RAF MUSEUM LONDON

FIRST WORLD WAR IN THE AIR VISITOR ANALYSIS WITH AUDIENCE SEGMENTATION

Royal Air Force Museum London

In December 2014 the Royal Air Force Museum in London launched its new permanent exhibition ‘First World War in the Air’ exploring the compelling story of the role, significance and influence of aviation during the Great War. The Heritage Lottery Fund was a key partner in the project providing support as part of its First World War Centenary activity. Evaluating the project, including specifically the profile of visitors engaging with the project, is a requirement by the funder. Jura Consultants was commissioned to perform and analyse in-gallery research with visitors to the exhibition in order for the RAF Museum to fulfil this requirement. In response to the study brief Jura Consultants devised a methodology that would deliver added benefit to the Royal Air Force Museum by producing a tool based on audience segmentation analysis providing more in-depth understanding of audience groups and a tool that can be used to guide and inform future audience development decisions and actions . Visitor consultation was performed via in-gallery surveys conducted over a variety of ‘day types’ in order to ensure a sample representative of the Museum’s population. Sample size exceeded the minimum required for statistical accuracy and the survey included both closed and open questions in order to generate the required level of insight. Outputs of the study included a full report analysing the responses complete with the statistical information required for the completion of the post-project evaluation, and the development of ‘target diagrams’ with supporting narrative describing the motivations, behaviour and profile of segmented audience groups to the exhibition.