© Birmingham Museums Trust
What the problem was
Birmingham Museums Trust (BMT) needed to undergo a fundamental transformation to become a resilient and financially sustainable organization. This required restructuring, cultural shifts, workforce development, and deeper audience insights to support its ambitious vision.
What we did
Indigo was appointed as the lead contractor for market research to lay the foundation for this transformation. Our work involved:
- Conducting quantitative and qualitative research with Birmingham residents to understand their perceptions of museums, their role in people's lives, and attitudes toward Birmingham Museums.
- Testing ideas for future programming and service delivery with different visitor segments.
- Providing audience insights to inform the new business strategy and support decision-making.
What the results were
The research and audience insights gathered during this first phase are helping shape the organisational transformation of BMT. The findings will influence future programming, visitor engagement strategies, and business planning, ensuring that Birmingham Museums are more aligned with the needs and interests of their audiences.
The team at Indigo provided competence and pragmatism, as well as audience expertise; their work was a strong asset to our project, while their approach was a valued voice within the project team.
Robert Lewis, Birmingham Museums Trust