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Clare Wilkinson and Emma Weitkamp

occurring in settings such as museums, cultural institutions and science centres. John Falk’s Identity Visitors Model, summarised in Box 3.3 , similarly applies segmentation techniques to such locations, focusing not on what Falk describes as the capital ‘I’ identities of visitors (such as gender, race, nationality and so forth) but on the lower case ‘i’, the more discreet and minor influences on our identities such as friendship, family status or our employment, which Falk ( 2011 : 144) argues have a considerable impact on our ‘day-to-day decision making, including

in Creative research communication