Mentoring Black Country Living Museum in audience insights

Issue:

The award-winning Black Country Living Museum had taken part in Audiences London Plus and Audiences Central’s ABC project in the West Midlands, looking at visitor and background population segmentation to identify locations and types of people to offer visitor growth potential. But they needed help in drawing action-oriented conclusions from the data.

Response:

I visited the Museum to give audience research and development surgeries for the marketing and communications team.

Impact:

BCLM moved towards a new membership and rewards model, as well as growing closer to the community through events and changes to its volunteering scheme.

Date:

February-March 2012

Category

Audience research, Strategic planning, Training and mentoring