Museum income could grow with “Insight”

 A new digital research project called Insight has been launched with the aim of increasing financial performance in Museums and other cultural attractions. To do this the project partners are looking to recruit 200 cultural organisations nationwide to take part in a free trial before 31st October 2014. AIM members are invited to take part.

By collecting data about these organisations Insight will use sophisticated Predictive Analytic techniques, which have transformed industries such as financial services, retail, and highway safety, to provide site-specific performance projections allowing cultural organisations to plan with greater effectiveness than has previously been possible.

Insight is being is being delivered by three project partners; enterprise experts and cultural sector consultants Black Radley, software developers Ryan O’Neill Partnership and researchers from Bath Spa University’s Centre for Creative Computing. The project is supported by the Digital R&D Fund for the Arts – Nesta, Arts & Humanities Research Council and public funding by the National Lottery through Arts Council England.

Professor Peter Latchford OBE of Black Radley, the lead project partner, explains “In recent years, cultural organisations have had to rely much more heavily on earned income – a trend that is set to continue. Given the growing pressure on resources in the sector, the question has to be ‘how do we leverage the market information available with a method that is cost-effective, accurate, requires very little staff time and enables us predict better, plan better, and to maximise income?’”

Dr Joe Collins of software developers the Ryan O’Neill partnership believes Insight will go a long way to answering that question, “Insight isn’t about reinventing the wheel, it’s about gathering existing data on the factors that impact on commercial performance and combining them to create a market picture that is clearer than it ever has been before. That means that each participating organisation will receive a personally tailored analysis of the variables that impact their performance. The more participants, the better the analysis.”

Professor Andrew Hugill from Bath Spa University’s Centre for Creative Computing added: “Predictive analysis techniques offer serious possibilities for improving musem performance. This project is an excellent example of working across disciplines, as computer science and heritage studies meet.”

Museums, art galleries, historic sites and houses, and other cultural attractions are encouraged to register their interest in the Insight trial by contacting project manager Peter Collins at

For more information please contact Peter Collins, Enterprise and Culture Executive, on or 07896799748.


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