The Visitor Studies Group: Championing excellent visitor experiences

Ann Nicol

Ann Nicol



  • Audience insights, development and segmentation
  • Learning strategy and programme development
  • Visitor experience and engagement planning
  • Research and consultation
  • Workshop facilitation
  • Training and mentoring


Ann is a specialist consultant with over 25 years’ experience of supporting natural and cultural heritage sites to engage visitors with their stories.  She brings skills in research, planning, audience advocacy and facilitation to support successful development, delivery, evaluation and reporting of projects, whether internally or externally funded.


Ann has worked with a very wide range of organisations and projects.  Organisations have included local authority and university museums, charities and commercial visitor attractions such as:

  • Wildfowl & Wetlands Trust
  • The National Trust
  • Oxford University Museum of Natural History
  • Pitt Rivers Museum
  • Hampshire County Museums
  • Blue Planet Aquarium
  • Hunterian Museum of Zoology

Projects Ann has worked on have included:

  • Front end and summative evaluation of visitor exhibits
  • Audience segmentation research and implementation
  • Visitor experience research and mapping
  • Audience development and widening participation projects
  • Research on long term impact of school visits on pupils’ attitudes and behaviours
  • Research and evaluation of schools’ programmes

Ann has a first class degree in Zoology and an MSc with distinction in Museum Studies from Leicester University.  She is a member of the Museums Association, the Visitor Studies Group and has been on the committee of the British Interactive Group.

Contact Info

Email address:

Telephone: 07740 309897

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