Developing new audiences and promoting social inclusion

RCMG was pleased to work in partnership with research consultants Morris Hargreaves McIntyre on this project for Amgueddfa Cymru / National Museums Wales.

Background

While the introduction of free entry to Amgueddfa Cymru / National Museums Wales (then National Museums and Galleries of Wales) saw an increase in museum visits of 85 per cent across eight of their sites, this research focused on the needs, attitudes and perceptions among non-user communities in Wales.

Key findings

The findings of the research informed the Museum's strategies for broadening audiences and reaching those groups currently under-represented in visitor profiles. The project also identified opportunities for the Museum to engage socially excluded communities and work with them in ways that contribute towards the wider process of social inclusion and the combating of disadvantage and discrimination.