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REMOTEAUDIENCERESEARCHFOR MUSEUMS

R K & A , I N C .

Why remote

audience research?

What types of studies

work best remotely?

What are the advantages

and disadvantages

of remote research?

What are the best ways to

collect data remotely?

I N T H I S G U I D E

May 2020

02RK&A, Inc. | Remote Audience Research for Museums

[email protected](703) 548-4078

Washington, DC | New York, NY

COVID-19 has changed our world— perhaps forever. The temporary closure ofmuseums has led museum professionals to quickly adapt to new ways of thinkingand working, while remaining united in our commitment to make a positive impacton people's lives. Now, more than ever, museums need reliable audience researchstrategies that account for the evolving landscape of visitation and engagement in aworld shaped by the pandemic. But where to start? Remote audience research offers one possibility for moving forward in these changingtimes. Remote research is research conducted offsite with researcher and participants indifferent locations, versus onsite (in-person) at a museum. At RK&A, our 30+ years ofexperience leading research in the cultural and informal learning sectors has taught us alot about remote research. We know when it is most valuable, not just as a backup to in-person research but as a primary research strategy. We made this short guide to help you learn about remote audience researchand consider whether it might serve your museum's needs. As always, RK&A remainscommitted to learning from our clients, colleagues, and the wider museum community. We'rehappy to discuss whether remote audience research is right for you.

Why remote audience research?

Exploratory studies of visitors' attitudes/awareness Attitudinal research gives insight into how people think and feel about a topic. It is easy to do at a distance since it isideas-focused and not dependent on visitors experiencing a physical museum space.

Title, concept, and message testing Gauging people's nuanced reactions to how ideas are framed helps strengthen designs. Concept testing lends itself wellto remote reviews, where people can avoid distractions on the museum floor and focus more easily on the content.

Visual and digital prototyping A skilled interviewer equipped with the right remote prototyping tools can easily test graphic design preferences or howindividuals navigate a digital interface.

Longitudinal studies Collecting data remotely after a museum visit is a great way to measure the lasting effects of the experience.

Evaluation of programs with time constraintsIt is often unrealistic to collect data from people at the end of a museum program, especially when everyone leaves atonce. In these cases, following up with a phone interview or online survey is most effective.

Non-visitor focused studiesMethods such as online surveys, remote interviews, or remote focus groups can bring in new voices from outside themuseum walls.

Behavioral (timing and tracking) studies Tracking visitors' behaviors during their museum visit is essential for understanding exactly what visitors do and howmuch time they spend in a museum space.

Prototyping gesture-based, object-based, or tactile experiencesTo gauge physical ease-of-use or tactile interaction with an exhibit or object, in-person research is recommended.

Evaluation of immersive experiencesImmersive exhibits physically surround visitors, making in-person interactions a must for understanding visitors' reactions(although testing concepts remotely early in the design process is possible).


WHAT TYPES OF STUDIES WORK BEST REMOTELY?

Remote research may be appropriate for...

Remote research may not be appropriate for...

Broader ParticipationRemote research can potentially bring broader and more diverse participants to the tablethan might be possible if recruiting only among a museum's current visitors. All someoneneeds to participate in remote research is an electronic device such as a cell phone, laptop,or tablet. This can be particularly advantageous if you want to make your museum morewelcoming and accessible or to bring in new audiences.

Reduced Courtesy BiasWhen participating in a research study onsite (during their museum visit), people sometimeswithhold critiques to avoid offending the museum or the researcher—this is called courtesybias. In a remote study, there is physical distance between participants and the museum. Thisdistance and the comforts of home can help people speak more openly and honestly.


WHAT ARE THE ADVANTAGES OF REMOTE AUDIENCE RESEARCH?

In many cases, remote research leads to higher-quality data. Visitors recruited on themuseum floor are not mentally prepared to participate in a research study. They may bepreoccupied with plans for the day, their children, or other distractions. In remote researchstudies, participants are recruited in advance, so they ready and focused when it is time toprovide feedback.

Streamlined Data Collection and AnalysisCollecting data remotely streamlines many aspects of the research process. For instance,online recruitment can make scheduling participants more efficient (and eliminates the needto rely on onsite visitation patterns). And, many online research platforms can recordinterviews and capture transcripts in the same place and in real-time, making the transition todata analysis easier and faster.

Improved Data Quality

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Recruiting the "Wrong" ParticipantsThe flip side to the benefit of broadening participation is the risk of recruiting the “wrong” typeof participant in a remote study. In other words, some research questions are best answeredby a museum’s current audiences (e.g., onsite visitors). While online screener surveys can helpnarrow down the "right" participants for a remote study, they are less foolproof than recruitingvisitors at the museum. Remote research also risks leaving out populations who may not usetechnology regularly, such as older adults or those without reliable internet access.

Privacy ConcernsRemote data collection introduces privacy concerns not present when collecting data onsite atthe museum. In-person data collection allows for anonymity, since there is no need to collectparticipants’ names. However, scheduling interviews online requires sharing names, emailaddresses, and phone numbers. Other methods (e.g., online surveys) may require less privateinformation, but still collect IP addresses.


WHAT ARE THE DISADVANTAGES OF REMOTE AUDIENCE RESEARCH?

Remote research only leads to higher quality data if everyone is well-prepared for remote datacollection. Researchers must be upfront with participants about the time investment, requestpreferred setups in advance (e.g., ask participants to be in a quiet space), and send helpfultips and reminders (e.g., reminders of scheduled interviews, tips for troubleshootingtechnology). Researchers should also limit the scope and length of research activities soparticipants do not feel overloaded and fatigued (which could lead to poor quality data).

Lack of ContextBeing onsite in a museum gives visitors clear context for the environment or experience youhope to discuss or improve. However, remote research takes away that environmental aspect. Therefore, in a remote interview or survey, a comprehensive introduction is necessary toground participants' feedback in a museum context.

Potentially Decreased Data Quality

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WHAT ARE THE BEST WAYS TO COLLECT DATA REMOTELY?

Phone & Video Interviews

Online Surveys & Analytics

Online Focus Groups

Digital Prototyping & Usability Testing

Interviews, whether short-answer or in-depth, provide a wealth of rich data to understandpeople's thoughts, opinions, and experiences. You can lead interviews remotely over thephone (audio only) or through a video call (e.g., using Zoom, Google Hangouts) to retainthe benefits of face-to-face interaction, including seeing body language and buildingrapport with participants.

Like one-on-one interviews, you can easily conduct focus groups remotely by using videocalls to bring everyone together. Being at home may even make normally shy participantsfeel more comfortable speaking up. In an online focus group, the moderator must setparticipants' expectations upfront and be prepared to address any technical issues thatarise (or have a second moderator to help manage participants and technology).

Iterative testing is an important part of the design process, especially for digitalmuseum offerings. You can capture people's interactions with a website or mobile appby sharing screens and recording interviews. Additionally, A/B testing can tease outhow different designs or messages affect people's ability to accomplish a task orunderstand an idea.

There are many survey building tools to gather standardized feedback from audiences(e.g., SurveyMonkey). You can send existing stakeholders a link or use built-in panelrecruiting tools to poll a random sample. Digital analytics can supplement survey resultsto lend deeper insights into people's behaviors.


[email protected](703) 548-4078

Washington, DC | New York, NY

At RK&A, we believe museums can makea positive difference in people's lives.

We also believe it is important to match methodology to the uniqueness of eachaudience research project. While this guide highlights crucial points to keep in mindwhen considering remote audience research, there will always be other unique-to-your-museum factors to consider when choosing a research strategy. Want to talk more about remote audience research? We'd love to hear from you!

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