Insight into the potential and target audience for “The World of the Vikings,” a new central experience center that is in the planning stages at Moesgaard Museum (MOMU).
Culture & Attractions
Moesgaard Museum – Potential and Target Group Analysis for a New Experience Center in Aarhus
Background
MOMU is planning to establish a new experience center placed in the center of Aarhus, based on a large and updated Viking narrative “The World of the Vikings“.
As part of the project’s initial phase, MOMU has asked Silverlining Research to provide insights into potential target groups at a local, national, and international level and to estimate a preliminary visitor potential for “The World of the Vikings”.
Silverlining Research has conducted a potential and target group analysis for Moesgaard Museum (MOMU) in the winter of 2023/24.
Method
The acquisition of knowledge in these areas is done through various methodological approaches to ensure valid insights for MOMU. Therefore, Silverlining has carried out an extensive questionnaire survey with over 3,000 respondents in four countries, mapped the Danish attraction market through desk research, and secured deeper insights via expert interviews. Similarly, Silverlining has estimated an early visitor potential based on comparable attractions, which has provided a solid basis for comparison.
Results
The analysis has provided valuable and concrete insights into the future potential of the attraction among different target groups, which will form the basis for decision-making in the project’s future course and the further work with the project.
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Terje Vammen
Senior Director & Partner
Silverlining Research
Silverlining Research
Bjarke Bøgeskov
Project Director & Partner
Silverlining Research
Silverlining Research
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