The audience analysis for the National Gallery of Parma is one of the latest activities that BAM!, as part of the project WAY – We Are Yours has been carrying out since January 2013 alongside the authority in charge of the cultural, historic, ethnoanthropological heritage, of Parma and Piacenza. The aim is to intercept a precise section of the public that traditionally doesn’t go to museums – 18-40 year-olds.
WAY: An Audience Analysis
Audience Analysis for the National Gallery of Parma
During this long process, several actions have been alternated that have helped to create a new identity for the gallery and have enhanced both the online and offline communication devices in order to break down barriers entrenched between the institution and the city living around it. Some early forms of participation dedicated to specific targets were also tested, both with #EntraeScatta, a photo contest and specific online activities such QRPedia.
To mark the end of this journey, once the results of the first preparatory actions were collected, BAM! carried out an audience analysis of gallery-goers. The purpose is twofold: to define the impact of the two-year course and most importantly, to outline the different targets to allow structured governance, actions and promotion and communication were cropped based on the needs of visitors.