Higgins, Lorraine D.
Ottmar, Erin R
AUSTR / Australia
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.
Worcester Polytechnic Institute
Interactive Qualifying Project
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Humanities and Arts
Social Science and Policy Studies