Case Study: Natural History Museum creates a unified audience segmentation with BVA BDRC

Natural History Museum - Customer Case Study

The Natural History Museum worked with BVA BDRC to support its new strategic mission of “creating advocates for the planet.” To do this, the museum needed a clearer, shared understanding of its current and potential audiences across domestic and international markets, members, visitors, online users, staff, and existing research.

BVA BDRC delivered a research-led segmentation built from multiple stages of primary and secondary research, and also provided an algorithm to assign people to segments accurately in future. The result was a clearer distinction in sustainability attitudes, behaviours, and museum-visiting patterns, giving the Natural History Museum a stronger foundation for aligning departments around shared mission and financial goals.

Natural History Museum

Richard Orr

Head of Marketing