Dive deeper in the publication
The publication ‘Connected journeys: Holistic audience measurement in the age of digital’ recognises the growing expectation for seamless experiences across physical and digital spaces. Building on the 2023 report ‘Audience measurement in the digital era’, it delves deeper into integrated approaches to online and offline audience measurement.
The new publication is authored by Casey Scott-Songin and published by the NEMO Working Group Digital Transformation to guide museums as they are adapting to a dynamic, diverse, and digital society, navigating rapid advancements in AI, digital technologies, and born-digital heritage. As forums for societal discourse, museums face the challenge of preserving and communicating cultural and natural heritage while responding to visitors’ evolving needs.
Featuring eight good-practice examples, the report highlights how museums can evaluate projects, understand audience motivations, and innovate through new segmentation methods and KPIs. With tools, a practical roadmap (page 44), contact networks, and a comprehensive literature overview, this report equips museums to better engage audiences and thrive in a rapidly changing landscape.
Meet the speaker and researcher
Casey Scott-Songin is a specialist in mixed qualitative and quantitative audience research methodologies with over a decade of experience in digital and user research across North America, the UK and Europe. She has extensive knowledge of the inner workings of the cultural sector, having been the User Researcher at the British Museum and the Senior Manager: Data & Insight at the National Gallery, London.
She founded The Creative Researcher in 2021 as a way to extend the reach of audience research practices to cultural organisations across the UK and globally and has since worked with a variety of museums and government organisations, such as Tate, the Museum of London, the Arts Council, and the Cooper Hewitt Smithsonian Design Museum in New York, to help them better understand their audiences and develop meaningful audience measurement practices within their organisations.
