What other free resources can support your work on audience research?
Guidance on audience development and marketing
- Audience Agency’s guide to creating an Audience Development Plan
- Association of Independent Museums’ (AIM) Success Guide on Understanding Your Audiences
- AIM’s Success Guide on Marketing
- AIM’s Success Guide on Visitor Experience
- National Lottery Heritage Fund’s guidance on inclusion.
Guidance on undertaking research and evaluation
- The National Lottery Heritage Fund’s guide to evaluation
- SHARE Museums East’s Evaluation Toolkit for Museums
- Digital Culture Network’s guides to making the most out of your data
- Audience Agency’s visitor questions for survey inspiration: core questionnaire and question dictionary
- Arts Council England’s research question bank for learning (linked to Generic Learning Outcomes)
- Family Arts Campaign’s Evaluation and Audience Research Toolkit – for evaluation of family arts festival events
Analysing, reporting and using your findings
- SHARE Museums East’s Data Driven Museums
- NCVO’s guides to analysing quantitative and qualitative data
- Canva: free online graphic design software
- Data visualisation platform Infogram
- AIM’s Economic Impact Toolkit
- Free software to let you plot postcodes on a map online.
Best practice
- The Visitor Studies Group brings together people working or interested in visitor studies
- UK Evaluation Society’s Guidelines for Good Practice in Evaluation
- Market Research Society’s Code of Conduct
- Centre for Cultural Value’s Evaluation principles
- Information Commissioner’s Office Guide to Data Protection.
Free sources of benchmarking and contextual data:
- ONS Census 2021: build a custom area profile of demographic data for your local area
- South West Museum Development’s Annual Museum Survey 2022
- Audience Agency’s Digital Reports
- Audience Agency Museums Report (2018)
