City of Edinburgh Council Museums Service
Audience Research 2010 – Attenders and Non Attenders
The Audience Business (TAB) has conducted a regular programme of audience research with City of Edinburgh Council (CEC) Museums Service. In 2010, CEC wanted to update this research and ensure that it reflected the new priorities for the Museums Service. It wanted to test the impact of capital developments underway as well as plans for future changes.
An extensive programme of face to face research was conducted with CEC museums and galleries visitors across the City. Edinburgh residents who had not visited any CEC museums and galleries venues were also interviewed. The research looked at demographics, motivating factors and satisfaction levels across a range of services. The non-visitor research looked at and barriers to attendance.
The research gave us insight on the differing profiles and characteristics of visitors to the CEC venues. The results of the research will be used to help CEC Museums Service shape its strategic priorities moving forward.