Tool for Matching Digital Content to Target Audiences
Developed in partnership with the Advisory Board for the Arts
This tool is designed to support your development of digital content. It was drafted to help unpack and provide specificity on the “general public”—a catchall phrase for multiple audience types with distinct motivations.
You will find eight audience categories, each of which is matched to a set of motivations. The audience categories are listed alphabetically, while the matching motivations are listed based on how likely they are to exist for each audience type.
These motivations are derived from the museum’s audience research. Some, like learning, are shared across audience categories.
When you develop a new digital project (an exhibition, a program, an educational resource, etc.), you can use these categories to understand and select target audiences. The motivations suggest what specific audiences are looking for, helping you to develop a better match between the content you are producing and the types of experiences your target audiences seek.
Once you identify the likely audience type and motivation for your project, click on the motivation to open a document with implications and inspiration for supporting that motivation.
Click here for the full set of reference materials and background.
Any questions about the tool or how to use it? Contact Sonia Coman-Ernstoff or Brooke Rosenblatt.