Presentation delivered at the Royal Pavilion & Museums' 'Digital: From Idea to Audience' workshop on 9 March 2016. Presentation looks at how the Royal Pavilion & Museums have developed a greater understanding of the behaviours and motivations of their online audiences, and how this was applied to the redevelopment of brightonmuseums.org.uk in 2015.
Presentation delivered by Kevin Bacon, Digital Development Officer, Royal Pavilion & Museums, Brighton & Hove.
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Getting to know your digital users
1. Getting to know
your digital
users
Kevin Bacon,
Digital Development Officer
@fauxtoegrafik
Digital: Ideas to Audience,
March 2016
2. Royal Pavilion & Museums
Royal Pavilion
• Over 400,000 visitors per
year across five sites
• Three collections
Designated of national
importance
• One of 21 Major Partner
Museums funded by Arts
Council England
3. Museums
Brighton Museum & Art Gallery
Hove Museum & Art Gallery
Preston Manor
Booth Museum of Natural History
5. Before we begin...
Discuss a digital idea with the
person sitting next to you.
This could be something you
want to do, something you’re
currently working on, or a recent
project that you’re evaluating
13. Where’s
my GPS?
I have to
walk there?
Yes, I’ll have
to look at it
one day...
My battery is
running low!
How do I
unlock it?
Sod that,
it’s raining.
14. 1. Think about the context of
use
2. Why would they want to use
it?
Lessons Learned
17. Problem
1. Sharepoint
2. Combined with
library service
3. Not built for
audiences
Three problems
Solution
1. Wordpress
2. Museum only
3. How do we build it
for our audiences?
18. Audiences are hard
• Shift from demographics (eg. Brighton
residents; young people; teachers; tourists)…
• To.. behaviours: motivations, needs, actions
19. Three research questions
1. What are our users doing?
2. What do our users want to do?
3. Who are our users?
20. 1. What are our users doing?
(Google Analytics data)
21. 1. What are our users doing?
(Google Analytics data)
Key finding:
Over 50% of pageviews took place on just 11
pages of website
But…
What users are doing also reflects constraints
of website
22. 2. What do our users want to do?
(survey data)
Adapted from Culture 24’s
Let’s Get Real 2 project
methodology
23. 2. What do our users want to do?
(survey data)
Key finding:
Visitors wanted building specific info – less
interested in RPM as a service
But…
What about those who don’t want to respond
to the survey? Or those who are not so goal
driven?
24. 3. Who are our users?
(behaviour model)
Behaviours = motivations + actions
But... motivations are not always
straightforward.
26. 3. Who are our users?
(behaviour model)
• Drew on Prof. John Falk’s work on identity
related motivational profiles
• Rejects traditional demographic profile in
favour of needs based behavioural model
• Explorers, Experience Seekers, Facilitators,
Professionals / Hobbyists, Rechargers
36. Digital Engagement
Assets
• Objects
• Buildings
• Stories
• Knowledge
• Staff /
volunteers
Digital Content
• Blog
• Website
• Data
• Image
• App
• Game
Audiences
• Gallery
visitors
• Online
viewers
• Teachers
• Researchers
• Young
people
37. Golden Rule
Assets
• Objects
• Buildings
• Stories
• Knowledge
• Staff /
volunteers
Digital Content
• Blog
• Website
• Data
• Image
• App
• Game
Audiences
• Gallery
visitors
• Online
viewers
• Teachers
• Researchers
• Young
people
Developing a digital idea should never start with the
technology…