1. Audience Segmentation Ways of looking at visitors Elaine Heumann Gurian 2007

2. INTRODUCTION This was written to help museum staff dissect their users into segments. This power point allows a staff to first segment their audience and then consider the needs of each subset and the best way to customize their offerings in order to better serve each group. The concept of audience segmentation is often new to members of staff. When using please credit.

3. Social groups: (volitional users) Such as: Families Couples Cohorts / Friends Individuals

4. Organized Groups For example: Classrooms Tours and Clubs Camps and summer programs

5. Levels of Engagement: Examples could include: Expert / Novice Skimmers, dippers, divers Number of times visiting this museum. Dallas Museum of Art: Levels of Engagement with Art.

6. Basic Facts Gender Age Language Occupation Economic Status Ethnicity Family structure Education Disability O’Neill, Mark, Museums and Their Communities, The Manual of Museum Planning, 2 nd Education, Lord, Gail Dexter & Lord, Barry, ed, AltaMira Press, 1999, p.27.

7. MOTIVATIONS / EXPECTATIONS Socializing / congregant behavior. Reverential/ spiritual. Entertainment, leisure, enjoyment. On a personal quest. Homework, fulfill an assignment. Unique exhibition, blockbuster. Good for the family, children. Escape from chores. Soren, Barbara J. Meeting the Needs of Museum Visitors, in Lord, Gail Dexter and Lord, Barry, The Manual of Museum Planning, Alta Mira, 1999, p.58.