How to Conduct Audience Research

Finding out what you really need to know about your audience.

Audience research is about finding out who your existing visitors and program participants are and why they come. You do audience research to understand whether your current offerings are working for your current audiences. Market research is about understanding your existing and potential visitors, in order to attract and retain new audiences.

This resource will guide you through the following key steps in conducting useful audience research:

  • Plan
  • Design
  • Test
  • Collect
  • Reflect
  • Act

This resource was written by freelance evaluation, research and writing consultant Jackie Bailey, Principle at BYP Group as part of Museums & Galleries of NSW’s Engaging Art initiative.

To find out more about BYP Group visit:

To find out more about Engaging Art visit:

Engaging Art has been assisted by the Australian Government through the Australia Council for the Arts, its arts funding and advisory body.