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Audience SegmentationWays of looking at visitors
Elaine Heumann Gurian2007
Elaine Heumann Gurian 2007
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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 and tailoring programs to them is often new to members of staff.
Elaine Heumann Gurian 2007
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Social groups: (volitional users)Such as:• Families• Couples• Cohorts / Friends• Individuals
Elaine Heumann Gurian 2007
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Organized GroupsFor example:• Classrooms• Tours and Clubs• Camps and summer programs
Elaine Heumann Gurian 2007
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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. Does studies on audience levels of engagement and tailors their programs to percentages of users in each group.
Elaine Heumann Gurian 2007
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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.
Elaine Heumann Gurian 2007
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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.
Elaine Heumann Gurian 2007