BEYOND DEMOGRAPHICS: THE FUTURE OF AUDIENCE RESEARCH AND TRANSFORMING MUSEUMS INTO DATA INFORMED ORGANIZATIONS
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Authors
Schmitz, Brieanna M.
Issue Date
2015
Type
Capstone
Language
en
Keywords
Alternative Title
Abstract
This master's project examines how museums use psychographic audience segmentation data to inform their practices and seeks to identify the internal systems that facilitate converting audience segmentation data into practice. The underlying research questions motivating this project include: How do museums categorize their audiences? How do museums use their raw audience categorization data? Do the practices this data informs deliver positive long lasting impacts on museum staff and the visitor experience? Are there internal policies or operations that help museums transform audience segmentation data into practice more effectively? Has membership been able to use audience segmentation data to create membership related products? Finally and perhaps most importantly, is psychographic audience research a valuable way to employ museum resources, monetary or otherwise?