In an age of sensory overload and attention economy, cultural institutions such as museums, theaters and concert halls are faced with the challenge of having to constantly realign and reposition themselves. be able to compete for the public's attention, offers must be specifically tailored to the needs and wishes of their visitors. In this context, key trend is the target group-oriented development of offerings, which can be supported by user-centered methods such as design thinking.
Design thinking: a user-centered perspective instead of an offer logic
In contrast to many traditional approaches in science and practice, which are primarily based on the technical solvability of a problem, design thinking places the user's wishes and needs at the center of the process. Design thinkers therefore consciously take on the role of the user and, in the case of cultural institutions, look at the issue through the eyes of the visitors. This perspective represents a radical change compared to the classic logic of offerings, which has long been dominated by the institutional structures and resources of cultural institutions. Instead of relying on internal capacities and traditional programs, the institutions are orienting themselves more towards the interests, usage habits and living environments of their target groups. Only if cultural offerings such as exhibitions, guided tours or performances present real added value for the target groups can the institutions create lasting acceptance and loyalty.
This is where various design thinking approaches come into play: with methods such as empathy maps and persona development, cultural institutions can put themselves in the shoes of their users and design their services from their perspective. Empathy maps help to capture the emotional and functional needs of the target groups, while a persona development creates detailed user profiles that represent the different segments of the target group. In a next step, these techniques enable cultural institutions to not only create offerings that are better tailored to the needs of their visitors, but also innovative and relevant experiences that foster a deeper connection between them and their audiences.
Targeted development of offerings: the use of data and stakeholder participation
A design thinking-based development of offerings is particularly successful when data-based and participation-oriented approaches are integrated. The collection of user data via various channels such as online interactions or visitor surveys enables a deeper understanding of the needs and behaviors of the target groups. This data-based work is essential for making informed decisions when targeting visitor interests and developing new programs. Data analyses also provide valuable insights into user behavior and early trends as well as optimize the effectiveness of marketing strategies. With the help of agile methods such as iterative cycles, cultural institutions can react flexibly to feedback and continuously improve their offerings. In addition, the increasing involvement of target groups through participatory formats such as focus groups, creative workshops and digital communities not only increases the relevance and acceptance of the offerings, but also promotes the identification of visitors with the cultural institutions. At the same time, it is crucial to involve other stakeholders such as sponsors or employees in order to take into account expertise on local conditions and opportunities.
Excerpts from our project work: Design thinking in practice
As a pioneer in modern strategic approaches, actori places a special focus on design thinking methods, which have proven to be decisive for the development of targeted offerings in cultural institutions. An exemplary project for this is an ongoing museum conception and feasibility study. In this context, actori designed a survey which recorded over 400 responses. A segmented data analysis formed the basis for the creation of detailed personas that precisely and tangibly depicted the museum's diverse target groups. In addition to the extensive user data, a workshop was organized involving over 33 stakeholders. In this workshop, potential offerings were collected and clear target visions for the museum were defined. The active involvement of these stakeholders, including experts from various disciplines, local communities and other relevant actors ensured that the programs and activities developed not only meet the individual needs of future visitors, but also add significant value to the cultural landscape.
actori is happy to help you develop target group-oriented offerings for your audience. Thanks to our many years of expertise in data-driven analyses and various participation formats, we successfully use different methods and strategic approaches to develop tailor-made offers with and for our clients.
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An article by Sophie-Therese Mitterer, consultant.