London Transport Museum Annual Visitor and Market Research

For the past decade, London Transport Museum has conducted regular onsite customer satisfaction research to understand the experiences and motivations of visitors, retail shoppers and café customers. This long running programme has provided essential insights into satisfaction, visitor demographics, operational performance and brand awareness, enabling the Museum to track trends, benchmark performance and support annual planning. The Museum is now entering a new phase. Following a recent total market survey and segmentation refresh, and with a new CRM system enabling post visit email surveys from 2027/28, we are updating our approach to ensure continued robustness while reflecting changing organisational needs.

Upcoming capital developments will also require more frequent insights into visitor experiences as spaces evolve, and this piece of ongoing research will be required help test themes and ideas with audiences during this period of change. We are therefore seeking a research partner who can, for the next three to five years, deliver reliable, unbiased audience insight while embracing innovations such as AI and best practice methodologies.

The supplier will help us understand motivations, expectations, experiences and profiles across Museum, Retail and Catering audiences; keep our segmentation framework active and insightful; and provide timely reporting to support internal decision making, planning and stakeholder reporting. The purpose of this preliminary market engagement is to source a research partner who can contribute to developing the most effective method for delivering the research.