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Judith (Jude) is Head of Audience Insights at Tate, where she has been for over 5 years now. She previously held Director positions at several different research agencies where she advised a diverse range of clients on their brand, communication and audience development strategies including – ZSL (London & Whispnade Zoo), HSBC, Clarks shoes, Sainsbury’s, The Royal Shakespeare Company, and BBC Worldwide – amongst others.
Judith also did a spell in Abu Dhabi, where she was a consultant for Abu Dhabi Tourism and Culture Authority on projects such as Louvre Abu Dhabi and Abu Dhabi Classics.
Leave something to the imagination – When to Omit Audience Insights
The customer is always right – but what about when they’re not? Museums are readily gathering more and more insights about their audiences that are informing how they curate their collections for exhibitions, how they discuss objects with their audience, and how they think about the visitor journey. But when is it advantageous to hold back? In this talk, we look at the production of a major arts commission about artificial intelligence at the Tate Modern, and how we used our audience insights to help the artist communicate their message, but also how strategically withholding some answers helped create stronger engagement with our visitors.