‘You’ll need a plan for developing your range of users. You should look at who does and who doesn’t use your museum and how to provide an experience to meet expectations. These might be part of a separate audience development plan, or in your forward or business plan.’

(Accreditation standard, November 2018)

Audience Finder


The free national audience data and development tool, enabling cultural organisations to understand, compare and apply audience insight. It brings together data on all UK households with data from over 800 cultural organisations: over 170 million tickets, 59 million transactions, approximately 280,000 surveys and web analytics from all the UK’s major arts and cultural organisations.

Toolkit for working with young people in museums


This toolkit draws on the experience of a two year national project, Scotland Creates: A Sense of Place, which shows how museums can provide young adults with positive personal, cultural and learning experiences, develop their creativity and improve their life skills.

The Taking Part survey


The Taking Part survey can help museums understand their users. It collects data on many aspects of leisure, culture and sport in England, as well as an in-depth range of socio-demographic information on respondents.