Audience Research in a Web 2.0 world
Post on 24-May-2015
DESCRIPTIONWorkshop given at New Zealand Digital Forum Conference 28/11/08, Auckland
- 1. Doing audience research in a Web 2.0 world Dr Lynda Kelly, Australian Museum
- What is audience research?
- How is it done?
- What has it told us?
- How do we use it?
Coverage 3. 4.
- Gilman: 1916
- Robinson & Melton: 1930-1940s
- Alt, Shaw, Griggs: 1970-1980s
- Screven, Hood: 1980-1990s
- Falk & Dierking: 1990-2004
- Hein, 1998
- Museum Learning Collaborative: 2000
- Web 2.0 & Evaluation: Kelly & Russo, 2007; 2008
- Website Analytics: Chan, 2008
Development of audience research 5.
- Purpose of audience research:
- Who uses audience research
- What have they done
- What have they used it for
Exercise 1 6.
- It gives us data about:
- leisure patterns: who , where,why
- what people want from a visit
- what they do when they visit
- prior interests and knowledge
- whatthey learn and takeaway
Why do audience research? 7.
- Find out visitor mix:
- locals, tourists (Austn, O/s), age, social grouping
- Visiting patterns:
- weekdays, weekends, seasonal
- helps to plan programs, opening hours, pages
- Track advertising and marketing
- For use in:
- promotion and marketing
- grant applications
- grant acquittals
- decision making
- improvements and change
- seeking funding (e.g. Councils, Ministry, Federal agencies, others)
- Before embarking on anything there are a number of questions we need to ask
Doing audience research 10.
- What information do we already have?
- What are the gaps in our information?
- Who will use the information?
- What will the information be used for?
- What will be the consequences if we dont get the information?
- Whodo we need to get the information from?
- Howcan we get the information?
- Whatmethods will we use?
- How muchwill we invest : cost vs. benefit
Then ask 12.
- What does this mean for your institutions??
Implications 1 13.
- What types of audience research are you aware of/used?
- How are you measuring visitation/online users
Exercise 2 14.
- Structuredsurveys, questionnaires
- Log files, analytics
- Usually closed questions (e.g. yes/no, rating scales, agree/disagree)
- Results often presented as percentages, frequency counts
- Givesstatistical measures :
- extrapolateto general population
- trend data : over time and across programs and/or venues
Quantitative research 15.
- where else they visit/sites used
- how they find out/how they got there
- areas visited (physical/online)
- what stood out
- things theyd tell others
- messages retained, meanings made
- Focuseson peoples own recounts and meaning sma de
- Through :
- in-depth interviews
- case studies
- focus groups
- community consultation
- Results are interpretations
Qualitative research 17.
- What research methods might be suitable?
- How can it be done effectively and efficiently?
Implications 2 18.
- Visitor Motivation:
- Why do people visit museums/museum websites?
- Who visits your institutions - profiles
Exercise 3 19.
- 77% visit to experience something new
- 71% visit for entertainment
- 71% for learning
- 70% for interests of children/family
- 64% worthwhile leisure
- 57% special events I must see or do
- 56% recommended by others
AM research found 20.
- How will you factor visitor motivation into programs and services?
Implications 3 21.
- Visitor needs:
- What do visitors want when they visit a museum?
Exercise 4 22.
- People have strong views about what they want from a physical museum visit
- Experiencesthat are :
- hands-on, active
- memorable, withsomething to take away
- Learningthat :
- goes fromfamiliar to unfamiliar concepts
- is controlled by them
- cater sfor all levelsand styles
They want 24.
- Exhibit s :
- to touch and explore
- not overloaded with words & information
- that can get up close to
- with staff there to answer questions
- that are realistic
- relaxing spaces to take it all in
- that encourage talking/sharing amongst groups
- AM research has found that visitors have specific interests and information needs about collection items
- What is it made of?
- How is it used?
- What is it used for?
- How often is it used?
- What is the symbolism of it?
- How old is it?
- Is it still used today?If not, what is?
- Who were/are the people and what are their stories?
Anthropology collections 27.
- What is it?
- scientific name
- everyday name/description
- Where did it come from:
- and when was it found
- The museum things:
- how is it preserved
- why is it in a museum? what is it used for?
- What is it related to thats familiar to me?
Natural history collections 28.
- How will you factor these needs into programming both physical and online?
Implications 4 29.
- Visitor behaviour:
- What have you noticed about how visitors behave in your institutions?
- How are visitors navigating your sites?
- What data do you have to support this?
Exercise 5 30. 31.
- Include in planning
- Involve in data gathering
- Work through findings
- Use consultants
- Communication systems
Staff buy-in 32. 33. 34.
- Listening to young children in museum environments
- Museum 3.0:
- providing excellent physical and virtual museum experiences for young people
Communicating results 35.
- Web 2.0:
- Two-way interaction
- Equal relationship
- Visitor voice
Visitor voice 36. 37. 38. 39.
- To fulfil its complete purpose as a show, a museum must do the needful in both ways. It must arrange it contents so that they can be looked at; but also help its average visitors to know what they mean. It must at once install its contents and see to their interpretation.
Gilman, 1918 40.
- All audiences want
- Respect for them as individuals
- Welcoming atmosphere from trained, aware, friendly, knowledgeable staff:
- both front & back of house
- See themselves reflected in programs, exhibitions, collections& staffing:
- the work of the museum
- Active & varied learning experiences:
- group-based & individual
- A contemporary experience:
- in communication & interpretation modes
- content/issues that are relevant & current
41. http.//www.australianmuseum.net.au/amarc/ http://amarclk.blogspot.com/ 42.