This session will start with a case study presentation of the audience development strategy developed at the London Museum of Transport. Representatives of different science centres and museums from around Europe will then discuss what they consider the key aspects of a successful audience development plan. Speakers will explore audience research and segmentation, data collection, core and underrepresented audiences, programming… They will discuss the difficult balancing act of prioritising audiences and wonder whether it is possible to keeping existing ones while reaching out to new groups. They will share successes and mistakes before engaging in a discussion with the audience.