Site Visits and Workshop

You can choose from 4 different site visits/workshops:

Wiener Konzerthaus

Audience Insight Research in Support of Organisational Change Management

The Wiener Konzerthaus is one of the leading concert halls in Europe and sells more than 500,000 tickets per season. It organises about 550 concerts and events encompassing a broad range of art forms and music genres ranging from symphony concerts and chamber music to world music, Jazz, literature, silent films with live music, as well as pop.

International stars such as Lang Lang, Joshua Bell, Mariza, Winton Marsalis, John Malkovich or Hilary Hahn regularly perform at the Wiener Konzerthaus.

The wide variety of events means catering to diverse audiences with different needs and expectations – both in terms of the programming and communication. As part of an organisational process of change – ranging from an even stronger focus on artistic excellence as well as relevance and accessibility for all, internal re-structuring, re-branding and an ISO certification for quality management – a recent visitor and non-visitor study is helping shape the way forward for the organisation.

This workshop will give insights into this process, share key learnings and also touch on the challenges that were encountered.

Facilitator: Lisa Baxter


Kerstin Glasow has worked in arts marketing for more than thirteen years. Currently she is Head of Marketing and Communications at the Wiener Konzerthaus in Vienna where she oversees the concerthall’s marketing, PR, digital and branding strategies as well as market and visitor research, evaluation, audience development and partnerhips. Before moving to Austria, she worked for leading arts organisations in London for eight years, focussing on museum marketing, among others at the Courtauld Gallery and the  Courtauld Institute of Art. In her role at the Art Fund, the UK’s national fundraising charity for art, Kerstin took the strategic lead on liaising with the Art Fund’s network of 680 museums and galleries, promoting their collections and exhibitions to art lovers across the UK. With her team she developed a ticketing app for UK museums as well as the first crowdfunding platform for museums and galleries, Art Happens, which so far has raised hundreds of thousands of pounds. Prior to this, Kerstin was responsible for all marketing and PR activities at the Baden State Museum in Karlsruhe, Germany.

Since 2015 Katja Frei has been working as Senior Project Manager of the Music Education Department at the Wiener Konzerthaus in Vienna where she develops and executes music education projects for every age group. After graduating as a violinist (diploma degree for orchestra and teaching) in 2004 Katja worked at the Oldenburgische Staatstheater and the Hamburg Symphony, among others. From 2010 she contributed to the work of the Hamburg music project for children and young people “The Young ClassX”, which was initiated by a company (Otto Group) and established in close cooperation with the Ministery for Schools and Vocational Training. In 2011 she assumed the position of project manager for this non-profit-organisation until August 2015. In 2012 Katja finalised her Master of Music for music management and music education at the Hochschule für Musik Detmold and has since then been guest speaker at several music academies and universities such as the Hochschule für Musik und Theater Hamburg, the Hochschule für Musik Detmold, der Hochschule für Künste Bremen or the Anton Bruckner Privat University Upper Austria.

Rico Gulda was born in Zurich, Switzerland. He grew up in Munich, Germany, where he began his piano studies with his Japanese mother Yuko. He then continued with legendary German virtuoso Ludwig Hoffmann, later with Prof. Noel Flores in Vienna, and his father, the late pianist-composer Friedrich Gulda. Initially embarking on a career as instrumentalist, he performed internationally with orchestras such as the Verdi Orchestra Milan, Mozarteum Orchestra of Salzburg, National Orchestra of Belgium, Czech Philharmonic of Brno, Radio Orchestra  Svizzera Lugano, Sinfonia Varsovia, Bruckner Orchestra Linz,  New Japan Philharmonic, Vienna Virtuosen, touring through Europe, USA and the Far East. Since summer 2013, he heads the department of Artistic Planning and Dramaturgy for the over 600 self-promoted concerts at the Wiener Konzerthaus, striving towards artistic and organisational excellence. He is also  Artistic Director of the renowned Festival Oberösterreichische Stiftskonzerte.


Hofmobiliendepot – Imperial Furniture Collection

Evaluation of strategy and visitor experience

The Hofmobiliendepot invites participants to discover one of the largest furniture collections in the world and its special exhibition on “Maria Theresia”. This session is about getting to know the museum as a visitor and subsequently debating with staff and management whether the current strategy and positioning meets the needs of their potential target audiences.

Get a first glimpse of the museum prior to your visit online at: or see pictures on Instagram:

Facilitator: John Falk


Ilsebill Barta – Head of Department II/6 – Curatorial and Scientific Affairs / Federal Ministery of Science, Research and Economy

Markus Wiesenhofer, Assistant to the Director / Strategy & Development

Josefa Haselböck, Marketing Manager for Imperial Furniture Collection and Sisi Museum, Imperial Apartments and Silver Collection

Markus Laumann, Head of Operations, Imperial Furniture Collection


ZOOM Children’s Museum

A learning and flexible organization

Children’s museums are special museums: they define themselves more by their target group – children – than by their collections. Accordingly, the focus is on the visitors. This naturally means that Children’s museums must get to know and understand their own target groups and then design their programs to meet their needs and interests.

The ZOOM Children’s museum boasts more than 20 years of experience in developing museum programs for kids and families. In the past 5 to 10 years the interests of the public have expanded considerably and now present a differentiated spectrum. ZOOM is an adaptive and flexible organization with well-developed mechanisms of practical self-evaluation accompanied by supporting research. This enables it to respond to the changing needs of its target audience and address current issues. The workshop draws on this long-term experience to present and discuss examples.

Facilitators: Lynn Dierking & Sasha Palmquist


Elisabeth Menasse, Director

Born 1954, studied history, psychology and philosophy at the University of Salzburg. Ph D in history, researcher and lecturer in the fields of history of childhood and history of science at the Universities of Klagenfurt and Vienna. 1997-2002 coordinator of the research-programme “Xenophobia” in the Austrian Federal Ministry of Science.

Since 2003 director of ZOOM Children’s Museum in Vienna. From 2003-2011 board member of the European Children’s Museums Association Hands on Europe.

Christiane Thenius, Head of Marketing and ZOOM Science

Christiane Thenius studied Classical Archaelogy, Ancient History and Cultural Management. After working as archaeologist, she was part of the concept team of the re-opening of a small museum on ancient roman archaelogy in Lower Austria.

Since 2000 she has been working at ZOOM Children’s Museum. From the very beginning Thenius is involved in the Marketing and PR and responsible for the digital collection of the museum. She co-developed hands-on-exhibitions for children on the research-method of Archaelogy and on the topic of Greek Antiquity. Since 2003 she puts a special focus on science communication for children and organises science lectures for children.

Christian GANZER, Head of Exhibition

Christian Ganzer (*1973 in Lienz, Austria) is Head of Exhibition at ZOOM Children‘s Museum in Vienna.  In 1995, he started  as a mediator und a workshop constructor part-time at ZOOM while studying sculptory at the University of Applied Arts in Vienna. In 2001 he became Head of  ZOOM Animated Film Studio and changed 2010 to the current position .
He developed hand’s on exhibitions covering the topics construction culture, life in the Middel-Ages, the pros and cons of plastics and the world of visual and acoustic orientation of people in the environment.


Austrian Museum of Architecture (A zW)

How to set up Personas – and what to do with them (Workshop)

What do you do with all the statistics and data you have gathered about your (potential) visitors/users? You could transpose them into personas, i.e. constructed and thus fictitious but nonetheless useful profiles of (potential) visitors/users. They will tell you about their needs and expectations and help you tailoring your offers – be they exhibitions, hands-ons, digital or interactive exhibits, websites or any other communication instrument.

Personas are archetypical user representations based on quantitative and/or qualitative data gained from visitor research. Their main purpose is to identify and to “embody” typical user needs, expectations and behaviours. Personas then become examples of (stereo)typical profiles for whom the offer is developed, a reference to cling to during the design process, the definition of strategies, the implementation of innovative ideas and so on. Therefore, the personas method is an effective communication tool, a way of making research data tangible and understandable and a help to develop more user-oriented products and services.

This workshop will provide the participants with an introduction to the personas method and its implementation by creating personas together.


Katherina Ritter, Programme Coordinator

Workshop Agenda

* Introduction to the personas method

* Introduction to the workshop data

* Creating personas (hands-on activity)

* Presentation and discussion of results

* Conclusions

Workshop Facilitators:

Stéphanie Wintzerith

Stéphanie Wintzerith PhD is carrying out evaluations and visitor studies for museums and other cultural institutions. She graduated at the European School of Management (Paris-Oxford-Berlin) and holds a master in Ethnology (Strasbourg, France). She earned her doctoral degree in Sociology at the University of Karlsruhe (Germany) in 2006, working on the international cooperation of museums and its intercultural dimension.

After two years as scientific director of the Centre of Evaluation and Visitor Research at the Badisches Landesmuseum in Karlsruhe, Stéphanie set up as a freelancer in 2008. She has been working on visitor research and evaluation projects ever since with a strong focus on international assignments. She has also contributed to several publications and is giving the online course dedicated to evaluation in the museOn programme (University of Freiburg). Stéphanie is an active member of ICOM, currently serving on the board of ICOM CECA.

Werner Schweibenz

Werner Schweibenz PhD studied information science at the University of Saarland, Saarbrücken. Since 2007 he works for MusIS (MuseumsInformationsSystem), a branch of the Library Service Centre (Bibliotheksservice-Zentrum). MusIS coordinates the digital object documentation of the State Museums of Baden-Wuerttemberg.

In 2000, he thought his first seminar on personas in the context of a research project sponsored by the Deutsche Forschungsgemeinschaft. Since then he works with personas in different fields such as Web design, accessibility and technical communication. In 2008 he started to deal with personas as a communication tool in the context of audience research for museums.