We’re working with V&A Dundee on an insight-informed audience development strategy, the aim being to increase visitation at and engagement with the museum as well as informing a refresh of the Scottish Design Galleries to coincide with the museum’s 10th birthday.
Since no museum can target “everyone”, our first stages are to identify where growth can come from (among existing and new audiences, immediate and longer term). We then seek to find a way to tell V&A Dundee’s story that’s easy to absorb and that these priority audiences will connect with and motivates them to get involved.
To do this we’ll really get to understand them, their perceptions, their needs – and how V&A Dundee is, or could, be relevant to their lives. We’re undertaking a deep dive of existing data with V&A Dundee’s partners Scotinform; consulting members of the community; undertaking a quantitative Scotland-wide study; and inviting new visitors from emerging priority audience groups in for a visit, and in-depth focus groups.
We’re involving everyone from all teams across the organisation to share understanding so they can collaboratively address audience needs – from crafting the first invitation to delivering a relevant and rewarding experience.
