chapter  5
Welcoming visitors
Pages 16

The first thing is to understand that ‘the public’ can be broken down into constituent groups which tend to have at least some characteristics in common. The concept of target groups’, borrowed from market research theory, is a useful one. All visitors will have a variety of physical, intellectual and social needs in common, while equally all groups will have their own special needs. Making provision for common needs, and reviewing the museum experience from the point of view of each target group, will go a long way towards enabling most people to enjoy museums. It is important to remember that the concept of target groups is used as an inclusive, not an exclusive, measure (Dickerson, 1991).