AUDIENCE EXPLORATION AND TESTING BRIEF: RESEARCH, ADVICE AND LISTING

We are seeking to better understand audience needs for our research, advice and listing presence. We want to better understand:

o A closer picture of who the audiences are for the three headings above o How aware are they of our wider offer and what are their impressions of it? o What their goals are in coming to us- what will they use resources for o How do we fit into the wider picture of their use of heritage resources? o What are their pain points in finding and exploring our resources? o What are their preferred formats? o How can we improve delivering this offer to them?

Information architecture may be one part of the exploration but there is a separate discoverability project examining this at a high level and this new work isn't intended to duplicate that.