Understanding Museum Web Users

How-to Session
Lucy Shorrocks, Morris Hargreaves McIntyre, Australia

From analytics to evaluations, we're awash with data about museums' web users. But, while we're long on data, we're still short of real, strategic insight. In short, we know the who, what, when and how of museums' web use, but we know far less about the why (and the why not).

Working with major funders like Creative Victoria in Australia, Creative New Zealand and the British Council in China, India and elsewhere, and with major international clients like Tate, Morris Hargreaves McIntyre (MHM) have built Audience Atlas, the world's largest survey dataset of museum web users (over 200,000 interviews) and used it to create Culture Segments, a powerful, psychographic segmentation system that is now being used in 15 countries in Asia, Australasia, Europe and America.

We've then used this insight to analyse and illuminate web engagement to inform everything from digital audience engagement strategies to content and navigation on some of the world's most heavily-trafficked museum websites like http://www.tate.org.uk

MHM's 'how-to' session will give participants an understanding of the principles of web user segmentation, access to free-to-download resources and data on museum web users and segments, and ideas of how they can enhance their own projects using these tools.

Bibliography:
http://mhminsight.com/culture-segments
http://mhminsight.com/articles/audience-atlas-victoria-everything-you-need-to-know-about-victorian-audiences-5114