The Visitor Studies Group: Championing excellent visitor experiences

Christina Lister

Christina Lister



  • visitor research
  • data analysis
  • non-user research and consultation
  • segmentation strategies
  • marketing and audience development strategies
  • workshop facilitation
  • training and mentoring




Christina is a marketing and audience development consultant with 16 years’ experience, and specialises in working with museums, heritage sites and cultural venues, including on HLF and ACE-funded projects. She uses research to drive insights that empower clients to evaluate projects, understand audiences and develop sustainable relationships with them.

Christina helps cultural organisations understand, develop and carry out effective and targeted audience development and marketing in order to:

  • entice and engage existing and new visitors, audiences and users
  • identify and create meaningful and memorable audience experiences
  • support organisational resilience, growth and sustainability.



Christina’s consultancy experience spans audience development, marketing and evaluation for organisations ranging from small, volunteer-run trusts to the Science Museum Group. She has developed audience development programmes for SHARE Museums East; a non-user consultation project for South East Museum Development Programme; and undertaken a range of visitor research, non-user consultation, data analysis and evaluation for organisations like Vivacity Peterborough, The MERL (the Museum of English Rural Life), the Museum of the Broads and de Havilland Aircraft Museum. She has developed marketing strategies and delivered marketing campaigns for organisations including Ensemble Dance Co, Cambridge Museum of Zoology, Great Malvern: Route to the Hills and Norwich Historic Churches Trust.

Prior to starting out independently, Christina was communications manager at Norwich Heritage Economic and Regeneration Trust (HEART), worked at award-winning PR agency Tribe and in international marketing. She has a first class degree in Management Studies with German, specialising in Marketing, and a MA in Contemporary European Studies.

Christina is a former Runner-up in the National Freelancer of the Year Awards and a member of the Arts Marketing Association, Women Cultural Leaders Network East and an Associate Supplier with Association of Independent Museums (AIM).

Contact Info

Email address:
Telephone: 07968 438273



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