The contract covers 18 sites in total and is one of the largest for cultural market research. DJS Research was awarded the contract following an extensive review and selection process.

The consortium wants insights to better understand their own audiences and how these compare across different sites and organisations, and DJS Research said it would also look more broadly, beyond the cultural sphere, to other relevant sectors.

This will include using its new tool to measure visitor Experience – MoVE – that it plans to launch later this year to help benchmark the consortium’s visitor finding as well as understand wider visitor engagement.

Judith Comyn, head of audience insight at Tate, said: “The consortium formed some nine years ago to conduct rolling visitor research across all our sites allowing us to share insights and to benchmark. We recently undertook an extensive collaborative procurement exercise to choose the supplier who would provide us with robust and predictive insights over the next four years. DJS Research put forward an innovative solution that will not only achieve this but will also help us explore more widely, as to how we compare with other relevant sectors, such as leisure and tourism.”

DJS will conduct on-going audience research in London, Manchester, Liverpool and St. Ives for the consortium which is made up of: British Museum, Horniman Museums & Gardens, Imperial War Museum (London), Imperial War Museum North (Manchester), Museum of London, Museum of London Docklands, National Gallery, National Portrait Gallery, Natural History Museum, National Army Museum, Science Museum, Tate Britain, Tate Modern, Tate Liverpool, Tate St Ives, V&A, V&A Museum of Childhood and the Wellcome Collection.

Kate Slater, research director at DJS Research, said: “We’re delighted to have been selected to carry out this research for such a prestigious consortium of world-class visitor attractions. We look forward to helping the consortium drive reach, revenue and reputation with their cultural audiences and beyond.”