New research will compare data on areas such as cross-visitation and dwell-time at some of England’s largest cultural institutions, including Tate and the British Museum.
Some of the largest museums and galleries in England are to gain access to a new tool to help them compare their visitor experiences to those of other attractions.
A consortium of 18 organisations, including the Tate group of galleries, the British Museum and Imperial War Museums, has contracted market researchers DJS Research for a major project that will assess visitor experience, satisfaction and attendance over the next four years.
The organisations hope these “robust and predictive” insights will help them “better understand audiences in an increasingly challenging competitive climate”.
The announcement has parallels with Arts Council England’s new tool to measure the quality of artistic work, the Impact and Insight Toolkit – formerly known as Culture Counts.