National Trust Audience Categorise

The National Trust have put time and effort into creating specific audience categories as they have cleverly realised that people are different  – they enjoy and expect different things. Their categories have been established by looking at peoples motivations and mindset for visiting places. In total there’re seven audience categories:

  • Young Explorer Seekers
  • Live Life to the Full
  • Curious Minds
  • Out & About
  • House & Family
  • Kids First Families
  • Explorer Families

Max Gate and Hardy Country mostly attract Curious Minds (59%) then Out & About (19%) then Explorer Families (10%). The National Trust have created very helpful PDFs (see below) which have helped me to understand the people behind these categories. It would be great to attract more people from the latter categories (Out & About and Explorer Families), we will consider these characters heavily when creating the house and garden trails.

Screen Shot 2013-05-08 at 14.49.15Screen Shot 2013-05-08 at 14.49.28Screen Shot 2013-05-08 at 14.49.38


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