Design Factors in the Museum Visitor Experience

Snapshot of a PhD Project in Progress26th September 2012

Regan Forrest

Principal Supervisor: Dr Jan PackerAssociate Advisor: Professor Roy Ballantyne

Research Problem

Exhibition Environment

“Design” Perspective

“Pedagogical” Perspective

“[a]lthough millions are spent yearly on upgrades and renovations, it is very possible that these additions and improvements are focusing on the wrong things . . . ” (Joseph-Mathews et al., 2009, p. 206).

Peer critiqueEnvironment as incidental

VisitorPerspective

?

Components of the Museum Visit

Visitor Goals and

Motivations

Reported Experience

Observed Behaviour

Visitor OutcomesExhibition Environment

‘Museum Atmospherics’ Model

Exhibition Environment

Visitor Motivations &

Goals

Perceived Atmosphere

•Design Appearance•Spatiality•Information Rate

Visitor Experience

•Behavioural•Affective•Cognitive

AttentionMessageAffect

Research Questions• How do visitors perceive and respond to atmospheric cues in

the exhibition environment? In what ways does this influence the visitor experience?

• What are the principal dimensions of visitors’ perceptions of exhibition atmospheres and how do these relate to the broader literature (Design Appearance, Spatiality, Information Rate)?

• What is the relationship between perceived atmosphere and visitor responses (affective, cognitive and behavioural)?

Study Sites – Permanent Exhibitions at SAM

Research Approach

• Phase 1: qualitative exploration of how visitors perceive

exhibition environments

• Phase 2: development of a quantitative instrument to

measure environmental perceptions in an exhibition setting

• Phase 3: study of the relationship between perceived

atmosphere and visitor experience

Methodology: Visual SummaryQUALData

Collection

QUALData

Analysis

quanData

Collection

quanData

Analysis

QUANData Analysis

QUANData Collection

Observation

Survey

Integrating of research results

Phase 1

Phase 2

Phase 3

Phase 1 Data Collection• 12 pre-arranged accompanied visits to exhibition spaces in SA

Museum (13 participants)• Think-aloud method plus follow-up interview generated 14

hours of data• A detailed, real-time account of a museum visit as

simultaneously experienced by researcher and participant

Preliminary Thematic Analysis

BarriersInformational

Ergonomic Sensory

Crowding Orientational

Objects / Labels Design / Display

Other

Description

Interaction

ResponseTechnique

Message / meaning

Reflection

Meaning

Personal Reflection

AttentionInformation

Integration / Linking

Environment

Next steps

• Consolidate findings from Phase 1

• Instrument development

• Pilot and conduct main study (3 exhibitions x 150 visitors each)