visitor studies certificate 2011
TRANSCRIPT
VISITOR STUDIES
What? So What?...
Now What!?
EVALUATION
VISITOR STUDIES
AUDIENCE RESEARCH
What?
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Opinions
Feedback
Observe
Surveys
Marketing
Polling
Data collection
Who visits?
Research
Understand
Improve
Analysis
Reporting
What?
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IN GENERAL…
Audience Research or Visitor Studies are terms commonly used in the museum field to describe the process of systematically obtaining knowledge from and about museum visitors, actual and potential, for the purpose of increasing and utilizing that knowledge in the planning and execution of activities that relate to the public.
AAM Committee for Audience Research & Evaluation
What?
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IN GENERAL…
Audience Research or Visitor Studies are terms commonly used in the museum field to describe the process of systematically obtaining knowledge from and about museum visitors, actual and potential, for the purpose of increasing and utilizing that knowledge in the planning and execution of activities that relate to the public.
AAM Committee for Audience Research & Evaluation
What?
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IN ITS SIMPLEST TERMS…
Evaluation is a process that
helps us answers 3 questions:
What?
So What?
Now What?
What?
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WHAT’S YOUR VIEW?
Knowledge
Experience
What?
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WHEN TO EVALUATE
Front-End
Formative
Remedial
Summative
Concept Development Preview Post-Opening/
Implementation
What?
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EVALUATION METHODS
Types of methods include: Questionnaires/Surveys
Interviews (structured semi-structured structured)
Focus Groups
Focused Observations
Tracking & Timing Studies
Concept Mapping
Document Analysis
There is no “best” method – we often use
mixed methods
What?
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WHAT DO MUSEUMS DO?
So what?
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OUTPUTS
• Projects
• Exhibits
• Collections
• Research
• Budgets
So what?
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OUTCOMES. . . AKA IMPACTS . . .
I learned about . . .
My family is going to do . . .
I am more interested in . . .
I had fun. . . . We had fun. . . .
i.e. if successful, how will your audience be
different as a result of their experience?
So what?
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BIG QUESTION:HOW DO MUSEUMS MAKE A DIFFERENCE?
And how do we know?
So what?
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Awareness, knowledge or understanding (of)
Engagement or interest (in)
Attitude (towards)
Behavior (related to)
Skills
NSF IMPACT CATEGORIES
GENERIC LEARNING OUTCOMES
Knowledge and Understanding
Enjoyment, Inspiration, Creativity
Attitudes and Values
Activity, Behavior and Progression
Skills
So what?
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AWARENESS, KNOWLEDGE OR
UNDERSTANDING
Knowing what or about something
Learning facts or information
Making sense of something
Deepening understanding
How museums, libraries and archives operate
Making links and relationships between
So what?
“Visitors will be aware that their
daily actions have an impact on the
marine environment.”
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ENGAGEMENT OR INTEREST
Participation, engagement, interest are prerequisites for other types of learning
Having fun
Being surprised
Innovative thoughts
Creativity
Exploration, experimentation
Being inspired
So what?
“Children who participate in the
program will be more engaged in
viewing contemporary art.
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ATTITUDES & VALUES
Feelings
Perceptions
Opinions about ourselves (e.g. self esteem)
Opinions or attitudes towards other people
Increased capacity for tolerance
Empathy
Increased motivation
Positive and negative attitudes in relation to an experience
So what?
“Adults will express a positive
attitude towards the importance of
play in their lives”
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BEHAVIOR
What people do
What people intend to do
What people have done
Reported or observed actions
A change in the way people manage their lives
So what?
“Adults will avoid eating foods that
have a substantially negative
impact on the environment.”
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SKILLS
Knowing how to do something
Being able to do new things
Intellectual skills
Information management skills
Social skills
Communication skills
Physical skills
So what?
“Adults will be able to document
observations of plants that are
affected by climate change.”
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WHAT DOES SUCCESS LOOK LIKE?
Now what?
DEVELOPING INDICATORS
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FRYE ART MUSEUM
Impact Possible Indicators
Visitors will be Engage physically
and verbally with the artwork
1. Visitors will point, gesture, step
forward, nod, raise hand during
tour program.
2. Visitors will ask questions,
make statements regarding the
artwork, and share opinions
with gallery guide or other
visitors
Evidence of success: % of visitors who ….
Now what?
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YOUR TURN!Now what?
1. Develop an impact statement, one for each category
2. Write your impact statements on the board
PROPOSED EXHIBIT TOPIC:
“HOMELESSNESS IN THE PACIFIC NORTHWEST”
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YOUR TURN!Now what?
1. As a class lets discuss some potential indicators of
success….
2. What evidence would show you that your desired impact
has been achieved.
PROPOSED EXHIBIT TOPIC:
“HOMELESSNESS IN THE PACIFIC NORTHWEST”
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USE IT!Now what?
Australia Museum – “Misty” Cases
http://australianmuseum.net.au/Audience-Research-Blog/
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USE IT!Now what?
Seattle Aquarium – Harbor Seal Exhibit
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SUMMARY
What?
•Evaluation is a systematic process of collecting
information from your audience.
•Evaluation should be included in all phases of
development.
Now what?
•Use evaluation to paint a picture of the museum
landscape, in decision making, and
improvement of exhibits & programs.
•Don’t do it unless you’re ready to use it!
So what?
•Museums should clarify their desired impacts
before they create their outputs.
•Evaluation can be use to help assess whether
desired impacts are achieved.
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RESOURCES
More!
Visitor Studies Association (VSA)
www.visitorstudies.org
American Evaluation Association
www.eval.org
Inspiring Learning (GLO)
www.inspiringlearningforall.gov.uk
National Science Foundation
http://www.nsf.gov/pubs/2002/nsf02057/nsf02057.pdf
Committee for Audience Research & Evaluation (CARE)
www.care-aam.org
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JOURNALS & WEB
More!
Visitor Studies
Curator: The Museum Journal
Journal of Museum Education
Informal Learning Review
Journal of Interpretation Research
Museums & Social Issues
www.informalscience.org - evaluation reports
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