Understanding people’s motivations and usage of the online collection

Organisation Tate

This is an easy to read report on Tate’s 2014 investigation into the motivations of the thousands of visitors who visit their online collections.

Not only is this useful for anyone considering how to present their collections online and what to present, it also gives valuable insights into how to go about the business of analysing online visitor behaviour, what kind of questions you should ask and more importantly what you might do with the findings. It also introduces the idea of ‘segmenting’ your audience and why that might be useful.

Rights Tate
Published March 2014
Format Web page and PDF
Creator Elena Villaespesa