In 2015, the National Archives of Australia (NAA) sought to map, analyse and better understand their physical and digital audience in order to inform the strategic direction for key business programs and marketing activity across their five-year plan. NAA also required a gap analysis of that audience and an evaluation of the methods currently deployed for counting visitors.

With hundreds of thousands of visitors accessing NAA collections in six different physical locations in Australia and global audiences using multiple digital platforms to access NAA information and services, this was a complex research task. This project also had formidable time constraints.


•   We used face-to-face, telephone based and digital quantitative and qualitative research methods to secure national and international survey responses with over 1300 responses collected, collated, analysed, evaluated and reported.
•   We produced an audience mapping report to benchmark and track user behaviour and the National Archives’ digital footprint.
•   ‘The NAA Report’ : To meet the needs of internal stakeholders to use, particularly those without audience research application knowledge, we developed a colour coded schematic and introduced graphic elements to enable easy reading and future use of the final report itself.
•   We developed summaries, an in-depth report and recommendations, and a visual presentation, which OPF delivered to senior NAA Departmental and SES personnel.

The report provides a benchmark to measure the NAA’s success and influence in the future. It was very well received.