At National Museums Scotland, we get over 1 million visits to
our sites each year. But who are our visitors? Why do they come?
What do they think while they are here, and what lasting memories
do they take away with them?
Visitor research is a key part of the Learning and Programmes
Department in looking at the needs and expectations of users and to
improve the visitor experience. The Audience Research Officer is
responsible for developing a programme of visitor research through
consultation and evaluation before, during and after exhibitions,
gallery developments, events and other projects. Involving both
current and potential audiences and working across all departments
and sites, the Audience Research Officer liaises closely with the
Marketing and Communications Department on an organisation-wide
approach to visitor research and audience development.
A selection of work carried out through the Audience Research
team over the last few years includes:
- Visitor consultation for the development of major projects such
as the Scotland: A Changing Nation gallery at the National
Museum of Scotland, the hands-on Fantastic Flight gallery at the
National Museum of Flight, and, most notably, the new galleries in
the redeveloped National Museum of Scotland.
- Testing prototypes of new hands-on interactives such as the R34
airship simulator for the National Museum of Flight, and a range of
interactives for Connect and other new galleries for
families at the National Museum of Scotland.
- Evaluation of a range of special exhibitions and events across
all our sites, to inform the development of our future exhibitions
and events programmes.
- Research into the impact of exhibitions on visitors and their
learning experiences, including inspiration and creativity, self
reflection, and changes in attitudes and perceptions.
- Consultation with underrepresented or hard to reach audiences,
such as the needs of families with disabled children or how to
engage more meaningfully with young people.