From Oluchi Ogazi

Audience research, which could also be referred to as audience analysis, is a communication research that is conducted on specific audience segment to gather information about attitudes, knowledge, interests, preference or behaviours with respect to preventive issues regarding a particular work.

The museum on the other hand, according to the ICOM statutes adopted by the General Assembly in Austria 2007, is a non-profit permanent institution in the service of society and its development open to the public which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purpose of education, study and enjoyment.

Museums are for people, and so in order  to ensure that we provide meaningful and engaging visitor experience in a complex society like ours where we have different languages, religions, profession, socio cultural,  political and economic differences, a museum in any location of the country should make it easier for people to understand the similarities and differences in our cultures not living out activities for children entertainment, growth and development, public enlightment and relaxation.

In order to ensure an audience focused project in the museum, there is need to research through the need to research through the needs, wants and expectation of audience and advocating for these throughout the development of the Museum.

Exhibitions are the basic medium of the museum to communicate with its public. So in order to establish a means of measuring the quality of visitor services over time, ensure a good visitor experience, it is essential for museum to find out as much information as possible about the audience and communities the museum wishes to serve through audience research.

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Also question arising from audience participation and attendance, institutional and mission goals and factors behind both successful and unsuccessful exhibitions are addressed.

Day-to- today management of the museum, which involves the planning, maintenance and running of daily activities, identifying areas that needs improvement and long term strategic decision-making are all achievable using the audience analysis.

The benefits of audience research to the museum are so numerous that it helps to explore the effectiveness and impact of the exhibition to the general public, increase visitor number, improve their visitor experience, and as well helps in recognising and removing barriers to visitor comprehension and motivation.

Through research, staff and institution learn from their audiences, staffs are challenged to develop a deeper insight into what makes their visitors value the exhibition or the institution.

Experiment and innovations are tested before being put to use and also equipments that are designed are tested to improve their designs and content before they are fully installed.

Various materials are used to achieve quality audience analysis which includes the visitor’s book, publications (both published and unpublished) questionnaires, oral interviews, (either written or verbal), interactions/discussions.

In order not to waste time and money, loose the interest of the target audience, ensure a good visitor/audience experience and as well achieve the purpose of the museum, audience analysis should be given a special attention in the museum.

• Ogazi works with National Commission for Museums and Monuments, Abuja. Mrs