Toolkit Audience Engagement in Hybrid Events

IMPAKT presents the result of the DOORS programme

As part of DOORS – Digital Incubator for Museums, from April 2022 to July 2023 IMPAKT [Centre for Media Culture] has done research into the audience experience at hybrid events. In our new Toolkit Audience Engagement in Hybrid Events, we show how we conducted our research, what we found and how to build on our results.

Ever since the COVID pandemic, IMPAKT has been at the forefront of experimenting with online and hybrid formats that connect both onsite and online audiences. Our biggest take was that we must invest in new and engaging ways to communicate with our audiences.

During the DOORS programme, we explored how to build effective relationships with our hybrid audiences before and after events, tailored to the needs of different target audiences. As part of this, we experimented with new forms of communicating with our audiences around three hybrid events. The lessons we learned from this are collected in the Toolkit Audience Engagement in Hybrid Events

In the video we give you a short background to our research and walk you through the Toolkit.

The Toolkit Audience Engagement in Hybrid Events serves both as a guide for organizations that (want to) work with hybrid events themselves and as a reflection on our own research. It shows what choices we made, what resources we used and what the results were. In four steps, you will be taken through our process:
Step 1: From target group to persona
Step 2: Design the experience
Step 3: Research – is the design correct?
Step 4: What are your findings

In conducting this research and creating the toolkit, IMPAKT was assisted by Ask Your Audience, agency for Audience Research & Development.

DOORS – Digital Incubator for Museums
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. During phase 2, from November 2022 until July 2023, 20 organisations were enabled to test their plans under the guidance of industry experts.

For questions about this research or about the Toolkit you can contact Thomas van ‘t Groenewout via


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