Job Description

Opportunity ID

590

Location

IWM London

Career Level

D

Salary

40,000 to 44,000 per annum

Hours

36 hours net per week

Department

Audience Insights

Position type

Fixed Term

Job Summary

The Audience Insight function at IWM provides the organisation with the tools it needs to learn from and understand audiences in order to create original, popular and thought-provoking programming and to maximise engagement. The team leads audience research across the five branches, including market research, formative and summative evaluations for programming and major projects, ongoing audience insight and tailored audience research projects to support organisational priorities.


This new role will build capacity in the team as it embarks on a major project set out in the current Corporate Plan to renew and refresh IWM's approach to audience segmentation, and more widely to create and embed an "audience-first" culture and approach to all activity at IWM.


This project - which you will help to manage - will embed a sophisticated understanding of audiences at the heart of IWM's programming, decision-making and strategy. It will deliver clear and nuanced audience focus and insight, integrated into all activity, from ideation and development of programmes and projects, to public engagement, marketing and communications.


You will work with quantitative data sources such as visitor numbers and survey data as well as collecting and working with qualitative data. You will collaborate effectively with external and internal stakeholders including the curatorial, exhibitions, learning, digital, development, commercial, marketing, operations and communications teams amongst others, including the IWM Institute and the commercial events team.


This role will support the Audience Insight Lead, who oversees IWM's audience strategy and mission, supported by the Executive Director for Audiences and Public Engagement.

Your duties will include:

Onboarding into this role

Learn concepts and practices of audience research. Develop an understanding of IWM's audiences across the five branches. Develop Project Management skills and approach.

External Engagement

Develop relationships with peers at national and smaller museums. Engage with peers to enable learning from the sector.

Internal Engagement

Act as initial point of contact for internal teams looking for audience research. Build relationships with IWM teams to connect audience insight to all activities. Work with teams to build research briefs ahead of tendering.

Administrative Support

Support with administrative work for ongoing projects. Raise POs for audience research projects. Manage audience research projects conducted with internal teams, coordinating feedback, setting meetings, ensuring deadlines are met. Coordinate with teams for providing research support on projects. Manage and co-ordinate engagement programme on Audience First thinking and new segmentation. At all times this work will require alignment with budgets, timelines, and museum objectives.

Internal Reporting

Review and support data assembly for quarterly audience research reporting. With Audience Insight Lead, develop data visualisations for presentations of audience research.

Data Queries & Ad Hoc Analysis

Pull exit survey data as requested by teams, working with the Audience Insight Lead to ensure most appropriate data is provided.

Vendor Engagement

Engage with evaluation framework to support vendors. Advise on and ensure review of quarterly survey questionnaire updates. Co-ordinate on-site fieldwork timing. Support working relationships and ensure deadlines are met.

Audience Understanding

Collect, understand and collate audience data from multiple sources and inputs; to present it in a clear and compelling way, including high level summaries. Extract and communicate meaningful audience insights for teams across IWM who rely on audience research and insight to create the audience-facing programme and other audience-focussed activities. Monitor audience segments across sites quarterly for shifts. Support teams in understanding new audience segments. Manage development of front-end audience surveys with internal stakeholders. Review data from surveys to generate initial insights.

Evaluation of Exhibitions, Projects, Programming

Manage the creation of research and evaluation plans with the project team. Provide support to teams undertaking research projects to ensure quality. Maintain list of ongoing projects and identify ways Audience Insight can support. Engage with vendors in development and analysis stages of external projects.

Developing a culture of audience research and engagement

Using project management skills, support the management of the Audience Segmentation project and its roll-out during the next year. Manage and facilitate the creation of a programme of events and engagement activities across IWM to embed an audience-first approach and culture. Maintain database of evaluations. Engage with team on creation of audience research masterclasses. Provide coordination and support for audience research masterclasses.

Anniversaries

Maintain the Anniversaries list and consult relevant internal stakeholders about anniversaries. Co-ordinate and help to manage Anniversary-related projects and programmes.

For a full list of duties and the person specification (which your application will be marked against) please view the .

August 26th 2025, 9:00 AM

August 26th 2025, 9:00 AM

Interview Details

Interviews for this post are planned for the week commencing 1st September 2025


Benefits
The benefits listed below are discretionary and IWM reserves the right, with due notice, to vary or withdraw them at any time. All such benefits apply during the course of your employment only.

Annual Leave:

You'll have 25 days of annual leave, with public holidays on top. After 3 years, this increases to 27 days and after 5 years, you'll get 30 days

Company Group Pension Plan:

Our commitment to your financial well-being includes competitive employer contributions to your pension starting at 7% to a maximum of 12%.

Enhanced Maternity and Paternity Benefits:

Celebrate life's milestones with confidence, knowing that our policies support growing families.

IWM4me:

Tailor your benefits to your unique needs through IWM4me. Access health, protection, and lifestyle benefits at corporate rates, ensuring your holistic well-being.

Free Sanitary Products:

We prioritise your comfort by providing free sanitary products across all our sites.

Retail Discounts:

25% off IWM Cafes, 20% discount in on-site shops, Benefits hub offering retail discounts to several high street shops (via our EAP provider) and MyActive discounts for health and wellbeing based retail discounts (via IWM4me)

Free Entry to IWM Air Shows:

Witness the thrill of vintage aircraft at our air shows.

Free Entry to Partner Museums & Galleries:

Immerse yourself in art, history, and culture through our reciprocal arrangements with other institutions.

In-House Training Programmes:

Fuel your intellectual curiosity and professional growth through our comprehensive training initiatives.

Season Ticket Loan Scheme:

Simplify your daily commute with our interest-free loan program.

Cycle 2 Work & Cycle Hire

:

Promote well-being and environmental consciousness by cycling to work.

Eye Tests:

Money back up to 80 for an eye test and a new pair of glasses.

Employee Assistance Programme:

Access confidential support for personal or work-related challenges.

Benenden Healthcare & Dental Insurance:

Prioritise your health with access to quality healthcare services (subject to terms and conditions).

Civil Service Sports Club Membership:

Opportunity to join and enjoy additional discounts and perks as part of a vibrant community.

Staff Events and Networks:

Join fellow colleagues in social gatherings and events, fostering camaraderie and shared experiences.

...and more!


Ready to embark on this exciting journey with us? Apply now and become part of IWM!

Disclosure and Barring Service Check

This post is subject to the Rehabilitation of Offenders Act (Exceptions Order) 1975 and as such it will be necessary for a submission for Disclosure to be made to the Disclosure and Barring Service (formerly known as CRB) to check for any previous criminal convictions. This role is subject to:



A basic check, which shows unspent convictions and conditional cautions.


Equal Opportunities and Flexible Working
IWM is committed to a policy of Equal Opportunities.




We miss out when people feel IWM isn't for them, and are committed to removing and reducing barriers to make IWM open to everyone.




Our Access and Inclusion strategy has been developed to promote openness, equal opportunities to access, inclusivity and encourage diversity in everything that we do, from employment practices, the services we provide to our visitors to the facilities we make available to public.




At IWM we seek to address the need for greater diversity within our workforce as well as the wider museum and heritage sector. In all our practices we embrace diversity and promote equality of opportunity and we welcome applications from suitable candidates of all backgrounds.



We value and respect difference and are committed to building an inclusive culture by creating an environment where you can balance a successful career with your commitments and interests outside of work. We believe that you will do your best at work if you have a work / life balance. Some roles lend themselves to flexible options more than others, so if this is important to you please raise this with your recruitment contact, as we are open to discussing agile working opportunities during the hiring process.