Audience Champions Project



Audience Champions is a 2-year project which aims to help smaller (non NPO) museums develop a data-driven approach to audience development through the use of Audience Finder.

Participating museums will learn about how to collect, input and analyse audience data.

Audience Champions includes:

  • 8 x virtual training session
  • 1-2-1 advice with virtual mentor
  • Peer support/co-hort working
  • Training on how to collect data from your visitors
  • Facilitated learning on using the Audience Finder tool
  • Guidance notes
  • Benchmarking reports
  • Final group report


In Year 1, participants will receive training, get set up and training to use Audience Finder, learn how to gather data from their visitors and start collecting and inputting data into Audience Finder.

In Year 2, museums will receive visitor profile reports and have training and mentoring on how to interpret the results, and create an Audience Development Plan.

Audience Champions in the South East

We have successfully recruited a cohort of 11 museums from Kent, Oxfordshire and Buckinghamshire to take part in Audience Champions 2020-23.

Audience Champions was paused in 2020 in response to the Covid lockdowns.  We will be restarting the project in June 2021.

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