Audience Champions Project


South East Museums



Audience Champions is a 2-year project which aims to help smaller (non NPO) museums to develop a data-driven approach to audience development through the use of Audience Finder. Participating museums will be supported to learn about how to collect, input and analyse audience data.

The Museum Development Network and The Audience Agency recognise that there is currently a low level of confidence and experience in using audience data, particularly by smaller museums (with under 10,000 visitors per annum and with low staff resources and potentially seasonal opening).


The project includes:

  • 3 x training workshops
  • 121 advice with virtual mentor
  • Peer support / cohort working
  • 1 x Field Worker training (how to collect the data from your visitors)
  • Facilitated learning on using the Audience Finder tool
  • Guidance notes
  • Benchmarking reports
  • Final group report

Year 1 will be a supported programme which aims to help museum gain a baseline understanding of who their current audiences are, where they come from and using data and segmentation models to identify and understand the behaviour of potential audiences in their sub-region.   Field Worker training will be also available to guide Front of House teams on how to collect data from visitors.

Year 2 will focus on collecting data and embedding research. It will require museums to participate fully in Audience Finder and share their learning.  A final group report will be created for the team to use as a benchmarking tool.

Who should apply?

We will recruiting up to 12 museums from Kent, Oxfordshire and Buckinghamshire. The group will be split into two smaller cohorts to make group training and peer working easier.

We are looking for small to medium-sized museums (non-NPOs) who are either Accredited or Working Towards Accreditation and who are not currently using Audience Finder, or similar visitor data systems.

We welcome applications from museums who have already identified ‘audience development’ as an area they wish to improve through the Accreditation process, grant application feedback, or via SEMDP’s Museum MOT Self-Assessment programme.

Museums will need to show they are enthusiastic and have the capacity and commitment to fully engaging with the 2-year programme.

If selected, the museum must:

  • set up a free online account with Audience Finder
  • send 2 team members to 3 training sessions:  Feb/June/Nov 2020
  • send a small team of Front of House staff/vols to one Field Worker training:  March 2020
  • collect visitor data for the duration of the project
  • learn and use Audience Finder for the duration of the project

How to apply?

To apply to be part of Audience Champions, please send an expression of interest detailing:

  • why you would like to take part
  • why this project fits into your organisation priorities
  • how you currently collect and assess information about your visitors
  • how many visitors you attract per annum
  • whether you are open seasonally
  • name two team members (staff or volunteers) who will take part in the training

Please email your expressions of interest to by Monday 27th January 2020.

Important Dates

  • Mon 27 Jan 2020 – Deadline for submitting expression of interest
  • Tues 28 Jan 2020 – Shortlisting and selection of participants
  • 30 Jan to 9 Feb 2020 – Setting up accounts/completing partner agreements
  • w/c 10 Feb 2020 – 1st training session
  • w/c 2 March 2020 – Field Worker training
  • w/c 8 June 2020 – 2nd training session
  • w/c 2 Nov 2020 – 3rd training session
  • Feb 2021 – Start 2nd survey (i.e. Yr 2)
  • Jan/Feb 2020 – Final sharing event

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