Anatomy of a Visit

Covering two sites with very different collections and brand identities, it was one of the largest research exercises Tate has ever undertaken. We surveyed the whole visitor market for the Tate, methodologies included Entrance and Exit Surveys; Observation; Visitor Tracking; Vox Pops; Focus Groups; Visitor Diaries; Fulfilment Mapping and Control Mapping.

Extensive analysis, interrogation and modelling of the quantitative and qualitative data enabled us to make sense of the patterns emerging and communicate this effectively to the client.

This segmentation system now informs Tate’s strategic planning and audience development strategy: Closer to Tate.

...“the most sophisticated research project Tate has ever commissioned. It’s given us a deep understanding of visitors and influenced everything we do”.
Adrian Hardwicke, Tate Modern