Seminar 3 - Audience research and analysis

Training partner: University of Deusto ‪@deusto‬
Audience research and analysis
Audience research is essential for ensuring that cultural heritage remains relevant, accessible, and meaningful to diverse audiences both now and in the future. By understanding the needs, interests, and perspectives of visitors, heritage professionals can better preserve, promote, and share our common cultural inheritance.
The seminar will consist of two presentations. The first presentation will provide an overview of audience research. It will emphasize the idea that audience research does not need to be perfect to be useful. It will also introduce the concept of segmentation, as well as the different types of audience research methodologies. Finally it will present some examples of research tools.
The second presentation will be divided into two sub-sections: Researching existing audiences; and Researching non-audiences. In each of them a brief case study will be presented.