Authors
James Verrill Beucler, Katherine R. Comeford, Alessandra R. Paolucci, Kendall Jacqueline Rooney
Sponsor
Museum Victoria
Advisors
Lorraine D. Higgins, Erin R. Ottmar
Term
October – December 2016
Abstract
Museums Victoria (MV) categorizes their visitors into “segments” based on their motivations for attending the museums. This can help staff better understand and address unique visitor needs. The organization needed an engaging way to train employees about segmentation, so our group researched the process of segmentation generally and in MV specifically; investigated practices for creating effective training videos; created content for six videos through categorizing and interviewing museum visitors; designed explanatory graphics; and then produced the six videos and graphics, which will be used in staff training sessions.
Final Project