Publikumbehov

Publikumbehov is a concept used in cultural management, media production and public services to describe the needs, preferences and expectations of an audience for a cultural product, service or program. The term is common in Scandinavian contexts and is discussed in fields such as arts management, cultural policy and user-centered design.

Key aspects typically include accessibility, relevance, engagement and value to the viewer, listener or participant. Assessing publikumbehov involves a range of methods, such as surveys, interviews, focus groups, audience analytics and co-creative or participatory design processes. The aim is to understand what different audience groups seek from offerings and how they experience them.

Applications span museums, theaters, libraries, archives, cinemas, festivals and digital platforms, where offerings are shaped to meet diverse audience segments while preserving artistic or educational goals. Implications for producers and public institutions include balancing audience expectations with artistic integrity, budget limits and policy requirements.

Challenges include the diversity of audiences, shifting tastes, measurement of needs, and ensuring inclusivity and accessibility for people with different backgrounds and abilities. Understanding publikumbehov supports audience development, improved experience design and more effective communication about programs and services.