GLAMorous Folk : putting audiences at the heart of the University of Oxford GLAM’s digital strategy (7)


Thursday, April 04, 2019: 6:40pm - 7:40pm - Constitution: Demonstrations 1

Helen Adams, GLAM, University of Oxford, UK

How the University of Oxford’s Gardens, Libraries and Museums (GLAM) is turning its Digital Strategy upside down to focus not on technology and solutions, but on its audiences, their needs and expectations. This talk will discuss how GLAM approached audience research – looking at the digital behaviours of both physical and remote users -, some of the headline findings and how we are seeking to embed the resulting Audience Framework and User Journeys into everything we do to ensure accountability, inclusivity, consistency of provision, and demonstrable impact and change…not always an easy thing to do in a complex, multi-site organisation with 1500+ staff that’s part of an ancient and traditional university.

Mendoza, N., 'The Mendoza Review: an independent review of museums in England' (2017), p62-66; accessed at
UK Department for Digital, Culture, Media and Sport, 'Culture is Digital' (2018); accessed at
Falk, J., 'Understanding Museum Visitors' Motivations and Learning'; accessed at
Morris Hargreaves McIntyre, 'Collecting Learnings: Surveying Eastern Art Online Users to inform online collection development', Ashmolean Museum, University of Oxford (2017)