The amount of audience research that the museums, culture and tourism sectors commission from external evaluators and agencies is ever increasing – but how do we plan research to make this useful, and impactful? How do we write a research brief that works for both the institution and the researcher themselves?

This event from the Visitor Studies Group and GEM is aimed at people who want to plan evaluation, and then commission this from an external agency or individual. The aim is to bridge the understanding between what organisations want and need from research projects, and how researchers and evaluators understand organisations’ needs and respond to research briefs appropriately.

‘Commissioning audience research’ is aimed at anyone who is involved in visitor research or evaluation in any size of institution.

The event will have a practical workshop followed by a panel discussion which will cover:

• Why am I evaluating? creating the groundwork for impactful research

• Writing and responding to excellent research briefs – the need to be clear, concise and realistic

• Procurement process – scoring criteria, whether to interview and appointing

• Stakeholder needs – commissioning research that meets the needs of both internal stakeholders and external stakeholders such as funders.

Confirmed panel speakers include Jane Rayner, Head of Audience Research at the Science Museum Group.