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MDM

Understanding users and non-users

Birds eye view of theatre style rows of chairs with some empty seats and some people seated.

The second in a series of three Audience Development workshops. This session will explore how to understand users and non-users.

The second in a series of three Audience Development workshops. This session will explore how to understand users and non-users, including how to undertake effective data collection.  

The session will cover: 

  • Key definitions 

  • Reasons to understand your users and non-users 

  • What funders are looking for  

  • Identifying gaps in your existing data 

  • A simple framework for planning research and consultation 

  • Common data collection methods, their pros and cons 

  • Using and making the most of the data you gather  

  • Case studies and examples for a range of budgets and time, including lighter touch and free methods. 

Participating museums will also have the opportunity to request a 1:1 surgery with Christina Lister to discuss an Audience Development topic.  

 

Learning objectives 

  • Participants have more knowledge about what data they need and how to collect it 

  • Participants have more confidence in undertaking data collection. 

The event will be delivered via Zoom, utilising Breakout Rooms and the Chat function. Participants will receive the slides and links to additional free resources after the session. If you have any concerns about accessibility or usability for these features please contact enquiries@mdmidlands.org.uk 

About the trainer 

Christina is a marketing and audience development consultant and facilitator working with heritage and cultural organisations, with over 20 years’ experience working in agency and in-house positions and as a consultant. 

Her experience spans small organisations such as the Museum of Cambridge, Jane Austen’s House and American Library; sector support and development organisations such as the Association of Independent Museums and the Arts Marketing Association; and larger organisations such as the Science Museum Group and Art Fund. 

She has written the book Marketing Strategy for Museums, is a trustee of Kids in Museums and a school governor. 

www.christinalister.co.uk 

 

Who should attend? 

This training is at an introductory/refresher level, and is aimed at museum staff, trustees and volunteers who would like to strengthen their skills in undertaking research and consultation with users and non-users. 

Maximum two delegates per organisation. Priority will be given to delegates from non-NPO and non-National museums in the Midlands which are Accredited or officially Working Towards Accreditation. However, if you are considering starting the process of working towards accreditation please contact us about booking a place as we are very keen to provide this training to everyone who may benefit from it. 

Surgeries: Priority will be given to delegates from non-NPO and non-National museums in the Midlands which are Accredited or officially Working Towards Accreditation that attend at least one of the Audience Development events. One surgery per museum. Please look out for a Surgery Request link on your Eventbrite Booking Confirmation, or email enquiries@mdmidlands.org.uk  

 

Accessibility 

This event will be auto-captioned through Zoom. If you would benefit from any other form of access support, including live captioning, please answer ‘yes’ to the access requirements question on the booking form and email the MDM team as early as possible stating the support you require. 

All participants will receive an email containing a Zoom link to the training prior to the event. The email will be sent to the email address used for booking. If you have not received an email the day before the event please contact us. 

Contact Us 

If you need any further information or would like to speak to a member of the team please contact us: 

Enquiries@mdmidlands.org.uk 

01952 435 900 

Booking your space

Please note: We require you to complete the full booking form in order to confirm your eligibility for the session. The main booking form questions will appear after you have been through the 'check out' process. If you do not complete this form we will be in contact and reserve the right to cancel your ticket if we do not receive a response.

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