questioning qr codes in cultural education

Questioning QR Codes

In Cultural Education:

Are they worth it?

it ?

“The idea isn’t to shove technology into

places it isn’t needed. The idea is to make sure

the right technology, in the right amount, is

available, in the right context.”

-Sree Sreenivasan,

first Chief Digital Officer

Metropolitan Museum of Art1

1 Preston, Jennifer

So Many Stories to Tell for Met’s Digital Chief. New York Times, October 25: F26.

http://www.nytimes.com. Accessed October 28, 2013.

Agenda

What is a QR code?

Applications in Cultural Education

User Demographics: Case Study

Pros and Cons: Initial Investment

Visitor Use

Issues of Access

Evaluation: Technology

Successful Implementation: Case Study

Best Practice: Suggestions

What is a QR Code?

Quick Response Code

Barcode that anyone

can print and use with

a QR Code Reader

Provides access to

data like webpages

Applications

in Cultural Education

translating exhibits into other languages

communicating exhibits digitally

interacting with exhibits

providing more information and related media

evaluating more diverse sample of visitors

User Demographics:

Case Study from the SI February to July 2011

Gender: 51% male

49% female

Age: 39% in 18-34 years old range

48% in 35-54 years old range

13% in 55+ years old range

Education: 63% at University or beyond

26% at College/Associate

11% at High School or Other

Income: 71% at $50,000+ per year

23% at $25,000-$50,000 per year

6% at >$25,000 per year

The average user of the SI

QR codes from February

to July 2011 was:

A university educated

man in his mid-30s to

early-50s who has an

annual household

income of $50,000+.

Statistics provided by:

Smithsonian Web and New Media Strategy Wiki

http://smithsonian-webstrategy.wikispaces.com/QR+codes






Pros

Initial Investment

Visitor Use

Issues of Access

Evaluation:Technology

& Cons

Initial Investment (+)

QR Codes are a low-risk investment.

“The amount of energy I put into generating a QR code and then including it in

materials was negligible. And the cost was zero, since we were printing the items

anyway (i.e. we weren't reprinting anything just to include a QR code).”

-Michael Hulslander, Manager of Onsite Learning, National Air and Space Museum

1. They require very little work to implement.

2. They are inexpensive: minimal cost to create, minimal cost

to display, as it is usually already covered by the cost to print

the main content.

Initial Investment (+)

QR codes are generally

easy to create and

display.

ex: Smithsonian

Folklife Festival 2012

Initial Investment (-) QR Codes are a low-return investment.

“We tried using QR codes...Honestly, the uptake was next to nothing. Also, our

Educators did put a lot of effort into making the QR codes and putting them on the

signs, so in the end it was more effort than it was worth…”

1. Some museums find creating and printing QR codes to be

energy intensive.

2. For educators, a low return may negate low risk. They might

choose to focus on other tools and projects.

Visitor Use (+) QR codes have been used successfully in museums and

other cultural learning sites.

“For me, the neat thing was that the FIRST response we got to QR codes came

from someone in their 80s who LOVED them and took the time to write me a

letter to let me know.”

-Marsha MacDowell, Curator of Folk Arts, Michigan State University Museum;

Professor, Art and Art History Department, Michigan State University

1. Visitors who use QR codes like them. They are a useful

tool that has the potential to enhance visitors’ experiences.

Michigan State University Museum

Visitor Use (-)

Most visitors do not use QR codes.

“I just wanted to put in a brief word to suggest against using a QR code... People

just don't use them, for a variety of reasons--it's tough to scan them, you have to

have the right software on your phone and none of the major phones come pre-

loaded with it, you don't know where they're taking you, and it's usually just faster

for people to type in a URL.”

-Marcella L. Florence, Digital Learning Manager, National Museum of African

American History and Culture

1. QR codes are rarely utilized because they are not a

standardized technology

-no standard code reader program, no standard code

Issues of Access (+)

QR codes help museums to connect with audiences

that prefer to learn through technology.

“I am currently using QR codes on a traveling exhibit to access audio

relating to the exhibit...It goes without saying that the younger crowd thinks

it's cool.”

-Anna Fariello, Associate Research Professor, Hunter Library

Digital Initiatives, Western Carolina University

1. QR codes may improve museum accessibility for

certain age-based demographic groups. (Refer to Statistics on Slide 6)

Issues of Access (-)

QR codes exclude and “other” visitors who lack access to

technology.

1. QR codes make museums less accessible for certain

income-based demographic groups. (Refer to Statistics on Slide 6)

-Museums must decide which demographic groups need

more outreach efforts; focusing on reaching a different age

demographic through technology could come at the expense of

reaching more diverse income demographic groups through

more accessible efforts.

Technology (+)

QR codes are a cutting-edge technology.

1. QR codes are a relevant educational technology.

Their popularity in Asia is a positive indicator for their

increased use in the U.S.

Technology (-)

Or, are QR codes already an outdated technology?

1. Cultural education should use technology but make sure

it is relevant first. According to some professionals in the

tech industry, QR codes may not be relevant anymore.

Technology (-)

Are QR codes a safe technology?

QR code companies can sue institutions

that use their codes and/or readers.

QR Codes are hackable. If a code is hacked,

anyone who downloads it onto their device

may compromise their personal information.

(no standardized code, no standardized protection)

:

:

Successful Implementation:

Case Study “We have had success with one type of QR

code. We have made two free standing signs

in the Museum. One is our public space, in

front of the John Bull locomotive and the

other one is within the American Stories

exhibition, by Lincoln’s pocket watch. Both

ask very engaging questions such as Want

to see the John Bull run? Then the QR code

is linked to a youtube video…Both signs

have been receiving many hits since we first

put them out last December. ”

- Julia Garcia, Education Specialist,

National Museum of American History

Successful Implementation:

Case Study

-Lisa Falk,

Associate Curator,

Education

Arizona State Museum

QR Codes can turn

technology from a

distraction in the museum

setting into a fun, effective

tool for engagement.

Best Practice:Suggestions

(For QR Codes) 1. Raise visitor awareness of QR codes.

-Direct visitors to download a free code reader beforehand.

-Put the codes in visible, chest-height places.

-Create colorful, visually interesting sign for the code.

-Remind all visitors that the codes are available.

-Explain the code as a tool: what is it?

-Include step-by-step instructions for how to use the code.


(For QR Codes)

2. Make using QR codes a

rewarding experience.

Associate the codes with

popular social media:

Provide and explain the

active content to which the

code links, such as audio,

games, videos.


(For QR Codes)

3. Ensure accessibility. If possible, provide:

Wifi AND/OR

small, portable computers

ex: tablets


(For Other Technologies) Do not use QR codes. Display a short URL instead.

1.USE a direct link to registered domain that clearly indicates

the purpose of the site.

ex: www.festivalexhibits.com/2013 Visitors will most likely understand that this link is a short URL for festival

exhibits in 2013.

2. Be careful with websites like bit.ly or tiny.url

ex: www.bit.ly/FEAQR2013 These websites do shorten URLs and redirect users to another site.

But the example link above does not clearly state where it is going; make

sure visitors are not confused by an unclear URL.


(For Other Technologies)

1. Do not use QR codes: use Applications, or Apps.

Current technology already available on most smartphones

Ex: