We don’t just observe behaviour or count visitors, we explore and understand experiences.

How do you create a single visitor experience that feels individually tailored to the interests of each person? Orientation, navigation and wayfinding are all crucial elements of the on-site visitor experience in a museum or art gallery. We can help you understand and optimise visitor flows in existing or proposed gallery spaces, and work with you to evaluate and tailor signage, props and interpretation according to the psychographic needs of your target audience, to maximise engagement and learning.

Featured client stories

SS Great Britain’s visitor experience

How Culture Segments was used in the award-winning Being Brunel attraction to design a single visitor experience that feels bespoke to each target segment.

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Building audience focus into M+

Actionable insight and a culture of continuous evaluation are helping M+ create a world-class new visitor experience in Hong Kong.

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The Donmar Warehouse

When Covid-19 prevented the usual forms of live theatre, the Donmar in London used their creativity to embrace the restrictions rather than compromise their vision.

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Exhibition testing & strategy

Our holistic approach to formative and summative exhibition evaluation provides visitor insights that underpin solid strategies for success.

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Audience development plans

Who to target, how to reach them, and how to evaluate success.

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What we do

We partner with our clients to help them drive change and engage more people, more deeply with their causes.

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Culture Segments

Culture Segments is a powerful psychographic segmentation tool to help you better understand and engage with your attenders and non-attenders.

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Book a consultation

    Get in touch

    Thinking about improving your visitors’ experience but not sure where to start? We’d be delighted to have an informal chat with you. Just complete the form on the left and one of our consultants will be in touch to discuss your situation (with no obligation).