What’s meant by the term audience and who are they? Audience development research at Greenbank Garden, National Trust for Scotland, Glasgow and the West Region

Abstract

This study conducted audience development research at Greenbank Garden, Clarkston. This Grade A listed Walled Garden and Georgian House is part of the National Trust for Scotland (NTS), Glasgow and the West Region (National Trust for Scotland, 2013). Prior to this study no formal audience development research had been carried out at the site. The term ‘audience’ in the context of Greenbank was defined and audience development frameworks that have been applied to the culture sector in Britain were explored. Focus group method and semi-structured interviews determined the current and potential audience at the property. Current and potential audience values were explored through semi-structured audience interviews and audience development frameworks. Finally, based on the audience values and in line with the new strategic direction of the trust, recommendations for maintaining the current and attracting the potential audience were provided.