Do you know who is walking through your doors? Do you know what motivates your guests to visit? Do you know their prior knowledge, their benefits and attitudes? Do you know what their learning preferences are? Can we really learn from investigating personalities? There are different theories on how to categorize visitors as well as different evaluation methods. How can you measure and increase the impact post-visit if you do not know who your guests are or what ‘cultural baggage’ they hold pre-visit? Audience segmentation seems promising, however, we will also raise the question – can we really put people into boxes? In this session we will present some of the discussions from this year’s REV Group Pre-Conference Workshop.