Knowledge of our audiences is hard currency. We must know our target groups in order to motivate the public to visit our exhibitions and to attract their attention. How do we best obtain this knowledge so that we ensure that our campaigns have the desired effect and are marketed correctly? We gather valuable information by using a wide range of methods and media to obtain insight about our audiences.

This session will share best practices within the field and reveal information gathered from testing campaigns, research on target groups and of discoveries from using Facebook and other social media.