Five Filters for Qualifying a Target Market

How do you know if a given audience segment has potential for you? This article is part of a series, Understanding Our Audiences, for interpretive planners and other visitor experience professionals. Here is the beginning of the series.  Every so often, someone in your organization will say, “Hey, we should really be serving Market  X!” …

surfers at long beach

Values: The Key to Market Segmentation

Values are the most important criterion of all. This is the fourth instalment in an ongoing discussion on social science for interpretive planners and visitor experience professionals. Part one is here.  The last few years have seen a real shift among market researchers away from simple demographics toward psychographics: identifying segments of society by their identity-based social …

trout lily

An Interpretation Conference, Tweeted

Last week, I attended the International Conference on Interpretation in Montreal, co-produced by Interpretation Canada and the National Association for Interpretation. It was a very good conference. In case you weren’t able to attend (or were there and want to re-live it), here is the conference in its entirety as communicated by the Twittersphere. Enjoy. …

town crier, london

Quantifying Sparkle, Part 2

Defining standards for personal interpretive programs This is part two . You should probably start with Part One, here.  A few years ago, I was approached by one of the premier interpretive facilities in western Canada. The director of visitor experience had just hired a new manager of interpretation who was young and brilliant. With the change …

cyclists

Understanding Our Markets: Ways of Segmenting

This is the third piece in a series of instalments about social science for interpreters, and interpretive planners, and visitor experience professionals. Find the first instalment here.  There are many ways of understanding our audiences and segmenting them into groups. Do these look familiar to you? Demography: What life stage are your visitors (age, family and …

panel with bad comma

Of Commas and Wurlies

Here’s an interpretive panel on the outskirts of Adelaide, Australia: Let’s address the obvious, first. What on EARTH is a wurly? Let’s ask Wictionary. wurly (plural wurlies) An Australian indigenous shelter made from small branches with leaves still attached. Phew, I’m glad that’s out of the way. Now, before we get all shirty about the use of jargon in interpretive panels, we should look at …

Segmentation, Profiling and the Role of Free Will

Editor’s note: This is part two of a series, Understanding Our Audiences, intended for anyone who does planning in the interpretive or visitor experience sectors. You can find the first instalment here.  It all sounds like marketing-speak. In fact, it’s pure old-school interpretation. Market segmentation is based on the idea that your behaviour and your tastes …