Hybrid is working with Whose Story? staff to evaluate the success of this initiative. Whose Story? is an audience development and outreach programme based within 4 very different properties and spaces in the West Midlands. A range of work is taking place to connect new audiences to the sites and deliver innovative and engaging events. The programme of work includes organisational and staff development, volunteer recruitment, outreach projects, activities and events.

Hybrid has considerable experience working with The National Trust. This began when we were asked to carry out research exploring audience development. We ran a series of focus groups with young people, community groups and arts professionals at three National Trust properties. In order to encourage engagement, we worked with an artist to deliver these. The participants therefore benefited from a more creative experience than conversation alone might have achieved. The focus groups provided staff with considerable insight into processes of engagement as well as existing perceptions. Alongside this we carried out wide ranging one to one interviews with community groups, individuals and National Trust staff. We produced a comprehensive report that included wide ranging recommendations for National Trust staff; the report contributed towards the National Trust’s successful Heritage Lottery Fund application for £400k. A further report was commissioned which focused upon perceptions of National Trust parks and open spaces.