Audience Segmentation in Times of Crisis

3:00pm Wednesday, 29 April 2020
4:00pm Wednesday, 29 April 2020
Zoom 0000

Join the AMaGA Evaluation and Visitor Research National Network (EVRNN) and Dr Lynda Kelly, for a webinar to discuss and speculate about the future for audiences online and onsite.

The aim of this webinar is to host a discussion for GLAM workers about what our audiences look like now, and speculate what this may mean for audiences of the future.

This interactive session is designed for those working in large and small institutions, including volunteer-run.

There will be three presentations followed by a Q&A. We encourage participants to use the webinar’s chat function to discuss thoughts and issues raised as we go. The presentations plus the chat will be distributed to participants after the session.


Audience Segmentation 101

Jo Brehaut, Director, Australia and New Zealand, Morris Hargreaves McIntyre (MHM)

Jo will brief us on audience segmentation; what it is and how organisations use it in their business planning and operations. She’ll take us on a practical journey through Culture Segments; MHM’s bespoke segmentation system designed to support arts and cultural organisations develop strong, meaningful and mutually beneficial relationships with their audiences.

Audience Segmentation COVID-19

Dr Lynda Kelly, LyndaKellyNetworks / Convenor EVRNN

Lynda will discuss some new ideas around audience segmentation during this pandemic. Work from the US as well as other research and information will be presented for discussion.

Using your “at-home” time to connect with audiences

Carolyn Meehan, Senior Manager Audience Insights at Museums Victoria

Carolyn will talk about the role that audience research can play in these times – what better time to connect with and survey your audiences, members, volunteers and so on? What is Museum Victoria doing?



29th April 2020
2:30 – 3:30 ACST (SA, NT)
1 - 2 PM AWST (WA)

Members: $20
Non-Members: $40

All members who register receive:  

  • recording of the webinar
  • Q&A with the speakers 
  • Additional Resources

To receive the member discount you must be logged in.

If there are any questions please contact the National Office at

$40.00 *
$40.00 *
* Price includes GST where applicable

Contact Information

Lucinda McCann

AMaGA National Office

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