1 museum of east anglian life: visitor research research findings for the museum of east anglian...
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1
Museum of East Anglian Life: Visitor Research
Research findings for the Museum of East Anglian Life
December 2013 (FINAL)
Museum contact: Sarah [email protected]
01449 618220
Prepared by Insight Track [email protected]
2Contents
Background Objectives Methodology Research findings
Section 1: Planning a visit Section 2: Visitor behaviour Section 3: Opinions of areas of the Museum visited, and facilities
used Section 4: Opinions of Abbot’s Hall Section 5: Future developments Section 6:
i) Respondent profiling ii) Group profiling
Section 7: Respondent well-being and social participation
3Background
The Museum of East Anglian Life (the Museum) in Stowmarket is a social enterprise sharing the compelling story of East Anglian lives through historic buildings, collections and landscape
The Museum has 4 organisational pillars: Working Together, Courage, Belonging and Experience
There are over 75 acres of grounds to explore at the Museum, with both permanent and temporary exhibitions on display in its 25 buildings
The Museum is a recipient of funding from the Paul Hamlyn Foundation special initiative Our Museum for its active partnership with its communities. This research was carried out to improve its understanding of the visitor community
Having previously relied on self-completion surveys, the Museum wished to conduct face-to-face visitor research for the first time during the 2013 summer season, to gauge visitor satisfaction, preferences and behaviours, initially aiming to complete all the fieldwork themselves
The Museum asked Insight Track to analyse the research findings. This report sets out the key findings
4Objectives
The overall objective was: To provide the Museum with insight about visitor behaviour and
perceptions, to help inform future planning decisions, and to create benchmarks to test progress over time
Research objectives included: Scoping the demographics of visitors and their group Investigating the reasons, decision making process and other
activities planned for the day of visit Gauging the behaviour on-site, including duration of stay and areas
visited Understanding perceptions of displays and services and responses to
proposed future developments
5Methodology
How?
How many?
Who?
When?
Where?
Face-to-face, quantitative exit survey (primarily conducted by the Museum staff, although supplemented by ITL interviewers)
A fully structured questionnaire, designed by the Museum, comprising around 40 questions (mix of open and closed), and taking approximately 15 minutes to complete
A total of 183 respondents, providing reasonably robust findings overall, with indicative sentiment across sub-groups (i.e. by gender, age…)
Museum of East Anglian Life visitors Interviewers were advised to randomly select respondents for
interview, to ensure the sample was as representative of Museum visitors as possible*
Fieldwork was conducted during Summer and Autumn 2013
At the Museum of East Anglian Life, Stowmarket (exit survey)
*See Section 6(i): ‘Respondent profiling’
6Notes
All findings are expressed as a percentage, unless otherwise stated. When they do not total exactly to 100%, this is due to computer rounding or multiple-response answers (i.e. respondents could have given more than one answer)
“Single response” refers to where respondents were only allowed to give a single response to a question
“Multiple response” refers to where respondents were able to give more than one response to a question
Verbatim quotes are included to illustrate themes and key points An interpretative ‘traffic light’ colour system has been used at various places in
the report to highlight findings that are generally:
7
RESEARCH FINDINGS:Section 1: Planning a visit
8Who made the decision, and motivations, to visit
Organised group
Children
Friends/relatives
Group/family
Partner/spouse
Myself
0 20 40 60 80
1
4
9
15
21
61
Who made the decision to visit the Museum
%
Base: 183 (all respondents) Q: Who made the decision to visit today? Prompted, multiple response Q: What motivated you to visit the Museum today? Unprompted, multiple response
Motivations to visit the Museum (unprompted) (key responses)
Wanted to visit
ExhibitionFestival
Friends
Day outChildren
Local
Music
Season ticket
History
Interested
Animals
Cafe
Leaflet
The majority of respondents made the decision to visit the Museum themselves Although partners/spouses also played a notable role, as did other members of
the group The main motivators to visit were a desire to see specific exhibitions, wanting a
day out, and that it is something to do with friends
9
Around half of respondents said that they knew about the Museum because they were local to the area
A quarter said that someone had recommended it/told them about it
With 10% having accessed information via the Museum of East Anglian Life website
How heard about the Museum
Information leaflet in hotel/B&B
Websearch ' things to do'
Other website
Leaflet at other attraction
Newspaper/magazine
Passing/followed signs
Other
Tourist Information Centre
MoEAL website
Recommendation/WOM
Local/always known about it
0 20 40 60
0
0
1
1
2
4
4
4
5
7
10
25
48
How heard about Museum
%
Base: 183 (all respondents) Q: How did you hear about the Museum? Prompted, multiple response
10
Norfolk
Further afield
Rest of East Anglia
Stowmarket area
Suffolk (beyond Stowmarket)
0 10 20 30 40 50
3
8
15
36
39
No replyMotorcycle
OtherPrivate coach
Bus serviceBicycle
TrainWalked all the way
Private car
0 20 40 60 80 100
1112335
1968
Travelling to the Museum
Around two thirds of respondents travelled to the Museum by car on the day of interview
With around a fifth travelling by foot only Visitors were most likely to have journeyed from Suffolk in general, with
over a third specifically from the Stowmarket area
Base: 183 (all respondents)Q: How did you travel here today? Prompted, multiple responseQ: Where have you travelled from today? Prompted, single response
%
How travelled Where travelled from
%
11
No reply
On holiday
Other
Day out visiting other places
Museum
0 20 40 60 80 100
1
5
6
7
81
Overnight stay
Day trip
0 20 40 60 80 100
17
83
Range: 1-7 nightsMode: 1 nightMean: 3 nights
Reasons for visiting area
The majority of respondents were in the Stowmarket/Mid-Suffolk area specifically to visit the Museum
Of those travelling to the area from outside Suffolk, the large majority were day-trippers, although 17% were staying overnight; most likely for one night
Base: 46 (all respondents not from Suffolk) – prompted, single responseQ: Are you here on a day trip from home, or are you staying overnight?
%
Whether staying overnight (N=46)
Main reason for visiting area
%
Live in local area
Base: 183 (all respondents) – prompted, single responseQ: Which of the following best describes your reason for visiting Stowmarket/ Mid-Suffolk today?
12
Shopping elsewhere
Other
Eating/drinking out elsewhere
Walking about / sightseeing
Visiting other tourist attractions
Visiting friends or relatives
Eating/drinking out in Stowmarket
Shopping in Asda
Shopping in Stowmarket town centre
Going straight home
0 20 40 60 80
1
1
1
2
2
3
3
6
7
74
Other activities undertaken on the day of visit
Base: 183 (all respondents)Q: What did you do before your visit? Unprompted, multiple responseQ: Where are you going on to from here? Unprompted, single response
Shopping elsewhere
Other
Walking about/sightseeing
Eating/drinking out elsewhere
Shopping in Asda
Visiting friends or relatives
Visiting other tourist attractions
Eating/drinking out in Stowmarket
Shopping in Stowmarket town centre
Came straight from home
0 20 40 60 80
1
2
3
3
4
4
4
5
6
72
%
The majority came straight from home to the Museum and intended to go straight home after their visit, indicating that it is intended as the main activity/destination for the day
Advertising and/or reciprocal offers may have a moderate effect on visitor rates, and would likely be best placed in Stowmarket or the nearby Asda supermarket
Before Museum visit (multiple response)
After Museum visit (single response)
%
13
Section 2: Visitor behaviour
14
Around half (49%) were visiting the Museum for the first time in the past three years (although a quarter of these had visited more than three years ago)
Over a quarter (26%) are frequent visitors and have visited five or more times in the past three years
No reply
Don't know / can't remember
Five or more times
Four times
Three times
Twice
Once (today)
0 10 20 30 40 50 60
4
2
26
3
7
9
49
Number of visits to the Museum in the last three years
Base: 183 (all respondents) Unprompted, single responseQ: Is this your first visit to the Museum? Q: How many times have you visited the Museum in the last three years, including this visit?
75% of those having visited once in the last three years were ‘first
time ever’ visitors
%
Number of visits in last three years
15
Half of the sample (50%) spent longer than three hours at the Museum on the day of interview
12% were there for less than an hour
Those spending the least time were most likely to be local and frequent visitors
Time spent at the Museum on the day of interview
7%5%
18%
19%23%
27%
Under 30 minutes
30 - 59 minutes
1hr - 1hr 59 minutes
2hrs - 2hrs 59 minutes
3hrs - 3hrs 59 minutes
4hrs or more
Base: 183 (all respondents) Q: How long have you spent at the Museum today? Prompted, single response
Most likely:•Travelling from Stowmarket:11%
•Visiting more than 5 times in past 3 years: 15%
Least likely:•Travelling from Stowmarket:18%
•Visiting more than 5 times in past 3 years: 8%
16
Section 3: Opinions of areas of the Museum visited, and facilities used
17
Riverside Walk
Crowe St. cottages
Children's playground
Stables
Walled garden
Home Farm
Historic Hamlet
Abbot's Hall displays
Industrial Zone
0 20 40 60 80 100
21
28
29
37
44
54
54
57
73
Smartphone app
Car park (Abbot's Hall)
Shop
Toilets in Abbot's Hall
Event or activity
Car park (Asda)
Toilets elsewhere
Café
Paper map/visitor guide
0 20 40 60 80 100
6
29
33
37
37
38
63
65
76
Areas of the Museum visited, and facilities used
The most frequently visited area on the day of interview was the Industrial Zone Most commonly used facilities were the paper map/visitor guide, café and toilets
(N.B. not at Abbot’s Hall)
Base: 183 (all respondents) Prompted, multiple responseQ: Which of the following areas of the Museum have you visited today? Q: Which of the following Museum facilities /services have you used or experienced today?
%
Areas visited Facilities used
%
18
All prompted areas of the Museum achieved good overall mean ratings (on a five point scale, where 1=very poor and 5=very good)
Rating of prompted areas of the Museum
Children's playground
Home Close
Stables
Historic hamlet
Abbot's Hall displays
Industrial Zone
Home farm
Riverside walk
Walled garden
Crowe St. cottages
0% 20% 40% 60% 80% 100%
2
2
1
2
1
2
2
2
1
2
69
19
62
44
43
25
44
79
56
70
1
1
1
2
2
1
1
1
1
1
5
14
4
4
2
4
2
1
1
7
31
13
23
20
27
17
8
11
5
14
33
18
27
34
42
34
11
31
22
No reply Did not visit 1=very poor 2=quite poor 3=neither / nor 4=quite good 5=very good
4.84.74.54.54.54.54.44.34.24.1
Mean ratings amongst those visiting areas*
Base: 183 (all respondents) Q: Which of the following areas of the Museum have you visited today and how do you rate them? Prompted, single response*Mean ratings significant at a 95% confidence level +/- 0.1
19
There were only a few negative comments cited for any of the prompted areas of the Museum
However, any comments made typically revolved around the following issues:
“Slide area needs attention for safety reason” (Children’s
Playground)
Concerned about safety“Very dated - poor intro
to Museum” (Home Close)
“Looks very old now compared with other areas” (Home Close)
“Needs updating” (Children’s Playground)
Reasons for low ratings for areas of the Museum (unprompted) (key responses)
Needed updating
“Safety aspect” (Riverside Walk)
“It just need tidying up and refreshing”
(Stables)
Base: all respondents giving low ratings for these areas (quite/very poor) Q: Why did you give a low rating for this area of the Museum? Unprompted, multiple response
“Didn't look safe” (Children’s Playground)
Not enough to see or do
“Stinging nettles around” (Children’s
Playground)
“When visited - bare soil getting ready for replanting”
(Walled Garden)
“Not enough variety”
(Children’s Playground)
“There was nothing in there!” (Stables)
“Not enough
animals” (Home Farm)
“We think it is full of insignificant things. More house objects
needed” (Abbot’s Hall)
20Rating of facilities/services used at the Museum
Toilets elsewhere on site
Car park (Asda)
Paper map / visitor guide
Shop in Tourist Information Centre
Toilets in Abbot's Hall
Reception desk in Tourist Information Centre
0% 20% 40% 60% 80% 100%
37
8
62
36
24
72
67
95
63
58
11
4
3
2
1
1
2
8
8
2
1
2
1
1
1
23
19
4
10
9
1
3
1
1
2
1
2
15
39
19
23
29
7
13
2
9
9
19
9
14
24
12
30
36
18
17
3
26
26
68
85
1
1
5
No reply Did not use 1=very poor 2=quite poor 3=neither / nor 4=quite good 5=very good
4.94.74.64.64.54.54.44.34.24.13.83.5
Base: 183 (all respondents) Q: Which of the following Museum facilities /services have you used or experienced today and how would you rate them? Prompted, single response*Mean ratings significant at a 95% confidence level +/- 0.1
The majority of facilities/services achieved good or very good mean ratings However, ratings for signage and toilets (not at Abbot’s Hall) were noticeably
lower
Mean ratings amongst
those using facilities*
21
“Confusing and was unsure of where to park, would rather have parked in Abbot’s Hall
car park”
Asda car park
“Didn't know there was one. Parked at Asda”
“My friend was disabled and found the distance from the car park to the museum was too far”
“Not made clear - not mentioned”
Reasons for low ratings for facilities/services used: Parking (unprompted) (key responses)
Abbot’s Hall car park
“Paid on a Sunday. Too far away and charge unclear”
“Disabled - still too far to walk”
Lack of clarity about where car parks were, and how to get to the Museum once parked, were key negatives
There were also several mentions that disabled parking is not close enough to the Museum
Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service? Unprompted, multiple response
22
Toilets in Abbot’s Hall received few complaints, but others on-site were generally considered dirty and in need of an update/re-fit
The waiting times for service at the café were frequently remarked on, with a feeling that there could have been better preparation and anticipation for busy times
“Had to wait too long for drinks - not enough staff. Should have been
prepared as they know how many to expect”
“Waited too long for food/drink - should have been better prepared”
“No organisation - not enough staff. Too long a waiting time”
Café
“Dirty, smelly, didn't want grandchild using them”
“Toilets on site poor, old and
smelly”“Hand dryer not working. Needed
cleaning”
“Very cold and not many available”
“Terribly out dated”
“Very poor, especially for young children”
Reasons for low ratings for facilities/services used: Conveniences (unprompted) (key responses)
Toilets (other than Abbot’s Hall)
“Had to wait too long for a drink - 30 mins”
“Very dated - needed upgrading”
Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service? Unprompted, multiple response
23
Signage, both to the Museum and once on-site, was considered unclear; while the map could perhaps improve in terms of scale, and making the toilets clearer
Reasons for low ratings for facilities/services used: Getting around (unprompted) (key responses)
“Could be better, needs number to match the map”
“No idea where to go. No idea what buildings was which or what they
contained. Little explanation of what machinery does”
“Signs to car park confusing. Nearly put us off”
Signage
“Very little signage on roads from Bury”
“Car park not very clear for disabled parking - not clear where
to park”
“Poor signs for locating museum (from Asda car park) and paying
car park charge”
“Not enough on site, need standing posts, (there are) no 'you are here'
signage”
“Entrance to museum confusing”
Gett
ing
to
the s
ite
Gett
ing
fro
m c
ar
park
to M
useu
m Gett
ing
aro
un
d
sit
e
Map
“Didn't show toilets
properly”
“No map given on
admission”
“Gives no idea of scale”
Base: all respondents giving low ratings for these facilities (quite/very poor) Q: Why did you give a low rating for this facility/service?Unprompted, multiple response
24
Rating of agreement with statements: Brand pillars
…inspires a greater sense of place
..encourages visitors to take part, share ideas and get involved
…provokes curiosity
…provides a fun and enjoyable experience
…tells stories of East Anglian heritage
0% 20% 40% 60% 80% 100%
1
1
1
1
1
1
1
4
4
4
1
1
25
20
12
6
7
35
41
49
46
40
35
33
34
45
52
No reply 1=strongly disagree 2=somewhat disagree 3=neither/nor4=somewhat agree 5=strongly agree
4.4
Mean ratings*
Base: 183 (all respondents)Q: Thinking about your whole visit to the Museum, to what extent would you agree or disagree with these statements? Prompted, single response
4.4
4.1
4.0
4.0
The Museum of East Anglian Life…
*Mean ratings significant at a 95% confidence level +/- 0.1
There was general agreement that the Museum is achieving its brand pillars, although there is still room for improvement and monitoring over time
25
Agreement with statements: life enhancing experiences
I have learnt something new today
I feel the Museum is a place for me
During our visit we talked to each other about what we were doing
and seeing
0% 20% 40% 60% 80% 100%
1
1
4
1
1
4
2
2
13
13
4
35
40
13
43
44
6614
No reply Not applicable 1=strongly disagree 2=somewhat disagree 3=neither / nor 4=somewhat agree
5=strongly agree
4.7
Mean ratings*
Base: 183 (all respondents)Q: Thinking about your whole visit to the Museum, to what extent would you agree or disagree with these statements? Prompted, single response
4.3
4.1
*Mean ratings significant at a 95% confidence level +/- 0.1
In general, the Museum is considered to be a ‘life enhancing experience’, particularly in encouraging a group experience
26
Section 4: Opinions of Abbot’s Hall
27
No reply
Don't know
Servants and their masters
Farming families and their lives
Home and belonging in East Anglia
0 10 20 30 40 50 60
2
9
5
28
56
Overall theme of Abbot’s Hall
The overall theme of Abbot’s Hall is predominantly perceived to be ‘a home and belonging in East Anglia’
Although around a quarter see the overall theme as being ‘farming families and their lives’
%
Base: 103 (all respondents visiting Abbot’s Hall) Q: Which of these would you say is the overall theme of the displays in Abbot’s Hall? Prompted, single response
28
No replyDon't know
Enjoyed all equallyEnjoyed none the least
People's PeculiarHome on the Road
Temporary - Folding and Binding / Les BicknellTemporary - Outside In : On Tour
Temporary - An Anecdotal Eyes (Bewick prints)How Does Your Garden Grow
Temporary - Quilts: Textile Treasures from WalesAsk the Fellows Who Cut the Hay
Home From HomeThe Hall and its People
Come Dine With Me
0 5 10 15 20 25 30 35
4
5
17
6
2
10
10
6
7
14
21
3
13
32
17
12
6
1
7
7
4
Enjoyed most
Enjoyed least
Rooms most and least enjoyed
On balance, Come Dine With Me and The Hall and its People were considered the most enjoyable rooms, and Home on the Road and People’s Peculiar the least
%
Base: 103 (all respondents visiting’ Abbot’s Hall)Q: Which of the rooms did you MOST enjoy? Prompted, single responseQ: Which of the rooms did you LEAST enjoy? Prompted, single response
1714
76
3
0-1
-6-10
3
= net %
x
-11
29Enjoyment of rooms: Come Dine With Me(unprompted) (key responses)
The context of a realistic room and the subject matter made Come Dine With Me the most enjoyable room
“Liked layout of room. Gave idea of what room
would have looked like”
“Interested in food
and etiquette”
“It was a different and interesting display made
fun by the way the information was shown on
the tables”
“Enjoy knowing what people used to eat,
especially the upper classes”
“I like cooking and
dining myself”
“Just seemed to be nothing
more than a dining room”
“Too much emphasis on
‘people’ and not on ‘food’”
Positive
Negative
1st
MOST enjoyable
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
30Enjoyment of rooms: The Hall and its People(unprompted) (key responses)
The interactive aspects, specifically the drawers and audio chairs, were particularly mentioned as being enjoyable in The Hall and its People
“Interactives really added to the visit, interesting
information”
“Identify with things
on display”
“I enjoyed the photos on the TV screen, the
atmosphere of the room, the piano and leather
chairs”
“Interesting, interactive, hear people’s accent”
“Really liked listening
chairs and drawers”
Positive
Negative
2nd
MOST enjoyable
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
31Enjoyment of rooms: Home From Home(unprompted) (key responses)
“Interesting and thought provoking”
Positive
Negative
“Made us slow down and talk about what it
would be like. Children both wrote a prescription
- made them think about what's important”
“Drawing pics on labels and the prescriptions,
really thought provoking. Like reading others
people’s too”
Home From Home was largely considered to be thought provoking, with the ability to write labels and prescriptions being engaging
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
32
Enjoyment of rooms: Ask the Fellows Who Cut the Hay(unprompted) (key responses)
“Fan of George Ewart Evans work”
Positive
Negative
“Unusual way to show local history and enjoyed
old photographs”
“Story of George Ewart Evans, being an outsider.
Display objects interesting”
George Ewart Evans was the main attraction in Ask the Fellows Who Cut the Hay
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
33Enjoyment of rooms: Quilts(unprompted) (key responses)
Quilts: Textile Treasures from Wales polarised opinion with some specifically coming to the Museum to see it while others did not find the topic interesting
“I am a tailoress, embroideress and quilter”
Positive
Negative
“Came especially to see quilts”
“Amazing, beautiful, mother-in-law made
quilts”
“Seen other rooms before, was particularly
impressed with quality of display in quilt
exhibition”
“Exhibition good, but quilts do
not interest me”
“Not interested in quilting”
“It was mostly modern stuff”
Base: all respondents finding this room the most or least enjoyable - unprompted, open answerQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
34
Enjoyment of rooms: How Does Your Garden Grow(unprompted) (key responses)
How Does Your Garden Grow was interesting to those who like gardening
“I like gardening and loved seeing all the
tools”
Positive
Negative
“They had a greenhouse in there and they had
the tool displayed and it was a bit interactive”
“I thought it was well laid out and loved the
view of the walled garden”
“Interested in gardening and growing things”
“A bit basic on contents”
“Not interested in gardening”
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response
35Enjoyment of rooms: Folding and Binding(unprompted) (key responses)
A notable proportion could not see the relevance of the Folding and Binding exhibition in the context of the Museum
Others simply said they don’t like modern art
“Couldn't see any point- don't like modern art”
“Don’t like modern art, prefer more traditional art”
“We did not see the relevance of this in a local museum”
“Boring and irrelevant, it is like a museum not an art gallery”
Positive Negative
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple responseQ: Why did you enjoy this room the LEAST? Unprompted, multiple response
36Enjoyment of rooms: Home on the Road(unprompted) (key responses)
“The wreaths were depressing”
“Very interested in travellers”
“Not enough labels saying why things were in there, we loved the caravans outside though”
“Very empty. Lacking in objects and information. no connection”
Positive Negative
“Artwork looked tacky”
Home on the Road was largely viewed negatively: Not enough
information or labelling
Described as depressing, creepy and tacky
“It felt creepy”
Base: all respondents finding this room the most or least enjoyable - unprompted, open answerQ: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response
37Enjoyment of rooms: People’s Peculiar(unprompted) (key responses)
People’s Peculiar was considered the least enjoyable room overall Largely a feeling
that it was confusing and not relevant to the house
“Nothing worked - didn't manage to use the screens”
“The room brought out a lot of stories about East Anglia”
“Didn't understand it at all or relevance to house”
“Boring, still don't understand it despite explanation being given”
“Wasn't sure what it was trying to
say”
LEAST enjoyable
“Could not understand relevance”
“It evoked memories and was interesting as some was before my time”
“Being able to interact with the mechanical things”
Positive Negative
Base: all respondents finding this room the most or least enjoyableQ: Why did you enjoy this room the MOST? Unprompted, multiple response Q: Why did you enjoy this room the LEAST? Unprompted, multiple response
38
Section 5: Future developments
39
Don't know
None of the above
Albion Fairs
100 Years of the Women's Institute (WI)
Holiday and Celebrations
World War I Centenary
Costume and Clothing
World War II 70th Anniversary
Wildlife and Landscape of the Museum
0 20 40 60
2
3
11
23
25
43
46
49
49
Future developments: Temporary exhibitions
Nearly half would be interested in the Wildlife and Landscape of the Museum and the World War II 70th Anniversary
Albion Fairs is likely to be the least popular temporary exhibition
%
Base: 183 (all respondents)Q: We are developing a programme of temporary exhibits. Which three of these themes would be of interest? Prompted, multiple response (up to 3)
40Future developments: This Land is Your Land
Base: 183 (all respondents) Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response
This Land is Your Land
0% 20% 40% 60% 80% 100%
12 4 15 41 38
No reply 1=not at all interested 2=quite uninterested 3=neither/nor4=quite interested 5=very interested
4.1
Mean rating*
“Providing strong local focus”
“Very interested in farming and agricultural equipment”
“Don’t think it would appeal to
children”
“See how people lived”
“Particular to East Anglia in the farming
year”
“Felt that was what we have here
already”
“Doesn't sound very interesting”
With a mean rating of 4.1, This Land is Your Land would likely be the most popular of the permanent exhibition options
However, not everyone would expect to find it interesting or child-friendly
41Future developments: Feed the World
Base: 183 (all respondents)Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response
Feed the World
0% 20% 40% 60% 80% 100%
13 5 17 38 37
No reply 1=not at all interested 2=quite uninterested 3=neither/nor 4=quite interested5=very interested
4.0
Mean rating*
“Links past and future”
“Necessary, as this is going to be a big challenge”
“About future of providing food and growth
population”
“Connecting the local and global is a big challenge without extensive space and multi-media exhibits”
“Been done by other museums, East Anglia is only a small player in the
world”
Although Feed the World was largely popular in principle, there were several comments expressing concerns about the execution or relevance of such a global topic
42Future developments: Wither the Market Town
Base: 183 (all respondents) Q: We are also aiming to redevelop more of the permanent displays around the Museum, especially in Home Close and the Bone Building. How interested would you be in the following theme? Prompted, single response
Wither the Market Town
0% 20% 40% 60% 80% 100%
1 7 10 21 39 22
No reply 1=not at all interested 2=quite uninterested 3=neither/nor 4=quite interested5=very interested
3.6
Mean rating*
“Sounds serious”
“Might be a bit depressing if about the decline”
“Very necessary, towns are dying out due to internet”
“Interesting, should be about people in town”
“Sounds dull”
Wither the Market Town received the lowest overall rating Although this topic is considered important, it might also be a little too
serious
“Just doesn't appeal”
43
Use of equipment, both by staff or visitors, would be the most popular ways to interact with objects in the future
Staff or actors in costumes also have appeal
None of these
Don't know
Other
Smartphone apps
Computer interactives, including film / audio
Other 'hands-on' interactives
Costumed staff or actors in character
Being able to use equipment myself
Demonstrations of equipment by others
0 20 40 60 80
5
4
1
9
14
37
46
47
63
Future developments: Objects and collections
%
Base: 183 (all respondents)Q: Which three of these would you most like to use or see in future to find about / interact with our objects and collections? Prompted, multiple response (up to 3)
More information
44
Section 6(i): Respondent profiling
45Demographics of respondent: Residence
Base: 183 (all respondents)Q: What is the first part of your postcode? Unprompted, single response
IP1/64%IP7
3%
All NR4%
All PE4%
All CM7%
All CB1%
CM
All CO7%
Visitors were most likely to live in Suffolk: With 33% living in
IP14, visitors are typically very local
However, a notable number were from Norfolk, Peterborough, Colchester or Essex
Nonetheless, attracting more visitors from outside the IP14 postcode area could help boost visitor numbers
IP1433%
Other IP
15%IP313%
Rest of country 14%
46
65+
55-64
45-54
35-44
25-34
16-24
Under 16
0 10 20 30
28
27
16
16
10
2
Demographics of respondent: Age and gender
Base: 183 (all respondents)Q: What age band are you (and group members) in? Prompted, single responseCode: gender of respondent (and group members) Prompted, single response
There was a skew towards more mature respondents (55+) Respondents were more likely to be female than male
Age
%
Male
Female
0 10 20 30 40 50 60 70
41
59
Gender
%
47
Yes
No
0 20 40 60 80 100
5
95
Any other
White, Irish
White, other
White, British
0 20 40 60 80 100
1
1
3
96
Demographics of respondent: Disability and ethnicity
Base: 183 (all respondents)Q: How would you describe your ethnicity? Prompted, single responseQ: Do you consider yourself to be disabled under the Equality Act 2010? Prompted, single response
The vast majority of respondents would describe their ethnicity as ‘White, British’
Therefore the 5% of BME ethnic groups (2011 ONS data) living in Suffolk appear to be under-represented
5% of respondents consider themselves to be disabled Considering that 18% of Suffolk residents consider themselves to be
disabled (2011 ONS data), the Museum does not appear to be attracting a representative number of disabled people
Ethnicity
%
Disability
%
48
Refused£150,000 or more
£100,000 - £149,999£70,000 - £99,999£60,000 - £69,999£50,000 - £59,999£40,000 - £49,999£30,000 - £39,999£20,000 - £29,999£15,000 - £19,999Less than £15,000
0 20 40 60
27125314
91717
13
Demographics of respondent: Working status, income
Permanently unable to work
Refused
Full time education
Unemployed
Carer for home or children
Working part time
Working full time
Retired
0 20 40 60
1
1
2
3
6
16
32
40
Current working status
%
Household income
%
Around half of respondents work (either full or part-time), with the remainder most likely to be retired
A range of household incomes were recorded, although around half say income is less than £30,000 per annum (N.B. over a quarter refused to give an answer)
48%
Base: 183 (all respondents)Q: Which of these best describes you? Prompted, single responseQ: Which of the following total household income brackets are you in?Prompted, single response
47%
49
Refused
Middle or junior management
Traditional professionals
Senior management or administration
Semi-routine, manual and service
Technical and craft
Clerical and intermediate
Modern professional
0 20 40 60 80 100
2
6
6
9
14
17
19
28
No reply
Yes
No
0 20 40 60
2
48
50
Demographics of respondent: Type of work
Type of work
%
Supervision of others
%
Respondents engage in a variety of types of work, with modern professional jobs being the most common
There is a even split between those who supervise others and those who do not
Base: 181 (all respondents who have ever worked) Prompted, single responseQ: Which of these best describes the sort of work you do (did)? Q: Do (did) you supervise any other employees?
50
No reply
Never been employed
Self-employed
Employee
0 20 40 60 80 100
1
1
12
87
Respondents are most likely to be employed across a range of company sizes
A fifth of those who are self-employed work by themselves, with the rest employing no more than 24
No reply
25+
1 - 24
0 20 40 60
1
56
43
Demographics of respondent: Employment status
Current working status
%
Number of co-workers
%
Number of employees
No reply25+
1 - 24None
0 20 40 60 80 100
9
7318
%
N=159
N=22
Base: all respondents asked the question Prompted, single responseQ: Do (did) you work as an employees or are (were) you self-employed? Q: How many people work (worked) for your employer at the place where you work (worked)? Q: How many people do (did you employ)?
51Demographics of respondent: Education
Refused
Other
Postgraduate degree
University degree
Trade / technical college
Upper secondary
Lower secondary
Primary school
0 10 20 30 40
2
2
10
22
17
16
30
Level of final education
%
Respondents have varying levels of final education Nearly a third left
school at 16, with a similar proportion having attained a university level education
Respondents more likely to have a level 4 qualification (trade/technical, degree, postgraduate degree: 49%) than the Suffolk population (24%) or the UK in general (27%)
32%
Base: 183 (all respondents)Q: What best describes your final level of education? Prompted, single response
52
Demographics of respondent: Socio Economic Classification
Refused
Full-time student
Never worked
Semi-routine and routine occupations
Lower supervisory and technical occupations
Small employers and own account workers
Intermediate occupations
Managerial, administrative and professional occupations
0 20 40 60
2
2
1
9
15
8
12
51
9
6
26
7
10
13
31
6
4
29
8
11
13
30
Museum visi-torsSuffolkUK
NS-SEC coding
%
Compared to both national and Suffolk statistics (2011 ONS data), Museum visitors are notably more likely to work in managerial, administrative or professional occupations
Base: 183 (all respondents)
53
Section 6(ii): Group profiling
54
Visitors from outside East Anglia
Own grandchildren
Adult friends
Own children
0 20 40 60
1
4
13
15
19
26
27
55
Male
Female
0 20 40 60 80 100
47
53
65+
55-64
45-54
35-44
25-34
16-24
Under 16
0 20 40
2419
1212
84
21
Demographics of group: Relationship, age, gender
Q: Who have you visited the Museum with today? Prompted, multiple responseQ: What age band are you (and group members) in? Prompted, single response per personCode: gender of respondent (and group members) Prompted, single response per person
Groups were most likely to be made up of immediate family
A fifth of all group members were under the age of 16
Looking at all group members, there was a mix of males and females
Relationship of group members to respondent (N=183)
%
Age (N=all group members)
Gender (N=all group members)
%
%
55
Yes
No
0 20 40 60 80 100
6
94
Any other
White, other
White, British
0 20 40 60 80 100
1
3
96
The vast majority of visitors were ‘White, British’ 6% of visitors considered themselves to be disabled (under the Equality Act
2010) As with the demographics of the respondents themselves, when looking
at the visiting group as a whole, those of White, British ethnicity are over-represented, while those with a disability are under-represented
Demographics of group: Disability, ethnicity
Q: How would you describe your ethnicity? Prompted, single response per personQ: Do you consider yourself (and group members) to be disabled under the Equality Act 2010? Prompted, single response per person
Ethnicity (N=all group members)
%
Disability (N=all group members)
%
56
Section 7: Respondent well-being and social participation
57
0% 20% 40% 60% 80% 100%
3 63 19 5 14 2211
No reply 1 = not at all 2 3 4 5 6 7 8 9 10 = very
0% 20% 40% 60% 80% 100%
3
3
3
1
1
1
2
1
3
2
2
1
4
1
13
12
8
31
26
22
27
31
31
20
22
321
No reply 1 = not at all 2 3 4 5 6 7 8 9 10 = very
Respondent well-being
Respondent well-being is typically high for all prompted statements and notably higher than UK and Suffolk mean ratings (2012-13 ONS data) for all factors
However, it should be noted that a positive bias may have occurred due to respondents feeling uncomfortable with the questions, and because respondents were asked about the happiness and anxiety levels on a leisure day out, whereas the ONS data asked about feelings yesterday rather than today
8.7
*Mean ratings significant at a 95% confidence level +/- 0.1
8.4
8.3
How happy do you feel today?
To what extent do you feel the things you do in your life are
worthwhile?
How satisfied are you with your life nowadays?
Mean ratings: Museum* Suffolk UK
How anxious are you today?1.8
Base: 183 (all respondents) Prompted, single responseQ: Please indicate your answers to the following questions
7.4
7.9
7.6
2.9
7.3
7.7
7.5
3.0
58
No reply
Don't know
No local problems
None of the above
Contacted a local radio station, television station or newspaper
Attended a tenants’ or local residents’ group
Attended a protest meeting or joined an action group
Helped organised a petition on a local issue
Contacted a local councillor or MP
Attending a public meeting/neighbourhood forum to discuss local issues
Contacted appropriate organisation to deal with problem, (e.g council)
0 20 40 60
1
1
10
52
4
4
4
4
11
15
17
Respondent social participation: Solving problems
Just over a third have taken any of the prompted actions to solve a local problem in the past year (comparable with UK average of 34% in Citizenship Survey 2010)
Those that have are most likely to have contacted an organisation, councillor or MP or attended a meeting/forum to discuss the issue
Base: 183 (all respondents)Q: In the last 12 months, have you taken any of the following actions in an attempt to solve a problem affecting people in your local area? Prompted, multiple response
%
Any: 36%
59Respondent social participation: Giving help
Over two-thirds have given unpaid help to a group or club in the past year (close to the UK average of 72% in the government’s Community Life Survey 2012/13)
This was most likely to be helping with the organisation or running of an activity or event
Base: 183 (all respondents)Q: In the last 12 months, have you given any unpaid help to any groups, clubs or organisations in any of the following ways? Prompted, multiple response
No replyNone of the above
CampaigningRepresenting
Befriending or mentoring peopleGiving advice / information / counselling
Any other helpSecretarial, admin or clerical work
Providing transport / drivingRaising or handling money / taking part in sponsored events
Visiting peopleLeading the group / member of a committee
Other practical help Organising or helping to run an activity or event
0 20 40 60
131
24
8891011
191920
2425
%
Any: 68%
60
Museum of East Anglian Life: Visitor
Research
Research findings for the Museum of East Anglian
Life December 2013
Museum contact: Sarah [email protected].
uk01449 618220
Prepared by Insight Track [email protected]