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.