Event Information
Date: 11 February 2026
Organiser: MGS & Christina Lister
Venue: Online
This webinar is offered as part of the Museum Futures wraparound programme. The Museum Futures programme of essential support has been developed in direct response to the significant and ongoing financial and capacity challenges faced by the sector.
The session will cover:
- Context: an overview of museum/ heritage sector and national data on audience trends
- The purpose of audience evaluation and what you can use it for
- What funders are looking for
- A simple data collection framework
- Different methods you can use and when to use them
- Pragmatic tips on how to make the most of what you have and what you can do with limited or no budget and time
- Visual examples from organisations across the country as inspiration
- Acting on your findings.
Learning objectives:
- Participants have more knowledge about audience evaluation
- Participants have more confidence in undertaking data collection.
About the trainer:
Christina Lister is an audience development and marketing consultant with 22 years’ experience in agency, in-house and consultancy roles, specialising in working with museums, heritage sites and cultural venues. She has worked with a huge range of venues across the country, from Jane Austen’s House, the Museum of Cambridge, and Samuel Johnson Birthplace Museum, to the Association of Independent Museums (AIM), the Science Museum Group, Dundee Science Centre and Art Fund. Christina has written the book Marketing Strategy for Museums, published by Routledge.
Who should attend?
This training is aimed at a beginner/intermediate level, for museum staff, trustees and volunteers who would like to strengthen their skills in undertaking research, consultation and evaluation with users and non-users.
The training will be delivered on Zoom.
For those with accessibility needs, the slides will be available 2 days prior to the event. Please email museumfutures@museumsgalleriesscotland.org.uk to request a set.
Please note this session will be recorded. Live captions will be available.
Event Booking
