The uses of audience research

A few weeks ago, I attended a conference on ‘Understanding Museums’ in Germany. It was about researching museums and researching audiences, with a particular focus on new and innovative methods [1]. In the final plenary session, the organiser for the museum research aspect of the conference expressed his hope that the focus on researching audiences … Continue reading The uses of audience research →

Museums and Political Debate, Or: Why I Need You To Take A Stance

Over recent months, living as an immigrant in Britain [1], I have gone through a process that leaves me feeling increasingly alienated from museums and heritage sites in this country. In still-used museum discourse terms, I'm probably becoming one of the ‘hard-to-reach’. I feel let down by British museums. You see, these days, I daily … Continue reading Museums and Political Debate, Or: Why I Need You To Take A Stance →

The uses and limitations of target audiences and segmentation

Target audiences are meant to do two things: guide our practice as we become more visitor focused, and increase visitor numbers. I’ve come to believe that in both areas, target audiences actually do more harm than good – at least the way we’re currently using them. In general, audiences are segmented by the following: age, … Continue reading The uses and limitations of target audiences and segmentation →

The People’s Charter for Interpretation

One of the unexpected outcomes of my current research into heritage interpretation and public benefit is that visitors actually tell me what they expect of interpretation. I didn’t start out with this in mind; perhaps in my own version of researcher’s arrogance it didn’t even occur to me that they would be able to articulate … Continue reading The People’s Charter for Interpretation →