Abstract

In order to become more inclusive, museums have to apply their knowledge from audience research and visitor studies. However, this is easier said than done as research generates statistics which are sufficiently abstract to apply in daily work. The personas method, developed for marketing projects and information design in computer science, can provide a solution. Personas are representations of archetypical users, based on quantitative and/or qualitative data. The use of personas allows museums to identify typical user needs and goals, and develop user representations that stand for (stereo)typical requirements suitable for use in the information design process for both exhibits and information material such as brochures or Web sites. The personas method also helps to develop more user-oriented products and services, becoming an important part of improving the museum experience. Having an appropriate understanding of visitor needs is critical for both traditional and virtual museums. To achieve these goals, professionals can use their experiences and data from marketing and visitor studies to identify target groups. The application of personas translates these data or experiences into concepts that can be easily applied in information design.