IMPAKT selected for DOORS Phase 2

Digital Incubator of Museums network research programme

IMPAKT has been selected to continue into the second phase of DOORS – Digital Incubator for Museums. Phase 1 consisted in a series of workshop and inspiration sessions aimed at helping us develop a successful pilot proposal to execute in phase 2. As part of our proposal we will organise two pilot events in the coming months to improve the audience experience at hybrid events.

DOORS is an initiative by Ars Electronica, MUSEUM BOOSTER and Ecsite, funded by the European Union’s Horizon 2020. The programme supports smaller and medium-sized museums and cultural institutions in the process of digitalisation and the challenges that come along with it. Consisting of two stages, the Incubation programme helps organisations in formulating and implementing digital pilots to improve their digital strategies. Phase 1 took place from April to June 2022. Phase 2, from November 2022 until July 2023, will enable 20 organisations to test their plans under the guidance of industry experts.

During Phase 2, IMPAKT will attend several workshops, inspiration sessions and mentor sessions organised by DOORS. Our research consists of the development of a CRM system designed to communicate and build meaningful relationships with hybrid audiences. To respond to the different needs of online and onsite audiences, we will refine our existing audience segmentation and develop strategies that consider not only the engagement during an event, but also the interaction possibilities before and after it. Two “Arches of Engagement” – user journey visualisations that map the touchpoints in the different phases of interaction – will be the basis for the development of a modular CRM.

During their pilot we are collaborating with Amsterdam-based audience research agency Ask your Audience and ICT-services and consultancy agency Loggix.

The first pilot event was the IMPAKT Hybrid Wine & Art Tasting on 17 March 2023. The second pilot event, Project Stargaze, took place on 19 May 2023 and The Great Idle, the last pilot event, on 31 May 2023.

IMPAKT is part of the DOORS – Digital Incubator of Museums network.
DOORS has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 101036071.


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