Client: This prestigious museum, based in Barnard Castle, County Durham, houses internationally significant collections of fine and decorative arts. Drawing a widespread audience, the magnificent building has also been the focal point for many exclusive events.

The Brief: The Bowes Museum wished to run a number of consumer focus groups to explore the ideal format for a major forthcoming exhibition. The insights gained would be used to shape both the content and related marketing communications on a national scale.

Approach: The target audience was segmented into specific groups, reflecting regular visitors of the museum, as well those still to visit an exhibition there. This enabled comparisons to be easily made between the different parties and to identify the most appealing ideas by segment. Storytelling was used as a key device to bring the research to life, with real examples of memorable experiences,  whilst exploring language and imagery for the new exhibition. 

Solution: Following qualitative analysis, the senior management team were involved in the feedback process, with plans to use the findings to inform future direction for the exhibition.