behavior. • Reverential/ spiritual. • Entertainment, leisure, enjoyment. • On a personal quest. • Homework, fulfill an assignment. • Unique exhibition, blockbuster. • Good for the family, children. • Escape from chores. • Soren, Barbara J. Meeting the Needs of Museum Visitors, in Lord, Gail Dexter and Lord, Barry, The Manual of Museum Planning, Alta Mira, 1999, p.58.

More Related