Measuring experience

Over the summer of 2014, Northstar, in collaboration with the London School of Economics, conducted an ethnographic study at the Royal Academy of Arts, exploring the Summer Exhibition audience and their motivations.

The study was designed to help the Royal Academy to understand their customers in order to be able to better target new generations of visitors, as well as to help refine the future instalments of the exhibition. It also enabled Northstar to conceptualise and road test a new research approach.

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