"If museums can't be truth tellers then why are we here?"
One of the many thoughtful insights from our concluding panel.
Overall, a great forum!
👏👏
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How to create a reflective place for our colleagues to look at research, act on it and inform future studies? Hard in these busy times!
Honour and respect the research... (so that means you make time!).
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Visitor research challenges an executive team on what they think they know based on their biases and interests.
They then make evidence-based and audience-focussed decisions.
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Summary reflections from @adriankingston.bsky.social 's excellent presentation. Also like the way Te Papa is thinking about AI.
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Cool way to collect quick insights from event attendees which is then analysed within Te Papa's impact framework
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@tepap.bsky.social has long been a leader in the audience research space and great to see they still are!
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"Some people use research like a drunkard uses a lamppost, for support rather than illumination"
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Here's the link to Think Digital, Creative Australia's digital capability assessment tool for arts and #GLAM
thinkdigital.creative.gov.au
Blog post to come!
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Journalists have strong instincts, but are occasionally surprised by what emerges from data.
Deerr!
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Very interesting use of AI, especially to interact with data at scale, 'effective for visitor voices and a great way to supercharge insight value', and in their own words and contexts.
Angie Judge, Dexibit
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Negative sentiment remarks are around value, fees and pricing, and crowding.
And, parking and food have a huge importance in the visitor experience (I've found this slot too).
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Wonder if visitor happiness is related also to external factors - they are generally unhappy...??
Also, visitor happiness is less for Australians and high for New Zealanders.
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Using AI to analyse (literally) millions of comments around the world...
Angie Judge, Dexibit
I some experiments here: wp.me/p47Owp-13C
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When we talk about finding resources, having limited or no resources I'm reminded of what @drkeir.bsky.social talks about: 'a budget is a moral document' so if you want to do research , plan and budget for it! (and stop something else...)
Rant now over!
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Fascinating dive into the history of visitor research by Lee Davidson and about our to @tepap.bsky.social who were (and are) leaders in this.
But across the sector research is patchy and organisational uptake not always great.
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Physical visitors don't visit the museum's website or engage with the museum's social media sites.
I've found this too, even tho Facebook is one of the key ways visitors find out about what's on at the museum.
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Segmenting and digital engagement at the NMA
And, people visit their website via organic search (Google)
So, NMA has focussed on SEO
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Now up, Abbie McPhee from the National Museum of Australia
Key KPI is visitor reach and digital is a growth area both during COVID and beyond
They are also reaching more audiences with disabilities, especially neurodiverse
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Tell stories of impact - for MOTAT and the sector more broadly
Also to amplify visitor voices in research
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Sheer abundance of data is great, but can be a challenge...
"Bring data to the party, not hunches" Great quote!
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An interesting segmentation at #MOTAT as a way to talk about visitors and to guide research
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A visitor-centred culture at MOTAT. Board is also invested.
And, quality time is the main motivator for a visit, which is fundamental to well-being.
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