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Evaluation In focus: Using Data Strategically Within Audience Development

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10th Dec 2020 10:00am-12:00pm 

To attend this course please book on Inkpath. Inkpath is an app available to all Techne students, if you're not already using please click here to find out how to get started.

Data is gold dust for audience development planning and marketing. Indeed, understanding your existing and potential audiences is required as part of museum accreditation. In this workshop you’ll learn how organisations can use quantitative and qualitative data strategically for audience development planning. Using a real-world case study, Marge will walk through the process used and will give practical tips to increase confidence and ability in using data.


By the end of the session, you will:

  • Understand the types of data organisations can collect to support their audience development planning process
  • Learn how segmentation works and how marketers use tools like Audience Spectrum for audience development planning
  • Gain confidence in understanding how to work out who your existing and potential audiences are
  • Understand the requirements of an audience development plan and what we mean by ‘audience development’.

This workshop will be taughrt by Marge Ainsley. Marge is a well-respected cultural consultant with specialist expertise in research and evaluation. Since launching her consultancy in 2008, she’s worked with a range of libraries, museums and archives across the UK and internationally on a range of projects which seek to evidence insight and impact. These have ranged from evaluation of major grants programmes (often funded by Arts Council England or NHLF) through to delivering training and facilitation in monitoring, evaluation and research for organisations with limited in-house expertise.

This workshop is part of a series of workshops exploring evaluation in the cultural sector. You can just attend this as a standalone workshop, but you may be interested in the rest of the series: