Sabine Doolin – Director

I am an internationally experienced audience strategist, bringing skills and expertise in leading strategic audience thinking, embedding it in an organisation and translating it into cultural change.

I blend skills in commercial consumer understanding and organisational development, gained in a career at world leading branded consumer goods company Procter & Gamble, with a post-graduate MA in art history and my experience working for Tate, to bring audience focus to the heart of cultural organisations.


  • The first Audience Insight Manager for the Tate galleries in the UK: I led the audience research programme as well as the development of a new audience strategy for Tate. I expanded Tate’s audience understanding to make Tate more audience focused and inclusive, covering all four galleries – Tate Modern, the world’s most visited modern and contemporary art museum (with its new extension that opened in June 2016), Tate Britain, Tate Liverpool and Tate St Ives.
  • Committee member of the Visitor Studies Group, a members association that actively contributes to the development of the visitor studies profession in the UK and runs an annual conference.
  • I changed into the cultural sector after over 15 years at global branded consumer goods company Procter & Gamble: I held a range of marketing and customer business development positions across several countries and product categories including leading brand teams, supporting several internal reorganisations and delivering internal training programmes.
  • Education:
    MSc Economic & Social Sciences
    Harvard Business Case Study Programme
    Post-graduate MLitt History of Art
    Arts Council England Cultural Leadership Programme
    Clore Leadership Programme.
  • Professional Memberships:
    Fellow of the Royal Society of ArtsMuseums Aotearoa; Auckland Museum Institute; Auckland Art Gallery.
  • Presentations:
    Museums Aotearoa conference 2017, Palmerston North, New Zealand: “Inviting in (Audiences change, we change – making Tate more inclusive)
    – University of Westminster, MA Museums, Galleries and Contemporary Culture, London, UK, 2011-2016: “Understanding audiences and their experience
    – Towards Tomorrow’s Museum Course, Tate and King’s College London, UK, 2013: “Understanding Tate’s visitors
    Inside Today’s Museum Course, Tate and King’s College MA in Cultural and Creative Industries, London 2013-2015: “The museum and its audience
    Plus Tate Network meeting, Wakefield, UK, 2016: “Embracing audiences, embracing change
    – Tate training programme for the Ministry of Heritage and Culture of the Sultanate of Oman, London, 2015: “Understanding audiences
    Communicating the Museum conference 2014, Sydney, Australia: “Are you ready for young audiences?
    The Connected Audience conference 2014, Berlin, Germany: “Let’s talk about the practice
    – Museum & Heritage Show, London, UK, 2013: “Evaluating a new dimension: Audience research for the Tanks at Tate Modern
    – Evaluating Evaluation Colloquium, King’s College, London, 2012: “Insights from Tate Britain collection displays visitor research
    – ACMC Platform for Cultural Marketing and Communication, Amsterdam, Netherlands, 2011: “Understanding audiences

I am based in Auckland, New Zealand, and flexible to work with organisations nationally and internationally.

Unlocking insight – unlocking change – unlocking audiences

InsightUnlocked Limited (company number 6195468), trading as “InsightUnlocked”.