Visitor Finder is the new initiative helping museums to understand and use visitor data more effectively

Visitor Finder Explained

What is it?

Visitor Finder is the museums strand of Audience Finder, providing insights and practical advice to help museums develop their visitors through collecting, understanding and using data.

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The Benefits

Visitor Finder will help you to understand more about your visitors in the context of other museums in your area.

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How it works

Facilitated by one of The Audience Agency’s specialist Museum and Heritage Managers, museums will work together in a cluster to answer key questions about their visitors.

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What is it?

Visitor Finder is the museums strand of Audience Finder

Visitor Finder is a new initiative, funded by Arts Council England, to support museums to understand and use visitor data more effectively. Designed specifically to meet the needs of the museums sector, Visitor Finder is the museums strand of the established Audience Finder programme, which provides a similar service across the arts sector.

How to Join

The Benefits

Working as a cluster with peer museums in your local area, Visitor Finder will
provide you with the following insight into your visitors:

  • Demographics and profile – who they are
  • Proximity – where they live
  • Behaviour – what they do
  • Attitudes and motivations – what they think

Visitor Finder will help you:

  • Collect robust evidence about who you are reaching, and the impacts you have on visitors to inform your funding applications, reporting and advocacy
  • Identify the potential among existing visitors to develop them into financial supporters
  • Understand where the visitor development opportunities are, so you can focus your resources more efficiently
  • Understand the effectiveness of different communication channels, thereby using your marketing budgets more effectively
  • Understand how your visitors rate their experience and what they are looking for in a visit to help ensure your offer remains relevant and engaging
  • Understand more about how visitors are engaging with your digital presence and how this relates to their physical visit
How to Join

How it works

A dedicated facilitator from The Audience Agency will bring together clusters of museums in your area and work with you to understand your objectives and what information you need to find out about your visitors.

Primary research will provide the insight into your visitors, and you will need to carry out a face-to-face survey of your visitors. Your facilitator will provide advice, training and resources to support your research. This will include sampling advice to ensure a representative selection of visitors are questioned, fieldworker training for successful data collection, and mobile devices to support easy survey submission.

Analysing Your Results

You will be able to access your organisation’s individual downloadable report as well as national benchmarks via an online portal. On here you will also find case studies, articles and toolkits to help you make the most of the research.

Using the findings

Your facilitator will work with your cluster to discuss the findings and provide recommendations and practical advice on what the findings mean and how you can use them. You can also select a series of free workshops on specific topics such as digital engagement, cultural tourism or economic impact.

How to Join

Explore Visitor Finder Articles

The Audience Finder website is free for anybody and provides a range of publicly available audience development insights, articles and tools.

Here are some Visitor Finder related articles: