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Audience Segmentation Ways of looking at visitors. Elaine Heumann Gurian 2007. INTRODUCTION. This was written to help museum staff dissect their users into segments. - PowerPoint PPT Presentation
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Audience SegmentationWays of looking at visitors
Elaine Heumann Gurian2007
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.
Social groups: (volitional users)Such as:• Families• Couples• Cohorts / Friends• Individuals
Organized GroupsFor example:• Classrooms• Tours and Clubs• Camps and summer programs
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.
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.
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.
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