The Visitor Studies Group: Championing excellent visitor experiences

Masterclass -Commissioning audience research: a practical guide

23 January 2019, 15:00 – 17:30, Dana Research Centre and Library, Science Museum

Tickets are free for Visitor Studies Group members or cost £30 for non-members and £20 for independent freelancers or students.

Book via Eventbrite.

The amount of audience research that the museums, culture and tourism sectors commission from external evaluators and agencies is ever increasing – but what actually makes a good research brief?
This event from the Visitor Studies Group is aimed at both in-house staff and external freelancers and agencies alike, to help bridge the gap in understanding between what organisations want and need from research projects, and how researchers and evaluators understand organisations’ needs and respond to research briefs appropriately.

‘Commissioning audience research’ is aimed at anyone who is involved in visitor research or evaluation – whether that’s small or large museums, Learning or Marketing teams, or independent freelancers or larger research agencies.

The event will will have a panel discussion followed by a practical workshop and will cover:

  • Writing and responding to excellent research briefs – the need to be clear, concise and realistic
  • Appropriate costs for audience research – deciding budget and understanding day rates
  • Procurement process – scoring criteria, whether to interview and appointing
  • Stakeholder needs – commissioning research that meets the needs of both internal stakeholders and external stakeholders such as funders.

Confirmed panel speakers include Michael Casartelli, Head of Procurement at Tate, and Christina Lister, a marketing & audience development consultant and co-founder of Museum Freelance Network, with further speakers to follow from a range of different sized organisations.


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