Audience Research Project Report


Audience Development

Audience Segmentation of the Indian Demography

This report marks the first step in an on-going process of audience research and development. The data found in this project can therefore act as a basis to identify questions for future projects. As an exploration of the perspectives of the Indian audience about museums, arts spaces, and how these fit into cultural practices, opportunities and geographies, this report has highlighted some interesting insights. To highlight the applications of this data, we have listed some department-specific insights, followed by recommendations.

Authors: Commissioned by Museum of Art & Photography, (MAP) Bengaluru. Compiled by ReReeti Foundation.

Key Findings

  • Education – Film is a universally preferred medium for leisure, and so would drive audience engagement. It is also adaptable as a digital experience. Although English and Hindi dominate language preferences, considering audience expectations for regional language programming by museums, Kannada or other South Indian language film screenings are likely to be popular, and widely attended.
  • Exhibitions – Exhibitions must have multilingual signage, including regional languages.Combining art exhibitions with live music or painting, festivals, workshops or other simultaneous activities may increase footfall.
  • Communications – Adapting to technology has been relatively easy for the audience with the pandemic. Senior citizens have also had to get used to the increased use of digital mediums for consuming culture. The emergence of this new situation that has pushed more people to digital spheres can therefore be used to reach out to more and larger audiences


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