1. Audience Agency Report 2018-2019
Summary of the results across the Wessex Museums (Dorset County Museum, Poole Museum, Salisbury Museum and Wiltshire Museum)

2. Planning the visit…
- Over 50% of first time visitors planned their trip to the area to visit the Museum
- First time + lapsed visitors tend to be visiting for the day. Not staying the night in Devizes.
More of our visitors planned their trip to the area to visit the Museum than our partners – which shows our importance in local tourism + economy
29% of respondents were local to the area

3. More of our visitors planned their trip to the area to visit the Museum than our partners – which shows our importance in local tourism + economy
Overall – around 30% of our respondents were local to the area

4. Visiting in groups…
- Mainly group visits across the Wessex Museums; few individuals.
- We have noticeably more families with children visiting than our partners, while fewer groups of adults.

5. Visitor Motivations… Our audience tend to visit to: learn something
spend time with friends/family
entertain/educate their children.
What is not shown here is the ‘other’ responses – many of which indicate that Stonehenge and Avebury are strong motivators for visiting

6. Ratings…
- We are over 10% higher than all partners in value for money!
- We are also (by 1%) rated highest for whole experience

7. We were marked less favourably for ‘ease of physical access’ and ‘finding your way around the museum’ – which is no big shock. This data is also useful for future funding bids to demonstrate why we need a new space…
We scored highly on exhibition/gallery content + visitor welcome

8. Net Promoter Score
This score is illustrative of whether visitors would recommend the museum - on a scale of 1-10.
At 84%, a huge majority of our audience answered either 9 or 10.
Only 2% detractors

9. How did visitors hear about us?
A large percentage of our respondents said they heard about us through ‘word of mouth’ –which may also include recommendations on social media (e.g. reviews/Facebook posts, etc.)
These results also demonstrate that print advertising remains an important part of our marketing, alongside the power of social media
All partners have similar findings

10. Respondents were asked to include 3 words to describe the museum – these were the most popular:

11. Demographics
- We attract more 35-44(likely parents) than our partners, while fewer 16-24s
- Overall, Wessex Museums attracting large number of over 65s (although we have the lowest percentage – on 37%)

12. Diversity
While our ethnic and disability diversity does not look particularly strong – we are close to reflecting the percentage in the South West population

13. Ourselves and Salisbury Museum had a larger percentage of overseas visitors. Likely due to the attraction of Stonehenge and Avebury.