An extensive audience development programme for this major national museum.

Working closely with staff, we supported a complete review of audiences to develop detailed understanding. We led a full Visitor Knowledge Audit, identifying current and potential audiences and what is known about them, uncovering gaps in audience knowledge and devising a suitable visitor research plan.

We produced Audience Profiles for each audience and helped define core and target audiences.

To increase the benefit to the Museum, we trained and mentored staff in audience development, producing an Audience Development Strategy, linked to National Lottery and other successful funding applications.