Understanding your Audiences: A guide to data collection, Online Zoom
This session led by consultant Christina Lister will explore different methods for undertaking audience and non-user data collection, their pros and cons. Approaches can be scaled up or down in budget and scope, but there will be a focus on low budget and pragmatic options.
The session will cover:
- Definitions and the purpose of research, consultation, monitoring and evaluation.
- A simple data collection planning process.
- Different methods you can use and when to use them, to include quick wins and lighter touch methods, plus more in-depth ones.
- Examples and transferable lessons from organisations across the country as inspiration, covering both visitors and non-users.
- Inclusivity and ethical considerations.
- Best practice and pragmatic tips.
Learning objectives:
- Participants will have more knowledge about audience data collection.
- Participants will have more confidence in planning and undertaking data collection.
Who should attend:
The session is aimed at a fairly introductory level, but with content which can act as a refresher and broaden the perspectives of attendees who already have some experience:
- It will be aimed at smaller museums and organisations in the region, rather than NPOs.
- It is aimed at museums who are unlikely to have a dedicated staff member responsible solely for research or evaluation, and may currently be doing limited audience research, consultation and evaluation due to resources and skills.
- Content will therefore need to be feasible for smaller organisations and include light touch and no/low budget methods.
About the session delivery:
- The session will be delivered online via Zoom.
- There will be a break-out session and participants will be encouraged to interact via the Chat function.
- There will be a comfort break half way through the session.
- Copies of slides and relevant resources will be provided after the session.
About the trainer
Christina Lister is a marketing and audience development consultant with 22 years’ experience in agency, in-house and consultancy roles, specialising in working with museums, heritage sites and cultural venues. She undertake audits, consultation, and research; develop strategies; and run training, all of which supports organisations’ resilience, growth and sustainability.
She has worked with a huge range of museums, heritage sites and arts organisations across the country, including volunteer-run and smaller organisations, local authority-run organisations, larger museums and sector support organisations.
If you would like to find out more about Christina’s work visit here.