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Audience segmentation and research has become a hot topic in museums, especially when it comes to crafting appealing offerings that are customized to different kinds of visitors. On September 10, the Whitney Museum of American Art started offering a new membership called "Curate Your Own," in which members select one of five specialized "buckets" of benefits in addition to core admission and discount benefits. This isn't just a prototype; the Whitney expects to transition all basic level memberships to segmented memberships over the next several years.
I just got home from the Museums and the Web conference in Indianapolis. I’d never attended before and was impressed by many very smart, international people doing radical projects to make museum collections and experiences accessible and participatory online. But I left uneasy, grappling with questions that plagued me throughout the conference.
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