Client case · Van Gogh Museum

Van Gogh Museum - Defining Target Audiences Through Values-Based Insights

With a collection encompassing more than 200 paintings, almost 500 drawings and over 700 letters, the Van Gogh Museum in Amsterdam brings together the largest collection of works by Vincent Van Gogh anywhere in the world.

Client:

Van Gogh Museum
Expertise:

Segmentation & Personas
Market:

Museums & Culture

Audience

Understand persuasion techniques and media consumption patterns
Approach

Inspire exhibitions that resonate with the outlook on life of target audiences
Impact

Measure core KPIs such as brand preference and visit intention

The challenge

Defining the target audience

The Van Gogh Museum needed a clear and well-supported strategy to define its target audience. It was crucial to understand what motivates people, so a values-based approach was essential. Additionally, relying solely on country-level data was insufficient because its visitors come from diverse backgrounds around the world.

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How can a values-based approach help the Van Gogh Museum define and understand its target audience?

Our Approach

Establishing target audience groups

Examine global and culturally oriented consumers

Drawing upon insights from Glocalities and other models, the Van Gogh Museum established its target audience groups. Initially, it examined global consumers and subsequently focused on culturally oriented consumers.
Discern six distinct sub-target groups

Within the culturally oriented segment, the Van Gogh Museum discerned six distinct sub-target groups.
Guide exhibition and communication decisions

In practical terms, Glocalities insights guide the Van Gogh Museum in making decisions regarding exhibition titles, determining which exhibitions would resonate with its target audiences and devising effective communication strategies to engage its audiences.

The outcome

What the client gained

Comprehensive insights into the target audience

The Glocalities Insight Platform provides comprehensive insights into the preferences and unique characteristics of the museum’s entire target group when compared to the broader population of the Netherlands. It also enables the museum to discern differences and commonalities among various sub-target groups.
Understanding persuasion and media consumption

The platform proves invaluable in understanding persuasion techniques and media consumption patterns, extensively studied by brand marketers. It also offers pertinent data on sustainability, aiding the museum in the formulation of its sustainability objectives.
Measuring core KPIs

The collaboration with Glocalities has helped the museum’s marketers and communication colleagues measure its core KPIs. These KPIs encompass critical aspects such as brand preference, visit intention and the embodiment of brand values.

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Distinct sub-target groups within the culturally oriented segment

The Van Gogh Museum identified six distinct sub-target groups within its culturally oriented audience.

The Glocalities insights guide the museum in making decisions regarding exhibition titles, determining which exhibitions would resonate with its target audiences and devising effective communication strategies to engage its audiences.

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“The Glocalities Insight platform proves valuable in understanding persuasion techniques and media consumption patterns, extensively studied by brand marketers.”

Laurine van de Wiel

Senior Marketing Advisor, Van Gogh Museum

In short

From data to campaign decisions

Drawing upon insights from Glocalities and other models, the Van Gogh Museum established its target audience groups. The insights guide decisions regarding exhibition titles, determining which exhibitions would resonate with its target audiences and devising effective communication strategies to engage its audiences.

Client evaluation

Glocalities’ data and insights were an ideal fit for addressing these requirements.

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