Audience Insight Manager

The team leads audience research across the five branches, including market research, formative and summative evaluations for programming and major projects, ongoing audience insight and tailored audience research projects to support organisational priorities.

This new role will build capacity in the team as it embarks on a major project set out in the current Corporate Plan to renew and refresh IWM’s approach to audience segmentation, and more widely to create and embed an “audience-first” culture and approach to all activity at IWM.

This project – which you will help to manage - will embed a sophisticated understanding of audiences at the heart of IWM’s programming, decision-making and strategy. It will deliver clear and nuanced audience focus and insight, integrated into all activity, from ideation and development of programmes and projects, to public engagement, marketing and communications.

You will work with quantitative data sources such as visitor numbers and survey data as well as collecting and working with qualitative data. You will collaborate effectively with external and internal stakeholders including the curatorial, exhibitions, learning, digital, development, commercial, marketing, operations and communications teams amongst others, including the IWM Institute and the commercial events team.

This role will support the Audience Insight Lead, who oversees IWM's audience strategy and mission, supported by the Executive Director for Audiences and Public Engagement.


Your duties will include:


Onboarding into this role

Learn concepts and practices of audience research.
Develop an understanding of IWM’s audiences across the five branches.
Develop Project Management skills and approach.


External Engagement

Develop relationships with peers at national and smaller museums.
Engage with peers to enable learning from the sector.
Internal Engagement

Act as initial point of contact for internal teams looking for audience research.
Build relationships with IWM teams to connect audience insight to all activities.
Work with teams to build research briefs ahead of tendering.


Administrative Support

Support with administrative work for ongoing projects.
Raise POs for audience research projects.
Manage audience research projects conducted with internal teams, coordinating feedback, setting meetings, ensuring deadlines are met.
Coordinate with teams for providing research support on projects.
Manage and co-ordinate engagement programme on Audience First thinking and new segmentation.
At all times this work will require alignment with budgets, timelines, and museum objectives.


Internal Reporting

Review and support data assembly for quarterly audience research reporting.
With Audience Insight Lead, develop data visualisations for presentations of audience research.

Data Queries & Ad Hoc Analysis

Pull exit survey data as requested by teams, working with the Audience Insight Lead to ensure most appropriate data is provided.


Vendor Engagement

Engage with evaluation framework to support vendors.
Advise on and ensure review of quarterly survey questionnaire updates.
Co-ordinate on-site fieldwork timing.
Support working relationships and ensure deadlines are met.


Audience Understanding

Collect, understand and collate audience data from multiple sources and inputs; to present it in a clear and compelling way, including high level summaries.
Extract and communicate meaningful audience insights for teams across IWM who rely on audience research and insight to create the audience-facing programme and other audience-focussed activities.
Monitor audience segments across sites quarterly for shifts.
Support teams in understanding new audience segments.
Manage development of front-end audience surveys with internal stakeholders.
Review data from surveys to generate initial insights.


Evaluation of Exhibitions, Projects, Programming

Manage the creation of research and evaluation plans with the project team.
Provide support to teams undertaking research projects to ensure quality.
Maintain list of ongoing projects and identify ways Audience Insight can support.
Engage with vendors in development and analysis stages of external projects.

Developing a culture of audience research and engagement

Using project management skills, support the management of the Audience Segmentation project and its roll-out during the next year.
Manage and facilitate the creation of a programme of events and engagement activities across IWM to embed an audience-first approach and culture.
Maintain database of evaluations.
Engage with team on creation of audience research masterclasses.
Provide coordination and support for audience research masterclasses.

Anniversaries

Maintain the Anniversaries list and consult relevant internal stakeholders about anniversaries.
Co-ordinate and help to manage Anniversary-related projects and programmes.

For a full list of duties and the person specification (which your application will be marked against) please view the Job Description on the IWM Jobs website.

Museum Website: https://www.iwm.org.uk/jobs