Zoo in You
Front-End
End Evaluation
August 2011
Prepared for:
Prepared by:
Steve Yalowitz, Ph.D.
Susan Foutz, M.A.
Tammy Messick Cherry
Research reported in this publication was supported by the Office Of The D
Director,
irector, National Institutes
Of Health of the National Institutes of Health under Award Number
ber R25OD010942. The content is
solely the responsibility of the authors and does not neces
necessarily represent the official views of the
© OMSI April 2011
Acknowledgements
The authors would like to formally thank the Oregon Museum of Science and Industry staff and
the Zoo in You team, particularly Hever Velazquez, who assisted us to a great degree in carrying
out the study. We would also like to thank the OMSI visitors and event participants who took
time out of their days to give us feedback about the Zoo in You project.
About the Institute for Learning Innovation:
Established in 1986 as an independent non-governmental not-for-profit learning research and development
organization, the Institute for Learning Innovation is dedicated to changing the world of education and learning by
understanding, facilitating, advocating and communicating about free-choice learning across the life span. The
Institute provides leadership in this area by collaborating with a variety of free-choice learning institutions such as
museums, other cultural institutions, public television stations, libraries, community-based organizations such as
scouts and the YWCA, scientific societies and humanities councils, as well as schools and universities. These
collaborations strive to advance understanding, facilitate and improve the learning potential of these organizations by
incorporating free-choice learning principles in their work.
© OMSI April 2011
Zoo in You Front-End Study
Executive Summary
The front-end study for the Zoo in You exhibition was conducted by the Institute for Learning
Innovation (ILI) for the Oregon Museum of Science and Industry (OMSI), as part of a grant from
the Science Education Partnership Award (SEPA) program at the National Institutes of Health
(NIH). The purpose of the grant was to create an exhibition, book club, and science café about
the human microbiome, currently titled The Zoo in You: Exploring the Human Microbiome. This
bilingual (Spanish/English) exhibition will engage visitors in the cutting edge research
of the Human Microbiome Project http://commonfund.nih.gov/hmp/index.aspx and explore
the impact of the microbiome on human health. In addition to the traveling exhibition, there
will be a book club and science café events.
Front-end evaluation aimed to provide strategic feedback about the conceptual approach and
design of the main deliverables: 1) a bilingual traveling exhibition, 2) a book club, and 3) a
science café. The purpose of the front-end evaluation was to allow the team to:
•
•
•
Get audience reactions to the proposed deliverables.
Understand baseline knowledge and misconceptions about the human microbiome and
other project-related concepts and ideas on this topic.
Get feedback about how to improve the deliverables.
The primary target audiences were families/intergenerational groups with children in the 4th to
12th grades, specifically including bilingual or Spanish-preferred Hispanics in the Portland,
Oregon, area.
Methods and Characteristics of the Samples
Methods included in-person interviews with the following groups:
•
•
•
Onsite interviews with general audience visitors (n=78)
Onsite interviews with Spanish-speaking Hispanics (n=20)
Event interviews with attendees to one of OMSI’s science pubs (n=40)
For the most part, the same interview form was used, although there were additional items
about the exhibition in the onsite interviews and additional items about the book club and
science café Zoo in You deliverables for the event interviews at OMSI’s science pub event.
Of the 138 individuals interviewed for the front-end study, the majority were adults under the
age of 45 who lived in the Portland, Oregon, area. About half of the onsite visitors were adults
visiting with children age 12 and under, and those visiting with teens were also likely to be
visiting with younger children; there were few groups with just teens and adults included in the
sample. Respondents were highly educated, although the Spanish-speaking respondents
tended to have a lower level of education; the highest educated group was the science pub
event sample (one-third had a graduate degree or higher). In terms of ethnicity, while English-
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speaking onsite interviews were roughly one-tenth Hispanic, no one in the event interviews was
Hispanic.
Main Findings
There were three main areas the front-end study focused on, and these areas will be focused
on to report the main findings:
1. Initial reactions, knowledge, and interest—this included what people knew about the
topic of the human microbiome, how interested they were in the topic, and what they
found most interesting.
2. Exhibition topics and approaches—respondents gave feedback about what they found
interesting or were curious about for content areas and different design approaches
planned for the exhibition.
3. Interest in book clubs and science cafés —participants were asked about their interest in
two additional opportunities to engage in Zoo in You, a book club and science café, and
what factors would affect their participation.
Initial reactions, knowledge, and interest
While there was very little familiarity with the topic of the human microbiome, there was a
decent level of interest in the topic and generally positive reaction to it.
→ More than a third (36%) of the English-language interviewees correctly identified an
exhibition titled Zoo in You as having to do with microorganisms living on or in the human
body; however, nearly an equal percentage of respondents (37%) thought the exhibit would
deal with non-human animals or the relationship between animals and humans.
→ Correctly identifying content areas for the title Zoo in You was lower for Spanish-language
interviewees, with only 10% identifying the exhibition as being about microorganisms. The
large majority of Spanish speakers thought it would be about non-human animals, although
about half of these respondents didn’t mention any specific kinds of animals.
→ Very few interviewees had heard of the term “human microbiome.” Both English- and
Spanish-speaking respondents unfamiliar with the term were evenly split between guessing
incorrectly and correctly saying that it had to do with microorganisms and the human body
as an environment for them.
→ Respondents were generally interested in the idea of an exhibition on the human
microbiome, rating the initial exhibition description quite high (a mean of 8.0 out of 10).
They explained their rating by expressing a general interest and curiosity in the topic, and
there was no difference in the interest rating between Spanish- and English-speaking
respondents. However, the Spanish-speaking respondents tended to give more specific
reasons for why they were interested in the exhibition, compared to their English-speaking
counterparts.
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Exhibition topics and approaches
To provide more specific feedback to the exhibition team, respondents were given three topic
areas to consider: 1) microbes on/in the body, 2) scientific research, and 3) personal choices
and their impact on the microbes. Interviewees were then asked what questions they had
about these topic areas.
→ There were some differences in what English and Spanish speakers were curious about,
particularly in the first topic (microbes on/in the body). While English speakers were most
interested in where these microbes were/how they got there and the mix of harmful and
beneficial effects, Spanish speakers were more curious about the harmful effects (although
some also mentioned being curious about their benefits).
→ In terms of scientific research done on microbes (second topic), people were most curious
about how the research is done and what scientists are discovering. Respondents were also
curious about how the scientific research was being applied. Spanish speakers tended not to
have as many questions about this particular area as they did for the other two.
→ The third topic was the most popular, suggesting that the personal connection to one’s own
body was of great interest to respondents and could be an entry point for many visitor
groups. English speakers tended to be more curious about what they could do to impact the
situation themselves, and were particularly interested in how travel affects the microbiome.
Spanish-speaking respondents again tended to focus slightly more on the harmful effects of
the microbes, and asked about the impact of the bad microbes or the balance between good
and bad microbes in the body.
Respondents were also given four different design approaches and asked to pick the two that
most appealed to them: 1) Zoo in You, 2) Aliens Inside Us, 3) Battle of the Microbes, and 4)
Voyage through the Body. See the body of this report for the descriptions included with each of
the design choices.
→ The most popular exhibition approach overall was Voyage Through the Body/Viaje a través
de tu cuerpo, which respondents found interesting for a variety of reasons, including liking
the concept of a journey as a way to introduce them to the topic.
→ While Aliens Inside Us/Extraterrestres dentro de nosotros was popular with English
speakers, and those who chose this option specifically mentioned the appeal to children, the
idea of aliens, and something inside our bodies, however, was by far the least popular
among Spanish speakers.
→ Battle of the Microbes/Batalla de los microbios was popular because the idea of a battle
going on inside of our bodies was appealing to them. Some respondents mentioned that the
idea of having to maintain a microbial balance within the body was interesting.
→ Zoo in You/El Zoológico en ti was the least popular of the four choices. While respondents
were not asked why they didn’t choose the various topics, those who did choose this one
focused on the zoo theme.
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Interest in book clubs and science cafés
In general, interest in a book club was relatively low, with lack of time mentioned as the biggest
challenge, and time seemed to be a particular challenge for the Spanish-speaking audience.
Some also mentioned that it would depend on the topics.
→ Interest in a book club on the topic of the human microbiome was rather low among
respondents. The factors of time, format/location, and general interest (or lack thereof)
were relevant for both those who rated the book club highly and those who rated it
lower.
→ When presented with a choice between online and traditional book clubs, half of those
interviewed said they preferred the online format.
→ The main factor by far for Spanish speakers was time, and would need to be addressed in
pursuing a book club with this audience.
Many of the same perceived barriers for book clubs applied to the science café, although
interest in science cafés tended to be slightly higher. Not surprisingly, experience with science
cafés and pubs tended to increase the level of interest in a science café about the topic of
human microbiomes.
Summary of Science Café Results:
→ Interest in attending a science café on the human microbiome was moderate, with those
who had been to similar events much more likely to be interested in attending.
→ The factors of format/location and general interest (or lack thereof) were relevant for
both those who rated the science café event highly and those who gave it a low rating.
→ A science pub event with hands-on activities and a presentation was preferred over a
presentation-only format. However, there was no consensus among respondents on
which specific types of activities to include.
→ Again, the Spanish-speaking respondents mentioned time as more of a constraint to
participation than anything else.
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Table of Contents
Executive Summary ...................................................................................................................................... 1
Introduction .................................................................................................................................................. 7
Purpose and Evaluation Questions .............................................................................................................. 7
Methods........................................................................................................................................................ 8
Description of the Sample ......................................................................................................................... 8
Findings ....................................................................................................................................................... 11
Exhibition Results: Initial Reactions, Knowledge, and Interest ............................................................... 11
Exhibition Results: Reactions to Topics and Approaches ........................................................................ 16
Book Club Results .................................................................................................................................... 24
Science Café Results ................................................................................................................................ 26
Conclusions and Recommendations .......................................................................................................... 29
Main Conclusions .................................................................................................................................... 29
Recommendations .................................................................................................................................. 30
Appendices ................................................................................................................................................. 31
List of Tables
Table 1: Front-End Study Methods ............................................................................................................... 8
Table 2: Front-End Study Demographics by Sub-sample .............................................................................. 9
Table 3: Front-End Study Ethnicity, Race, and Language Preferences by Sub-sample ............................... 10
Table 4: Respondents’ Expectations for an Exhibition Titled Zoo in You (Event and English Onsite, n=118)
.................................................................................................................................................................... 12
Table 5: Respondents’ Expectations for an Exhibition Titled Zoo in You (Spanish Onsite, n=20)............... 12
Table 6: Visitors’ Prior Familiarity with the term “Human Microbiome” ................................................... 13
Table 7: What Visitors’ Had Heard about the term “Human Microbiome” (Event and English Onsite,
n=21) ........................................................................................................................................................... 13
Table 8: What Visitors’ Had Heard about the term “Human Microbiome” (Spanish Onsite, n=2) ............ 14
Table 9: Visitors’ Guesses for What “Human Microbiome” Meant (Event and English Onsite, n=96)....... 14
Table 10: Visitors’ Guesses for What “Human Microbiome” Meant (Spanish Onsite, n=17)..................... 15
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Table 11: Reason for Rating Interest in Seeing an Exhibition about the Topic (Event and English Onsite,
n=118) ......................................................................................................................................................... 16
Table 12: Reason for Rating Interest in Seeing an Exhibition about the Topic (Spanish Onsite, n=20) ..... 16
Table 13: Respondents’ Questions about Area 1, Introduction to Microbes (English Onsite, n=78) ......... 17
Table 14: Respondents’ Questions about Area 1, Introduction to Microbes (Spanish Onsite, n=13) ........ 17
Table 15: Respondents’ Questions about Area 2, Scientific Research and Discoveries (English Onsite,
n=78) ........................................................................................................................................................... 18
Table 16: Respondents’ Questions about Area 2, Scientific Research and Discoveries (Spanish Onsite,
n=9) ............................................................................................................................................................. 19
Table 17: Respondents’ Questions about Area 3, Personal Choices and Circumstance (English Onsite,
n=77) ........................................................................................................................................................... 19
Table 18: Respondents’ Questions about Area 3, Personal Choices and Circumstance (Spanish Onsite,
n=14) ........................................................................................................................................................... 20
Table 19: Respondents’ Reasons for Preferring an Exhibition Approach (English Onsite) ......................... 22
Table 20: Respondents’ Reasons for Preferring an Exhibition Approach (Spanish Onsite) ........................ 22
List of Figures
Figure 1:Respondents’ Selection of Exhibition Approaches (Onsite, n=98) ............................................... 21
Figure 2:Respondents’ Reasons for Their Interest Rating of the Book Club (Event and English
Onsite, n=100)............................................................................................................................................. 25
Figure 3:Respondents’ Reasons for Their Interest Rating of the Book Club (Spanish Onsite, n=20) ......... 25
Figure 4:Respondents’ Reasons for Their Interest Rating of the Science Café (Event and English
Onsite, n=97) ............................................................................................................................................... 27
Figure 5:Respondents’ Reasons for Their Interest Rating of the Science Café (Spanish Onsite, n=19) ..... 27
List of Appendices
Appendix 1:Onsite Instrument.................................................................................................................... 31
Appendix 2: Event Instrument .................................................................................................................... 41
Appendix 3: Full Text of Visitors’ Responses, Q5 ........................................................................................ 45
Appendix 4: Tables of Statistical Significance ............................................................................................. 50
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Introduction
This report summarizes a front-end study conducted by the Institute for Learning Innovation
(ILI) for the Oregon Museum of Science and Industry (OSMI) as part of a grant from the Science
Education Partnership Award (SEPA) program at the National Institutes of Health (NIH) to
create an exhibition about the human microbiome that is currently titled The Zoo in You:
Exploring the Human Microbiome. This bilingual (Spanish/English) exhibition will engage visitors
in the cutting edge research of the Human Microbiome Project (http://commonfund.nih.gov/
hmp/index.aspx) and explore the impact of the microbiome on human health.
The following summary was included as part of the proposal and provides a nice overview of
the project:
“The Oregon Museum of Science and Industry (OMSI), in partnership with the J. Craig Venter
Institute (JCVI), proposes to develop the Zoo in You: Exploring the Human Microbiome, a 2,000
square foot bilingual (English and Spanish) traveling exhibition for national tour to science
centers, health museums, and other relevant venues. The exhibition will engage visitors in the
cutting edge research of National Institute of Health’s (NIH) Human Microbiome Project (HMP)
and explore the impact of the microbiome on human health. To enrich the visitor experience
the Zoo in You project will also produce an interactive bilingual website and in-depth programs
including Science Cafés and book groups for adult audiences.
JCVI will provide its expertise in genomics and experience as a major site for HMP research to
the project. In addition, advisors from the Oregon Health & Science University, Multnomah
County Library, the Multnomah County Health Department, ScienceWorks Hands-on Museum,
Science Museum of Minnesota, and other experts will guide OMSI’s development of exhibits
and programs. The Institute of Learning Innovation in collaboration with OMSI will evaluate the
exhibits, programs, and website. Front-end, formative, remedial, and summative evaluation will
be conducted in English and Spanish at OMSI, ScienceWorks, and other venues.
The exhibition’s target audience is family and school groups with children in grades 4–12. Latino
families are a priority audience and the project deliverables will be developed bilingually and
biculturally. The Zoo in You will tour to three venues a year for a minimum of eight years. We
conservatively estimate that over two million people will visit the exhibition during the national
tour. This project presents a powerful opportunity to inform museum visitors about new
discoveries in genomic research, to invite families to learn together, and to present and
interpret research findings for diverse audiences.”
Purpose and Evaluation Questions
The purpose of the front-end evaluation was to provide strategic feedback about the
conceptual approach and design of the deliverables for the Zoo in You project. The front-end
evaluation was conducted to allow the team to:
•
Gather audience reactions to the proposed deliverables.
© OMSI April 2011
Zoo in You Front-End
7
•
•
Understand baseline knowledge and misconceptions about the human microbiome and
other project-related concepts and ideas.
Get feedback about how to improve the deliverables.
More specifically, the front-end evaluation, in order to inform design and development, as well
as marketing strategy and promotional decisions, will gather information about the three main
deliverables: exhibition, book club, and science café.
Methods
In order to provide the above information, it was determined that interviews would be the
main way of gathering information from the target audiences of English- and Spanish-speaking
groups with children in grades 4 to 12. The front-end was looking for feedback about the
exhibition, book club, and science café, and in fact feedback about all three was gathered with
all of the audiences (see Table 1). Data were collected at two locations: 1) at OMSI itself and 2)
at an OMSI science pub conducted by OMSI in the Portland area. A total of 98 onsite interviews
were collected, with 20 of those conducted in Spanish, and a total of 40 event interviews were
conducted, for a total of 138 interviews. While the same core instrument was used at each
location, at OMSI there were additional questions about the exhibition, and at the science pub
there were additional questions about the book club and science café.
Table 1: Front-End Study Methods
Stage
Deliverable
Methods
Location
Audiences
Total
Sample Size
Front-end
study
Exhibition
Onsite
interviews
OMSI
English and
Spanish
speakers
(n=98, with
20 Spanishspeaking
groups)
Book club
Onsite
interviews
Science Pub
English
speakers
(n=40)
Science café
Event
interviews
Science Pub
English
speakers
(n=40)
Description of the Sample
A total of 138 individuals were interviewed for the front-end study. The majority of
respondents to both the onsite interviews and the event interviews were adults under the age
of 45 living in Oregon (see Table 2). There were statistically significant differences between 1)
the event and onsite interviews and 2) the onsite interviews conducted in English and those
conducted in Spanish. For example when comparing group sizes, event respondents had
significantly smaller groups than onsite respondents (Mann-Whitney U=1163.00, n=136, p<.01).
Within the onsite interviews, those interviewed in English were more likely to have attended or
graduated college than those interviewed in Spanish (X2(5, n=94)=33.18, p<.01). Annual
household incomes between English-language interviewees and Spanish-language interviewees
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also showed statistical differences (X2(6, n=83)=19.93, p<.01). For the interviews, proportion of
group type by age was very similar; across both there were 7% adult-only groups, 52% included
adults and children age 12 or under, 11% had adults and teens, while 30% had adults, teens,
and children 12 or under. There was not a statistically significant difference in comparing group
type between the English and Spanish interviews. However, in comparing group type for all
onsite interviews to the event interviews, there was a statistically significant difference (X2(3,
n=137)=86.905, p<.01). See Appendix 4 for the complete listing of statistically significant
differences between the sub-samples.
Table 2: Front-End Study Demographics by Sub-sample
Categories
Gender of Respondent
Male
Female
Live in Oregon?
Live in the West**?
Age of Respondent
18–24
25–34
25–44
45–54
55–64
65 and older
Group Type, by Age
Adults only
Adults and children (0–12)
Adults and teens (13–17)
Adults, teens(13–17),
children(0–12)
Highest Level of Education
Some high school
High school diploma
Some college
Associate’s degree
Bachelor’s degree
Master’s or higher
© OMSI April 2011
Event
Interviews
(n=40)*
Overall
(n=98)*
English
Language
(n=78)*
Spanish
Language
(n=20)*
46%
54%
78%
95%
35%
65%
75%
96%
29%
71%
71%
94%
55%
45%
89%
100%
21%
28%
33%
10%
5%
3%
5%
20%
32%
21%
10%
12%
5%
16%
29%
24%
11%
15%
5%
37%
42%
11%
5%
--
88%
8%
5%
0%
7%
52%
11%
30%
8%
51%
10%
31%
5%
55%
15%
25%
3%
-15%
5%
45%
33%
9%
12%
23%
9%
28%
20%
1%
8%
23%
10%
32%
26%
35%
25%
25%
5%
10%
--
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Onsite Interviews
9
Annual Household Income
Under $10,000
$10,000 to $24,999
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,000
$150,000 or more
Mean Group Size
Prior Attendance at Science Pub or OMSI
OMSI Member
6%
11%
31%
26%
14%
11%
-3.2 people
34% (Pub)
9%
5%
13%
23%
17%
11%
24%
7%
4.7 people
23% (OMSI)
36%
5%
8%
17%
19%
12%
31%
9%
4.7 people
23% (OMSI)
44%
6%
33%
44%
11%
6%
--5.0 people
25% (OMSI)
5%
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**As defined by the US census.
As might be expected, there were statistically significant differences in ethnicity and language
preferences based on where the interviews occurred (see Table 3). Onsite respondents were
much more likely than event respondents to identify as Hispanic (X2(2, n=124)=12.43, p<.01).
Not surprisingly, those choosing to take the onsite interview in Spanish were more likely to
speak Spanish (X2(1, n=89)=51.04, p<.01) and identify as Hispanic (X2(2, n=90)=63.30, p<.01)
than those who chose to complete the interview in English. See Appendix 4 for the complete
listing of statistically significant differences between the sub-samples.
Table 3: Front-End Study Ethnicity, Race, and Language Preferences by Sub-sample
Categories
Ethnicity
Hispanic**
Not Hispanic
Not Sure
Race (Multiple Responses Allowed)
White (includes Hispanic)
Black or African American
American Indian or Alaskan Native
Asian
Native Hawaiian or Other Pacific
Islander
Not Sure
Yes, Spanish Speaker
Language Spoken at Home***
Only Spanish
More Spanish than English
Both equally
© OMSI April 2011
Event
Interviews
(n=40)*
Onsite Interviews
Overall
(n=98)*
English
Language
(n=78)*
Spanish
Language
(n=20)*
-97%
3%
29%
69%
2%
9%
89%
3%
100%
---
91%
3%
-3%
--
89%
5%
1%
5%
1%
91%
6%
-6%
1%
78%
-6%
---
3%
20%
6%
30%
1%
12%
22%
100%
----
20% (n=5)
40% (n=10)
20% (n=5)
17% (n=1)
-33% (n=2)
21% (n=4)
53% (n=10)
16% (n=3)
Zoo in You Front-End
10
More English than Spanish
English only
Preference for Exhibits and Programs***
Only Spanish
More Spanish than English
Both equally
More English than Spanish
English only
60% (n=3)
40% (n=2)
8% (n=2)
12% (n=3)
-50% (n=3)
11% (n=2)
--
--75% (n=3)
-25% (n=1)
28% (n=5)
11% (n=2)
56% (n=10)
-6% (n=1)
-17% (n=1)
67% (n=4)
-17% (n=1)
42% (n=5)
8% (n=1)
50% (n=6)
---
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**Respondents identifying as Hispanic were also asked their culture group. For the onsite interviews, 77% (n=21)
identified as Mexican; Puerto Rican, Ecuadorian, and Peruvian were indicated by one person each; 3 individuals
indicated another Hispanic cultural background not listed.
***Asked only of those who indicated they spoke Spanish.
Findings
In this report, the responses for the Spanish-speaking sample were displayed differently
depending on the type of item. For forced-choice items (e.g., ratings, selecting from a list) the
responses were included in the same table because both English and Spanish responses were
using the same coding structure. While the open-ended questions were asked the same way
(but in different languages) in both English and Spanish, there were often some subtle
differences in the responses that, were they to use the same coding structure, might be lost.
Therefore, to be culturally responsive and not impose one way of coding or thinking on the
other language, coding structures were created independently in English and Spanish and are
reported in different tables and interpreted in separate sections. In fact, different evaluators
coded the English and Spanish responses, so that the open-ended responses could truly be
coded independently. While there were often many similarities in the codes for both groups,
having different and independent codes allowed for any cultural- or language-based
considerations to be maintained. In the Spanish-language coding for open-ended responses,
they are listed in Spanish first, then the English translation/equivalent is next to it in [brackets].
In this manner, even minor differences can be noted by the reader.
Exhibition Results: Initial Reactions, Knowledge, and Interest
Respondents both onsite at the museum and at the event were asked what they would expect
to see in an exhibition with the title Zoo in You.
English speakers: An analysis of the event responses and onsite English-language responses
revealed that the majority of responses were related to human biology (see Table 4). A third of
all responses (36%) were human biology topics related to the exhibition, such as,
“Microorganisms that live inside us,” “Internal organisms, parasites,” and “Bacteria,
microorganisms—a wide variety of similar things.” Nearly a quarter (23%) of responses focused
on how humans are similar to animals, including evolution-related responses. Examples include,
“Physical and mental parallels to animals,” and “How humans evolved, how we share traits with
animals.” Many of the responses were related to topics not having to do with human biology
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with 16% referencing animals in general (e.g.,“animals” or “zoo animals”) and 13% specific
animals. A few respondents gave specific topics not related to the exhibition (8%), which
included responses such as, “City as a zoo,” and “How we are like what we eat.”
Spanish speakers: Among Spanish speakers, a lower proportion answered in a manner that
related directly to the exhibition. Almost half of all Spanish-speaking respondents (45%)
mentioned animals in general, such as “Algunos tipos de animales [some different types of
animals]” or simply “Animales [animals].” The next most common response, each at 15% of
respondents, were about either the human body (“Partes del cuerpo [parts of the body]”) or
talking about pets (“tal vez fotos de mascotas [maybe pictures of pets]” or “mascotas [pets]”).
Other responses varied, with the large majority being about animals. Only one person
mentioned something that was more related to the exhibition, saying “Bacterias, parasites,
piojos [bacteria, parasites, lice].” While the sample size was relatively small, it would be
important to determine whether this sample is representative in that it seemed to be less able
to guess the topic of the exhibition than its English-speaking counterparts.
Table 4: Respondents’ Expectations for an Exhibition Titled Zoo in You (Event and English
Onsite, n=118)
Categories
n
Percent*
42
36%
27
10
23%
8%
19
15
10
9
4
9
16%
13%
8%
8%
3%
8%
Human Biology-Related Responses
Topics related to exhibition
How humans are like animals/evolution related
General human biology response
Non-Human Biology-Related Responses
General comment about animals
Specific comment about animals
Relationship between animals and humans
Specific Topic Not Related to the Exhibition
Don’t Know
Other
*Multiple responses allowed. Total exceeds 100%.
Table 5: Respondents’ Expectations for an Exhibition Titled Zoo in You (Spanish Onsite, n=20)
Categories
Seres Humanos [human beings]
En general [in general]
El cuerpo humano, sus partes [the human body, its
parts]
Bacterias, parasitos [bacteria, parasites]
Animales [Animals]
Animales en general [animals in general]
Mascotas, “petting” [pets, petting animals]
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Percent*
1
5%
3
15%
2
10%
9
3
45%
15%
12
Changos [monkeys]
Otro tipo de animal [other type of animal]
Característicos de animales [animal characteristics]
Animales reflejada en las personas [animals reflected
in people]
Otro Tema Especifíca [other specific topic]
No Sé [don’t know]
Otro [other]
2
2
1
10%
10%
5%
1
5%
2
1
3
10%
5%
15%
*Multiple responses allowed. Total exceeds 100%.
Respondents both onsite and at the event were asked if they were familiar with the term
“human microbiome”; a total of 18% of the sample had heard of the term before being
interviewed. As seen in Table 6, those interviewed at the event were more likely to have heard
the term before, with 33% indicating they had heard the term compared to 12% interviewed
onsite; this difference was significant (X2(1, n=138)=7.89, p<.01).
Table 6: Visitors’ Prior Familiarity with the term “Human Microbiome”
Categories
Event Interviews (n=40)
Onsite Interviews (n=98)*
33%
67%
12%
88%
Yes, have heard the term
No, have not heard the term
* There were no significant differences between the onsite English and Spanish language results for this question.
English speakers: Of those interviewed at the event and onsite in English and who had heard of
the term “human microbiome,” over half (57%) of respondents gave generally correct
responses of what it meant (see Table7). Examples included, “Microorganisms that live within
us” and “All the stuff in our bodies, helpful and harmful organisms.” A couple of responses
(10%) were incorrect with answers like, “place in which humans live and develop,” and nearly a
third (29%) had heard of the term, but did not know what it meant.
Spanish speakers: Of the two Spanish-speaking visitors who said they had heard of the term,
one answer was pretty much on target “Bacterias de nuestro cuerpo para las defensas del
cuerpo [bacteria in our body for its own defense]” and another was incorrect “Donde comienza
la humanidad [where humans began]” (see Table 8).
Table 7: What Visitors’ Had Heard about the term “Human Microbiome” (Event and English
Onsite, n=21)
Categories
n
Percent*
Generally Correct Response
Incorrect Response
Don’t Know/Other
12
2
6
57%
10%
29%
*Notes: Multiple responses allowed. Total exceeds 100%.
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Table 8: What Visitors’ Had Heard about the term “Human Microbiome” (Spanish Onsite, n=2)
Categories
n
Percent
Generally Correct Response
Incorrect Response
1
1
50%
50%
English speakers: Those interviewed at the event and onsite in English and who had not heard
the term “human microbiome” were asked to guess what it might mean (see Table 9). Of these
responses, 36% were on topic and related to the exhibition, namely microorganisms on/in the
body and the body as an environment (see the highlighted categories in Table 8). A quarter
(26%) of responses indicated that the respondents had no idea what the term might mean.
Another quarter of responses (25%) were related to the human body in general with responses
such as, “human body,” “Probably everything that's inside,” and “Something that makes us
biologically unique.”
Spanish speakers: One-third (35%) of Spanish speakers onsite did not have any idea what the
term “microbioma humano [human microbiome]” meant (see Table 10). However, a little under
one-third (30%) gave a response that was more on target. Two respondents (12%) said
something about microbes or germs, but didn’t specifically mention them being inside the
human body, such as “Microbios [microbes]”; another three respondents (18%) gave a correct
response, such as “Microbios en los humanos [microbes inside humans]” or “Algo de lo que
estemos compuestos, a dentro [everything that makes us up, inside].” Another 18% mentioned
small things (“Cosas microscópicas [microscopic things],” while another 18% gave responses
having to do with human beings “Algo del ser human [something about human beings].”
Table 9: Visitors’ Guesses for what “Human Microbiome” Meant (Event and English Onsite,
n=96)
Categories
n
Percent*
Don’t Know/Not Sure
Human Body in General
25
24
26%
25%
Microorganisms, Bacteria, Germs on/in the Body
20
21%
Human Body as a System or an Environment
14
15%
Human Body on a Microscopic Level (i.e., DNA, genes, blood cells)
Mention of the Small Scale
Other
13
10
9
14%
10%
9%
*Multiple responses allowed. Total exceeds 100%. Highlighted rows indicated “correct” answers.
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Table 10: Visitors’ Guesses for what “Human Microbiome” Meant (Spanish Onsite, n=17)
Categories
n
Percent*
No sé [don’t know]
Cosas pequeñas, microscópicas [small, microscopic things]
Microbios, germs [microbes, germs]
Algo del ser humano [something about the human body]
Microorganismos en nuestro cuerpo [microorganisms in our body]
Otro [other}
6
3
2
3
3
1
35%
18%
12%
18%
18%
6%
*Multiple responses allowed. Total exceeds 100%. Highlighted rows indicated “correct” answers.
Respondents interviewed at both the museum and an event were asked to rate their interest in
visiting an exhibition about the human microbiome. A short description of the exhibition was
read to the respondents before they gave their rating (see the Instruments in Appendix 1 for
this text). The rating for the entire sample was a mean of 8.0 (1=“would definitely not go” and
10=“would definitely go,” n=138), indicating a strong interest in the exhibition. There were no
significant differences in rating based on interview location (event or onsite) or language of the
onsite interview (English or Spanish).
English speakers: Respondents both onsite at the museum and at the event were asked to give
their reason for their rating (see Table 11). Of those interviewed in English, nearly 60 percent
(58%) of responses were related to visitors’ interest in the topic of the exhibition with
respondents reporting, “I like bacteria and viruses, things like that,” and “Sounds fascinating! I
would take advantage of it when it's here.” Other responses varied and included indications of
previous background or knowledge in the topic (12%): “I’m a science teacher,” or “I have some
medical background”; depends on the child (10%): “Sounds like an interesting subject, maybe
not for kids though”; and if it were convenient (10%): “Not sure I’d go out of my way for it, but
if I was here I’d definitely go through it.”
Spanish speakers: While being interested was by far the most common response for English
speakers, for Spanish speakers being generally interested (15%) was tied with two other
responses for the most common (see Table 12). First was learning more about ourselves/the
human body, such as “para conocer más sobre el cuerpo [to know more about the body].”
Second was more specific and included knowing what is inside of us, for example “Ver para
estar mas entrado en lo que hay en nosotros [to see what’s inside us].” Other responses
included wanting to simply learn something new, or to learn specifically about the topic of
microbes, for example “Asi me inform más sobre estos microbios [so I’ll be more informed
about these microbes].” Some simply weren’t interested or said they didn’t have the time.
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Table 11: Reason for Rating Interest in Seeing an Exhibition about the Topic (Event and English
Onsite, n=118)
Categories
n
Percent*
Interested in the Topic
Has Previous Background or Knowledge in the Topic
Depends on Child
If It Were Convenient
Would Like to Learn More about the Topic
General Interest in Science or Museums
Not Interested
Other
69
14
12
12
12
11
9
8
58%
12%
10%
10%
10%
9%
8%
7%
*Multiple responses allowed. Total exceeds 100%.
Table 12: Reason for Rating Interest in Seeing an Exhibition about the Topic (Spanish Onsite,
n=20)
Categories
n
Percent*
Parece interesante [seems interesting]
Aprender más sobre nosotros/el cuerpo humano [learn more about ourselves/
the human body]
Lo que tenemos dentro [know what we have inside us]
Para saber algo [to learn something]
Aprender más sobre microbios [learn more about microbes]
No tengo tiempo [don’t have time]
No tengo interés [not interested]
Otro [other]
3
15%
3
15%
3
2
2
2
1
3
15%
10%
10%
10%
5%
15%
*Multiple responses allowed. Total exceeds 100%.
Exhibition Results: Reactions to Topics and Approaches
Respondents who were interviewed onsite reviewed three main areas of topics that will be
covered in the new exhibition. Area 1 was an introduction to microbes living in and on the
human body; Area 2 focused on scientific research and discoveries; and Area 3 included
information on how personal choices and circumstances contribute to the mix of microbes
on/in an individual (see the instrument in Appendix 1 for the full text of the descriptions).
Respondents interviewed in English and Spanish were asked what they were curious about or
what questions they had for each area after reading the description.
English speakers: When considering Area 1, respondents interviewed in English at the museum
had the most questions about the origins and locations of the microbes that are found on and
in the human body with nearly a third (31%) asking about this (see Table 13). Questions in this
category included “what parts of the body are involved?” “where [do] they live?”and “where do
they come from?” Almost equal percentages of respondents to the English interview wanted to
know about helpful and harmful microbes living on the body (27% and 23%, respectively). Many
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respondents wanted to know about both types, as did the museum visitor who wanted to
know, “what good and what harm they’re doing to my body?” or the visitor who asked “why
are some good and others bad?” Other respondents wanted to know more about the function
of the microbes (i.e., “what they do”) or the purpose of the microbes (i.e., “why they exist”),
learn more about what they are and what they look like (definition and appearance), or
expressed a general interest in Area 1.
Spanish speakers: There seemed to be a focus among Spanish speakers on the negative aspects
of microbes, with the two most common response categories being about how to fight them
(31%) and which ones are harmful (21%) (see Table 14). Some people mentioned both of these
topics, such as “Cuales son muy dañinos y como evitarlos [which are harmful and how to avoid
them].” Other combinations included some aspect of the negative as well, including “En que me
afectan esos microbios. Formas de combatirlos [how these microbes affect me. How to combat
them]” and “Que es lo que causa alguna enfermedad. Qué tipo de bacterias son malas [which
ones cause sickness. Which type of bacterias are bad].” However, some didn’t have a negative
aspect, such as wanting to know what they do, for example, “Que beneficios tienen al cuerpo
[what benefits do they have for the body]” and “Cuales viven dentro de mi [which ones live
inside of me].” However, there was a generally more negative response among Spanish
speakers, compared to English speakers.
Table 13: Respondents’ Questions about Area 1, Introduction to Microbes (English Onsite,
n=78)
Categories
Origins and Locations
Helpful Microbes
Harmful Microbes
Purpose and Function
Definition and Appearance (e.g., Pictures, Images)
Applications and Importance
Generally Interested in Learning More
Other
No Questions
N
24
21
18
18
14
13
12
4
15
Percent*
31%
27%
23%
23%
18%
17%
15%
5%
19%
*Multiple responses allowed. Total exceeds 100%.
Table 14: Respondents’ Questions about Area 1, Introduction to Microbes (Spanish Onsite,
n=13)
Categories
N
4
3
2
2
2
Cómo se combate [how to fight them]
Cuales son dañinos [which are harmful]
Qué son las causas [what are the causes]
Qué hacen [what do they do]
Cómo me afectan [how they affect me]
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Percent*
31%
23%
15%
15%
15%
17
Qué benfiicios tienen [what benefits are there]
Otro [other]
No sé [don’t know]
1
2
2
8%
15%
15%
*Multiple responses allowed. Total exceeds 100%.
English speakers: When those interviewed in English were asked what questions they had
related to Area 2, 24% indicated they had no questions about the area (see Table 15). This
could either be because the description used was concrete enough for visitors or a result of
visitors not knowing what questions to ask about this highly scientific area. Those who did have
questions focused on the process of the research being done (26%), which included questions
about what tools scientists are using, the experiments they are doing, or how they do their
research. Other visitors (22%) were interested in the results and discoveries coming out of the
scientists’ work; for example, one visitor indicated he was “more interested in the end result
than the process” of the research and others wanted to know about the “breakthroughs”
scientists are making. Another source of questions for 18% of those interviewed was the
application and importance of the work scientists are doing; these visitors wanted to know
what the benefits of this research are to people, including “if they’re using them for medical
treatments” or “how does it affect the healthcare system and its future.”
Spanish speakers: Only a handful of the Spanish-speaking respondents (n=9) answered the item
about questions for Area 2, but the main themes among those who did centered around how to
prevent or eliminate the harmful microbes or about the technology they used (see Table 16).
Those who mentioned prevention said things like “Como deshacemos de los microbios que
hacen daño. Como prevenir [how do we undo what the harmful microbes have done. How to
prevent them]” or also focused on technology, for example, “Que tan advansado ha llegado la
tecnología para combatir lo malo [how advanced has the technology become to fight the bad
ones]?”
Table 15: Respondents’ Questions about Area 2, Scientific Research and Discoveries (English
Onsite, n=78)
Categories
n
20
17
14
10
8
4
6
19
Process of Research
Results and Discoveries
Applications and Importance
Historical Context
Generally Interested in Learning More
Who Are the Scientists
Other
No Questions
Percent*
26%
22%
18%
13%
10%
5%
8%
24%
*Multiple responses allowed. Total exceeds 100%.
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Table 16: Respondents’ Questions about Area 2, Scientific Research and Discoveries (Spanish
Onsite, n=9)
Categories
Como prevenir, elminarlos [how to prevent or eliminate them]
La tecnologia [technology]
Otro [other]
No sé [don’t know]
n
4
2
2
3
Percent*
44%
22%
22%
33%
*Multiple responses allowed. Total exceeds 100%.
English speakers: Of all three areas onsite respondents were asked to consider, Englishlanguage interviewees had the most questions about Area 3 (see Table 17). Respondents’
picked up on the language used in the description and asked questions about many of the
topics raised by the description. The most asked question related to what an individual can do
with regards to microorganisms living on their body with 30% asking questions in this category.
Many who asked this question were interested in ways to find a healthy balance in their
system, as was one visitor who hoped the exhibition would “help me optimize my health” or
one who wanted to know “the natural way to achieve the right balance.” Other visitors wanted
to know what they could do to “avoid the harmful ones [and] what to do to help the beneficial
ones.” Another topic of interest was the connection between microbes and travel or different
countries (20%); many respondents talked about these two concepts together, linking microbe
variations in different locations with their own personal interest in travel. Another 18% of
visitors wanted to learn more about why this topic is important in general, rather to them
personally. Other areas of interest to visitors included the impacts of diet and food (17%), the
environment (14%), and medications and vaccinations in promoting or holding in check the
microbes (10%).
Spanish speakers: Once again, Spanish speakers did have more of a focus on the negative
aspects of microbes, although this time the difference was not as pronounced as for the first
two areas (see Table 18). Even so, the most common category (29%) was asking about the
impact of bad microbes, for example, “Quisiera saber más sobre microbios dañinos [I would like
to know more about harmful microbes]” and “Que daño haría, el impacto [What harmful
impact would there be]?” However, almost as many people wanted to know about both the
benefits and the harms: “Averiguar que tan dañinos o beneficiosos [To know how harmful or
beneficial]” and “Si las bacterias, o las buenas se pueden producer más [If the bacterias, or the
good ones, can produce more]”
Table 17: Respondents’ Questions about Area 3, Personal Choices and Circumstance (English
Onsite, n=77)
Categories
n
23
15
14
13
What Can I Do?
Travel and Variations between Countries
Why Is It Important?
Diet and Food
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Percent*
30%
20%
18%
17%
19
Environment
11
8
7
4
3
4
Medications and Vaccinations
Generally Interested in Learning More
Genetics and Family Traits
Other
No questions
14%
10%
10%
5%
4%
5%
*Multiple responses allowed. Total exceeds 100%.
Table 18: Respondents’ Questions about Area 3, Personal Choices and Circumstance (Spanish
Onsite, n=14)
Categories
Impacto de microbios malos [impact of bad microbes]
Comparación de los malos/los buenos [Comparison of the bad and good]
Como se afecta la situación [how you can affect the situation]
Otro [other]
No sé [don’t know]
n
4
3
2
3
1
Percent*
29%
21%
14%
21%
7%
*Multiple responses allowed. Total exceeds 100%.
Respondents who were interviewed onsite were asked to consider four different approaches to
the exhibition topic: Zoo in You/El zoológico en ti, Aliens Inside Us/Extraterrestres dentro de
nosotros, Battle of the Microbes/La batalla de los microbios, and Voyage through the
Body/Viaje a través de tucuerpo. Respondents reviewed titles and related descriptions and
were asked 1) to select one or two of the approaches that were appealing and 2) to explain why
they selected that approach (see the instrument in Appendix 1 for the full text of the
descriptions). As seen in Figure 1, the most commonly selected approach overall was Voyage
through the Body/Viaje a través de tucuerpo followed by Aliens Inside Us/Extraterrestres dentro
de nosotros. However, when comparing the selection of approaches by the language in which
the interview was conducted a statistically significant difference appears. Aliens Inside
Us/Extraterrestres dentro de nosotros was selected by 46% of those interviewed in English,
compared to only 15% of those interviewed in Spanish (χ2(1, n=98)=6.45, p<.01).
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Figure 1: Respondents’ Selection of Exhibition Approaches (Onsite, n=98)
60%
53%
50%
50%
46%
40%
33%
35%
30%
30%
20%
15%
20%
10%
0%
Voyage through
the Body
Aliens Inside Us
English
Battle of the
Microbes
Zoo in You
Spanish
English speakers: Onsite respondents interviewed in English had a variety of reasons for their
preference of exhibition approaches, and their reasons were highly related to the exhibition
description they reviewed. Visitors’ reasons for selecting the titles are detailed below and in
Table 19, with highlighting used to call out the top two or three reasons for each approach (see
Appendix 3 for the full text of visitors’ responses to this question).
Spanish speakers: When the Spanish-speaking visitors’ responses were coded for why they
picked the four approaches, responses mostly focused around a specific concept or learning
about the human body or health in general (see Table 20). One of those two reasons was given
for each of the four approaches; for two approaches both were given
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Table 19: Respondents’ Reasons for Preferring an Exhibition Approach (English Onsite)*
Voyage
through the
Body (n=38)
42%
Aliens
Inside Us
(n=34)
12%
Battle of the
Microbes
(n=20)
20%
Zoo in You
(n=22)
A Specific Concept was Appealing
37%
44%
45%
46%
Child-Friendly Approach
3%
21%
20%
--
Personal or Human Applications
8%
12%
30%
5%
Appealing Title
--
18%
--
27%
Research-Focused Approach
--
3%
15%
--
Adult-Focused Approach
8%
--
--
--
Other
18%
6%
15%
--
Categories
Generally Interesting Approach
41%
*Multiple responses allowed. Total exceeds 100%.
Table 20: Respondents’ Reasons for Preferring an Exhibition Approach (Spanish Onsite)*
Aliens
Inside Us
(n=3)
--
Battle of the
Microbes
(n=7)
--
Zoo in You
(n=11)
Lo más interesante [the most interesting]
Voyage
through the
Body (n=4)
--
Un concepto específico [specific concept]
--
33%
43%
27%
Aprender sobre el cuerpo, salud [learn
about the body, health]
50%
33%
43%
18%
Mi familia, hijos tiene interés [my family,
children have an interest]
25%
--
14%
--
Es para los ninos [it’s for kids]
25%
--
--
9%
--
33%
14%
18%
Categories
Other
18%
*Multiple responses allowed. Total exceeds 100%.
Voyage through the Body: Onsite English-language respondents selected this approach for two
main reasons; 42% found the overall approach generally interesting and 37% found a specific
portion of the concept (or description) appealing. For example, some visitors selected this
approach because it “makes more sense to me,”“sounds straight forward,” or it “would be an
interesting approach.” Other visitors specifically called out portions of the concept that caught
their attention, including the voyage or tour approach and describing the body in terms of
different ecosystems. Spanish speakers chose this topic because they thought they could learn a
lot from it; “Por lo que se puede aprender [for what you can learn about]” or “Por lo que trata
[for its topic].” Learning about the human body was also important: “Conocer diferentes formas
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de vida en nosotros [to learn about different forms of life inside us]” and “Porque me gustaría
ver como esta todo por dentro [because I would like to see everything that’s inside].”
Aliens Inside Us: Onsite English-language respondents selected this approach for three reasons;
44% found a specific portion of the concept (or description) appealing, 21% described it as an
approach that would appeal to children, and 18% liked the title specifically. For respondents
who selected this concept because of a specific aspect of the description, many were drawn to
the alien concept. For example, one visitor remarked that he “never gave much thought to the
non-human creatures” on the human body. Others liked that the approach emphasized what is
happening inside our bodies, that there are “things you are not expecting inside you.” Some
visitors also liked that the approach used the idea of a healthy balance of microbes. For visitors
who selected the concept on the basis of its child-friendly nature or its title, the alien-based
approach seemed to be a key factor in their decision. Only three Spanish-speaking visitors
chose this topic, and they each chose it for a different reason: one because they didn’t know
anything about extraterrestrials, it was a new topic; a second so they could find out how to
prevent the animals being inside our bodies; a third because they are interested in the
connection between humans and the microorganisms. They said “Me intesaría saber como
estan conectados los microorganismos, como hacen mucho adentro [I’d be interested in
knowing how the microorganisms are connected, how they do so much inside].” Even though
no participants specifically mentioned this, it is also possible that the term “alien” could have
had a negative impact for the Hispanic/Latino visitors.
Battle of the Microbes: Onsite English-language respondents selected this approach for two
main reasons; 45% found a specific portion of the concept (or description) appealing and 30%
liked that this exhibition focused on personal or human applications of the science. For visitors
who selected this concept because of a specific aspect of the description, many were drawn to
the idea of a struggle to maintain balance in the body; this was described in the text as both a
“battle” and a “turf war.” One visitor liked how this description “indicates the dynamics and the
continual conflict going on.” The nearly one-third of visitors who appreciated this exhibition’s
approach on the personal or human applications were drawn to what they perceived as a focus
on the personal, using phrases like “your own body” or “our health.” For the Spanish-speakers
who chose this approach, it was mostly about learning about the human body or about a
specific fact. For learning about the human body, one said “Por mi salud [about my health]” and
another said “me interesa mas lo de nuestro cuerpo [I’m most interested in the human body].”
For specific facts, one said “Como se desarrollan los microbios en el cuerpo [how microbes
develop inside the human body]” while another said “Como se producen las bacterias buenas
[how the good bacteria develop].”
Zoo in You: Onsite English-language respondents selected this approach for two main reasons;
46% found a specific portion of the concept (or description) appealing and 41% found the
overall approach generally interesting. Of those who selected this approach because of a
specific concept, most were drawn to the zoo theme. “Everyone knows what a zoo is” said one
visitor, and another liked “using animals as a reference point.”A few were drawn to the idea of
the game hunters when considering specific aspects of the approach. It is important to note
that although 27% of visitors reported that they liked the title Zoo in You, this was reflective of
an increase in understanding over the course of the interview. At the beginning of the
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23
interview, the title was not well understood; by the end of the interview visitors thought it was
an interesting title because they now understood its meaning. Only four of the Spanish
speakers chose Zoo in You, and two of them chose it because of an interest in the human body.
One said “Para saber cuales son los más beneficiososo los mas peligrosos [to learn which are
the most beneficial and the most harmful]” while another person said “Porque se me hace
interesante saber que más hay en nuestro cuerpo [because it interests me to know what more
there is inside our bodies].”
Book Club Results
Respondents interviewed at the museum and at an event were asked to rate their interest in
attending a book club on the same theme as the exhibition. The rating for the entire sample
was 4.1 (1=“would definitely not go” and 10=“would definitely go,” n=133), indicating relatively
low interest in the book club. Although more than a third (40%, n=53) of the entire sample had
participated in a book club prior to the interview, prior participation in a book club did not
impact their interest ratings. There were no significant differences in rating or prior
participation in a book club based on interview location (event or onsite) or language of the
onsite interview (English or Spanish).
English speakers: The primary reasons cited by respondents interviewed in English for their
ratings included format or location issues, timing or scheduling issues, and general interest or
lack of interest in book clubs (see Figure 2). Respondents who rated their interest in a book club
high typically commented that 1) they liked book clubs in general or had attended them before,
2) found the format of reading and group discussion appealing, or 3) would participate if they
had the time to read the book and attend the meeting. Respondents who rated their interest in
a book club low typically indicated that 1) they generally were not interested in book clubs, 2)
found the format of book clubs unappealing (e.g., face-to-face interaction, happens at a specific
time and place), or 3) were not likely to participate because of demands on their time and/or
their schedule.
Spanish speakers: More so than the English speakers, Spanish speakers cited time as a barrier
to attending the book clubs. Although the proportion (40%) was not that much larger than
English speakers (at 28%), it was by far the largest determinant for Spanish speakers while
English speakers gave multiple reasons (see Figure 3). One Spanish speaker said “Es para gente
que tiene much tiempo [it’s for people who have a lot of time].” However, some were
interested in the format, saying “Me gustaría conocer y saber más [I’d like to learn more]” and
“Porque me interesa conocer [because I like to know things].”
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Figure 2: Respondents’ Reasons for Their Interest Rating of the Book Club (Event
and English Onsite, n=100)
50%
40%
27%
28%
29%
30%
19%
20%
10%
7%
6%
0%
Figure 3: Respondents’ Reasons for Their Interest Rating of the Book Club (Spanish
Onsite, n=20)
50%
40%
40%
30%
20%
15%
15%
10%
10%
10%
5%
5%
0%
Tiempo
[time]
Depende
Tengo No interés Para ninos
en el tema interés [I'm
[no
[for kids]
[depends interested] interest]
on topic]
Fecha
[date]
Si puedo [if
I can]
Otro
[other]
Child-dependent issues with regards to book club interest were significantly different between
the event and onsite English-language interviews, with 10% of museum visitors reporting this
was an issue for them versus no one interviewed at the event (X2(1, n=100)=4.08, p<.05). This
makes sense given that the majority of onsite visitors had young children with them, and that
those attending the event were not prevented from attending evening events by child-care
needs. There were no additional differences between the responses of onsite English-language
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interviews as compared to event interviews for this question. For Spanish speakers, the child
issue was something that came up as well.
Attendees who participated in the event interviews were asked additional questions about the
book club, including format, location, and timing. When given the choice between an online or
traditional (i.e., in person) book club, 50% (n=17) of those asked preferred the online format
and 50% (n=17) preferred the traditional format. There were no differences in this response
with relation to book club interest ratings.
• Of those who preferred the online option, the vast majority (94%, n=16) would rather
participate in an ongoing, blog-style discussion as opposed to a discussion at a specific
time.
• Those who preferred the traditional book club format were evenly split on where they
would like to book club to be held; seven respondents would be willing to meet at OMSI,
another seven would like to meet elsewhere (the main library and a restaurant were
suggested), and one respondent was willing to meet either at OMSI or elsewhere.
Science Café Results
Respondents interviewed at the museum and at an event were asked to rate their interest in
attending a science café on the same theme as the exhibition. The rating for the entire sample
was a mean of 5.9 (1=“would definitely not go” and 10=“would definitely go,”n=133), indicating
a modest interest in the science café. A third (33%, n=43) of the entire sample had participated
in a science café-style event prior to the interview.
• There were significant differences in ratings based on where the interview was
conducted; respondents interviewed at the event had a mean rating of 8.4 compared to
a mean of 4.8 for those interviewed at the museum (Mann-Whitney U=577.50,
n=133,p<.01). This finding is consistent with the fact that those interviewed at the event
were already predisposed to attend a science café-style event.
• There were significant differences in ratings based on whether the respondent had
previously attended a science café-style event; respondents who had been to a similar
event had a mean interest rating of 7.4 compared to a mean of 5.2 for those who had
not been to a science cafe(Mann-Whitney U=1113.00, n=132, p<01).
• There were significant differences in prior attendance at a science café between those
who were interviewed at the event versus at the museum; 60% of event attendees
indicated they had been to a science café-type event compared to 21% of museum
visitors (X2(1, n=132)=19.65,p<.01).
• There were no differences in interest rating or prior attendance at a science café based
on the language in which the onsite interview was conducted (English or Spanish).
The primary reasons cited by English-speaking respondents for their ratings included format or
location issues and general interest or lack of interest in an event like a science café (see Figure
4). Respondents who rated their interest in a science café high typically commented that 1)
they liked science café-like events in general or had attended them before or 2) found the
format of an expert lecture and discussion appealing. Respondents who rated their interest in a
science café low typically indicated that 1) they generally were not interested in a science cafélike event or 2) they found the format of science cafés unappealing (e.g., presentation based,
© OMSI April 2011
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happens at a specific time and place). Again, for the Spanish-speaking respondents, time
seemed to be the most important factor, at more than one-third of participants (37%) (see
Figure 5). For many of those interviewed, they said the reasons were exactly the same as for
the book club questions. However, two respondents said they weren’t sure about the format:
“No le gusta salir a café [I don’t like to go to cafés]” and “No creo que me gustaria la gente que
va [I’m not sure I’d like the people that went]”—what they meant by the last response is
uncertain.
Figure 4: Respondents’ Reasons for Their Interest Rating of the Science Café (Event
and English Onsite, n=97)
50%
43%
40%
31%
30%
20%
20%
18%
10%
3%
3%
0%
Figure 5: Respondents’ Reasons for Their Interest Rating of the Science Café
(Spanish Onsite, n=19)
50%
40%
37%
30%
21%
20%
11%
10%
11%
5%
5%
5%
5%
Fecha
[date]
Si puedo [if
I can]
0%
Tiempo
[time]
Depende
No me
Tengo Para ninos
en el tema gusta el interés [I'm [for kids]
[depends formato interested]
on topic] [don't like
format]
Otro
[other]
Attendees who participated in the event interviews were asked additional questions about the
science pub format, namely the addition of hands-on activities. When given the choice between
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a presentation-only format or a format including both presentation and hands-on activities,
33% (n=13) of those asked preferred the presentation-only format and 67% (n=26) preferred
the addition of hands-on activities. Those who preferred a presentation with hands-on activities
were asked in what type of activities they would like to participate.
•
•
About half of the respondents who preferred activities (42%, n=11) indicated specific
activities in which they would like to participate. Four participants suggested trivia or
puzzles, three wanted to use real tools like microscopes, two were interested in simple
experiments, and another two suggested passing around props or materials to look at.
Half of respondents who wanted the pub to include activities (50%, n=13) simply
indicated that hands-on in general are a good idea, although some respondents
included caveats. These caveats included ensuring there was still enough time allotted
for the presentations, having hands-on that were age appropriate (e.g., for adults), and
hands-on that were topical to the presentation. (See Appendix 3 for the full text of
participants’ responses.)
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Conclusions and Recommendations
In looking at the findings, there are a number of conclusions that can be drawn from the study,
and based on these conclusions there are some recommendations the project team can
consider as they move forward.
Main conclusions
1. Respondents were not very familiar with either the concept or the term “human
microbiome.” Very few people had heard of the term “human microbiome” and this
went across types of visitors and backgrounds. When asked to guess some respondents
were able to guess that it was about microorganisms, however it seemed more like
guessing than actually knowing what the human microbiome was.
2. The term “Zoo in You” did not convey a clear message. When asked specifically about
what they’d expect to see in an exhibition with that title, people were just as likely to
mention “animals” as they were something related to the human microbiome.
Additionally, when given four design approaches to choose from, the one with the title
Zoo in You was the least popular, though not by that much.
3. People were curious about the personal connection, how microbiomes affected them.
In many different items, the questions they had or what they were most interested in
had to do with the personal aspect of the human microbiome. Mostly, they wanted to
know about their own human microbiome, how microbes enter the body, and how what
they do affects the microbiome.
4. Some design approaches were favored by respondents more than others. In particular
the idea of a “voyage” was appealing, and was chosen by the largest number of
respondents. “Aliens” was almost as popular among English speakers, but was very low
among Spanish speakers.
5. While all audiences were interested in the negative effect of microbes, Spanishspeaking participants seemed a bit more focused on this. There were a lot of questions
and comments about what the “bad” microbes were and how to get rid of them, which
is not surprising. While some Spanish speakers focused on both the positive and
negative effects, there was a tendency to focus on the negative.
6. Interest in a book club and science café was moderate. There seemed to be some
interest in the idea of a book club and science café, but the interest was not
overwhelming. Time was perceived to be the biggest barrier, especially among Spanishspeaking respondents, although quite a few mentioned that they would be more
interested if it were the right book or topic.
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Recommendations
Based on the above conclusions, the following recommendations are offered to the project
team to consider as they further design and develop the Zoo in You exhibition and activities.
1. Provide basic information about the human microbiome and an introduction to the
topic. Given that so few people had ever heard of the term “human microbiome” and
that those who guessed were usually only partly correct, there will be a need for visitors
to get basic information about what the human microbiome is.
2. Consider using a different title than Zoo in You. The title was not that attractive to
respondents and also led to confusion as to what an exhibition with this title would be
about. Given that the target audience is for groups with children, if there was the
expectation of seeing live animals and that was not met, this could cause problems.
3. Use the personal connection that respondents were curious about as a hook. People
were curious about the basic characteristics of the human microbiomes (e.g., where do
microbes come from, how do they enter the body) but there was also a sense that
people were curious about their own microbiome. Travel was one specific topic that
multiple people brought up, and what people could do to specifically affect the
microbiome was of interest.
4. Directly address the balance between harmful and healthful microbes. There was a
tendency, especially among Spanish speakers, to focus on the harmful microbes and to
ask how to get rid of them. It will be important to emphasize the positive effects of
microbes, and communicating a message of balance was something that respondents
mentioned.
5. Book clubs and science cafés may need to be marketed and tailored to individual
interests. The general idea of book clubs and science cafés were only of moderate
interest to respondents, and while a separate activity can often be harder to get people
to do, there may be ways to modify the book clubs to make them more appealing. An
online book club could be tested, and science cafés that had hands-on activities were
more appealing.
© OMSI April 2011
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Appendices
Appendix 1
Onsite Instrument
OMSI: Zoo in You Front-end Study
Exhibition Interviews - ENGLISH
Introduction
Hello, my name is ____ and OMSI is trying to get some feedback about a new exhibition we’re planning.
Do you have five minutes to help us out by telling us what you think of our plans? It will really help us
out.
1. Our title for the exhibition is “Zoo in You” – what do you think you would expect to see in an exhibit
with this title? Anything else?
2. The exhibit is actually going to be about the “human microbiome.” Have you ever heard this term?
Yes
No
2a. If YES—What have you heard about it?
2b. If NO—Any guess as to what it is or what it’s about?
3. The Zoo in You exhibit is going to be about the human microbiome, which we want to explain a bit
more.
“Roughly 100 trillion cells inside your body are not human. Most of the trillions of microbes inside
you are healthy or at least harmless; others may hurt you. New research is discovering that the
landscape of microbes within our bodies is more complex, diverse, and interconnected than anyone
had previously suspected, and that the mix of microbes in each person is unique and continuously
changing.”
How would you rate your interest in seeing an exhibit about this topic? Please use a scale from 1 to 10,
where 1 is “would definitely not go” and 10 is “would definitely go” how likely would you be to visit the
exhibit? _____
3a. Why did you pick that number?
4. The exhibit is going to cover three main areas or topics. For each of the three areas could you tell us
what you are most curious about, or what kinds of questions the exhibit can answer for you about
this topic?
Area #1: Explore the multitude of microbes that live in and on your body. Discover where they
live, what they do, and why they are an important and unique part of you.What questions would
you want this area of the exhibit to answer for you?
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Area #2: Scientists using new tools and techniques are discovering a much greater diversity
and complexity of microbes inside our bodies. Learn about the breakthroughs that led to these
new discoveries and the new understanding of the human body that is emerging as a result.
What questions would you want this area of the exhibit to answer for you?
Area #3: Our choices (like diet, medications, travel, etc.) and circumstances (environment,
family, etc.) affect the ever-changing mix of microbes inside our bodies. This shifting balance of
beneficial, neutral, or harmful microbes has a direct impact on our health. What questions
would you want this area of the exhibit to answer for you?
5. We are also considering a number of different approaches for how the exhibit is going to look, and
how it looks depends on the themes, or perspective we use. We’d like you to read some of the themes
we’re considering. Are there one or two approaches that jump out at you, or most appeal to you?
A) Zoo in You
It’s a zoo in there! Inside your body, trillions of microbes are milling about and making a comfortable
living. Scientists have taken on the role of very small game hunters to seek out the most exotic and
elusive residents inside your zoo and to learn how this complex and interconnected mix of microbes
impacts your health.
B) Aliens Inside Us
Did you know your body has been colonized by trillions of non-human microscopic creatures? These
invaders have done such a good job fitting in and even helping out, that we hardly ever notice
them—unless something disrupts our healthy balance of microbes. New research is taking a closer
look at the aliens inside us and discovering deeper and more surprising interconnections between us
and them.
C) Battle of the Microbes
There’s a turf war going on inside your body that you may not have noticed. Trillions of microbes are
engaged in expanding into new territory or holding their ground. Meet the multitude of microscopic
troops on the ground, learn about the latest research findings, and find out how the outcomes
support or undermine your health.
D) Voyage Through the Body
Take a guided tour of your body to explore the variety of ecosystems and the incredible diversity of
life forms inside you. Explore the life of microscopic landscapes from the “desert” of your skin to the
“swamp” inside your stomach. Trillions of microbes make their homes inside your body and have an
on-going and ever-changing impact on your health.
5a. _____ (write letter) Why did you pick that one?
5b. _____ (write letter) Why did you pick that one?
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6. In addition to the Zoo in You exhibit, there will also be a book club and a science café. The book club
involves assigning a popular book on a science topic for members of the club to read, and then discuss
the book with a small group of fellow readers. The Science Café involves informal lectures and Q&As
presented by experts in a specific science topic that’s held in a restaurant or bar. Using the same scale
from 1 to 10, how likely would you be to…
6a. go to a book club about microbiomes, or a related topic:______ Why did you say that?
[If say they don’t live here] If it were near you, what would the rating be: ______
6b. go to a science café about microbiomes, or a related topic. ______ Why did you say that?
[If say they don’t live here] If it were near you, what would the rating be: ______
7. Have you ever participated in a book club?
Yes
8. Have you ever been to something like a science café?
No
Yes
No
9. Including yourself, how many adults, teens and children are in your group today?
Adults (18+): ________ Teens (13-17): _________ Children (0-12): _________
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VISITOR SURVEY
Now we’d like to ask a few questions about you and the group you’re visiting with today. These
questions are important in that they help us make sure we are representing many different groups in
our questions. Please fill this out and return it to me when you are done. Thank you.
1. What is your gender? □ Male □ Female
2. What is your age?
□ 18-24
□ 25-34
□ 35-44
□ 45-54
□ 55-64
□ 65 and older
3.
What is your zip code? ________________
4. What is the highest level of education you have attained?
□
□
□
□
□
□
Some high school
High school diploma
Some college
Associate’s degree
Bachelor’s degree
Master’s or higher
5. Which of the following represents your annual household income?
□
□
□
□
□
□
□
Under $10,000
$10,000 to $24,999
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 or more
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6. What is your ethnicity? (Check one)
□ Hispanic □ Not Hispanic □ Not Sure
6a. If Hispanic, which of the following cultural background(s) do you most identify with?
□ Mexican
□ Puerto Rican
□ Cuban
□ Salvadoran
□ Dominican
□ Guatemala
□ Colombian
□ Honduran
□ Ecuadoran
□ Peruvian
□ Other: _____________________
7. What is your race? (check as many as apply)
□ White (includes Hispanic)
□ Black or African American
□ American Indian or Alaskan Native
□ Asian
□ Native Hawaiian or Other Pacific Islander
□ Not sure
8. The exhibition is also going to be in both Spanish and English. Do you speak Spanish?
No
Yes
8a. If YES, What language do you usually speak at home?
Only Spanish
English
More Spanish than English
Both equally
More English than Spanish
Only
More English than Spanish
Only
8b. If YES, do you prefer museum exhibits to be in…
Only Spanish
English
More Spanish than English
9. Is this your first visit to OMSI?
10. Are you a member of OMSI?
Yes
Yes
Both equally
No
No
Thank you very much for your time today!
© OMSI April 2011
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OMSI: Zoo in You Front-end Study
Exhibition Interviews - SPANISH
Introduction
Buenos días, mi nombre es_________. OMSI está preparando una nueva exhibición y estamos
recopilando información que nos va ayudar muchísimo en este proceso. ¿Nos pudiera regalar cinco
minutos para darnos su opinión acerca del proyecto?
1. El titulo de la exhibición es “El zoológico en ti”. ¿Qué cree que encontrará en una exhibición con este
título? ¿Alguna otra cosa?
2. La exhibición será acerca del “microbioma humano.” ¿Ha escuchado ese término anteriormente?
Si
No
2a. SI – ¿Qué ha escuchado?
2b. NO – ¿Tiene idea de qué se puede tratar?
3. A través de la exhibición “El zoológico en ti”, que se enfoca en el microbioma humano, queremos
explicar de qué se trata este tema.
“Billones de las células que viven dentro de ti no son humanas. Una gran cantidad de los billones
de microbios que están en tu cuerpo son saludables, o por lo menos inofensivos. Sin embargo,
otros pueden ser dañinos. Nuevas investigaciones han descubierto que el panorama de microbios
en nuestro sistema es más complejo, diverso e interconectado de lo que se había sospechado, y la
variedad de microbios en cada persona es única y cambia constantemente.”
¿Cuánto le interesa visitar una exhibición sobre este tema? Por favor use la escala del 1 a 10, donde
1 es “definitivamente no iría” y el 10 es “definitivamente iría”, ¿qué tan probable es que visite la
exhibición?_________
3a. ¿Por qué?
4. La exhibición consiste de tres áreas o temas principales. Le voy a describir estas tres áreas. Después
me puede decir cuál le causa mayor curiosidad o qué preguntas le gustaría que este tema le conteste.
En el área 1 seexplora la multitud de microbios que viven dentro y fuera de tu cuerpo.
Descubrirá donde viven, que hacen, y porque son una parte importante y única de ti. ¿Qué
preguntas le gustaría que este tema le conteste?
En el área 2 aprenderá como a través de nuevas herramientas y tecnologías los científicos
están descubriendo una gran diversidad de microbios dentro de nuestros cuerpos. Aprenderá
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acerca de los estudios que llevaron a estos nuevos resultados, y el nuevo entendimiento del
cuerpo humano a raíz de estos estudios. ¿Qué preguntas le gustaría que este tema le conteste?
En el área 3aprenderá como nuestras decisiones personales (dietas, medicamentos, viajes,
etc.) y las circunstancias (medio ambiente, familia, etc.) afectan la constante mezcla de
microbios que existe en nuestro cuerpo. El cambio en el equilibrio de estos beneficiosos,
neutrales o dañinos microbios tiene un impacto directo en nuestra salud. ¿Qué preguntas le
gustaría que este tema le conteste?
5. También estamos considerando diferentes opciones en el diseño y elementos visuales de esta
exhibición, y el diseño y elementos visuales dependen de los temas o perspectiva que usemos. Nos
gustaría que lea algunas descripciones de los temas que estamos explorando. ¿Hay una o dos de las
opciones que le guste más?
A) El zoológico en ti
¡Hay un zoológico dentro de tu cuerpo! Billones de microbios se arremolinan y viven cómodamente. Los
investigadores han asumido el rol de diminutos cazadores para buscar los más exóticos y escurridizos
residentes dentro de tu zoológico y aprender como esta compleja e interconectada mezcla de microbios
impacta nuestras vidas.
B) Extraterrestres dentro de nosotros
¿Sabías que tu cuerpo ha sido colonizado por billones de criaturas microscópicas que no son humanas?
Estos invasores han hecho tan buen trabajo adaptándose e integrándose a nuestros cuerpos que rara
vez notamos su presencia, a menos que algo altere el equilibrio saludable de estos microbios. Nuevas
investigaciones están observando estos invasores de cerca, descubriendo así profundas y sorprendentes
interconexiones entre nosotros y ellos.
C) La batalla de los microbios
Dentro de tu cuerpo los microbios libran una guerra constante por conquistar territorio para sus
colonias. Billones de microbios se dedican a tomar nuevos territorios y a mantener los que ya dominan.
Conoce la multitud de tropas microscópicas que libran estas batallas. Aprende sobre las últimas
investigaciones y descubre como estos resultados benefician o debilitan tu salud.
D) Viaje a través de tu cuerpo
Haz un viaje a través de tu cuerpo para conocer las diferentes formas de vida y los ecosistemas que
existen dentro de ti. Explora la vida de paisajes microscópicos desde el “desierto de tu piel” hasta los
“pantanos” dentro de tu estómago. Billones de microbios hacen de tu cuerpo su casa y tienen un
impacto instantáneo y constante en tu salud.
5a_____(write letter) ¿Por qué escogió esta opción?
5b_____(write letter) ¿Por qué escogió esta opción?
6. Además de la exhibición “El zoológico en ti”, tendremos un club de lectores y un “café de la ciencia.”
En el club de lectores se propone un libro de tema científico y los miembros del club lo leen y discuten
en grupo. “El café de la ciencia” son platicas científicas informales presentadas por expertos, seguidas de
© OMSI April 2011
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una sesión de preguntas y respuestas. Este evento se llevará a cabo en un restaurante o bar. Utilizando
la misma escala del 1 a 10, que tan probable es que usted…
6a. participe en un club de lectores acerca de los microbiomas u otro tema relacionado.______
¿Por qué?
[If say they don’t live here] Si esta actividad se llevara a cabo cerca de tu casa, que
puntuación le darías: ______
6b. participe en un café de la ciencia acerca de los microbiomas u otro tema relacionado.
_______ ¿Por qué?
[If say they don’t live here] Si esta actividad se llevara a cabo cerca de tu casa, que
puntuación le darías: ______
7. ¿Alguna vez ha participado en un club de lectores?
Si
No
8. ¿Alguna vez ha asistido a un evento parecido a “el café de la ciencia”?
Si
No
9. Incluyéndolo a usted, ¿cuántos adultos, adolescentes y niños hay hoy en su grupo?
Adultos (18+):________ Adolescentes (13-17):_________ Niños (0-12):_________
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CUESTIONARIO
Ahora queremos hacerle unas preguntas acerca de usted y el grupo con el que está visitando OMSI el
día de hoy. Estas preguntas son importantes porque nos ayudan a saber si estamos representando a
diversos grupos en nuestras preguntas. Por favor complete la siguiente sección y devuelva el formulario
cuando termine.
1. Sexo □ Masculino□ Femenino
2. ¿Qué edad tiene?
□ 18-24
□ 25-34
□ 35-44
□ 45-54
□ 55-64
□ 65 ó más
3. ¿Cuál es su código postal? ________________
4. ¿Cuál es el nivel de educación más alto que ha obtenido?
□
□
□
□
□
□
Algo de secundaria
Diploma de secundaria
Algo de colegio/universidad
Associate’s degree
Bachelor’s degree
Master’s or higher
5. ¿Cuál de las siguientes categorías representa los ingresos anuales de su hogar?
□
□
□
□
□
□
□
Menos de $10,000
$10,000 a $24,999
$25,000 a $49,999
$50,000 a $74,999
$75,000 a $99,999
$100,000 a $149,999
$150,000 o más
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6. ¿A qué grupo étnico pertenece? (seleccione una)
□ Hispano/a □ No Hispano/a □ No estoy seguro/a
6a. Si es Hispano/a, ¿con qué origen cultural se identifica más?
□ Mexicano
□ Puertorriqueño
□ Cubano
□ Salvadoreño
□ Dominicano
□ Guatemalteco
□ Colombiano
□ Hondureño
□ Ecuatoriano
□ Peruano
□ Otro:______________________
7. ¿Cuál es su raza? (seleccione los que apliquen)
□ Blanca (incluye hispana)
□ Negra o Afro Americana
□ Indio-americano o Nativo de Alaska
□ Asiático
□ Nativo de Hawái u otra islas del pacifico
□ No estoy seguro/a
8. La exhibición va a desarrollarse en español e inglés. ¿Usted habla español?
Si
No
8a. Si habla español, ¿qué idioma habla generalmente en casa?
Nada mas Español
más ingles
Más español que inglés
Los dos por igual
Más inglés que español
Nada
8b.Si habla Español, usted prefiere que las exhibiciones en los museos sean….
solo en español
solo en inglés
Más español que inglés
9. ¿Esta es su primera visita a OMSI?
10. ¿Es usted miembro de OMSI?
Si
Si
Los dos iguales
Más inglés que español
No
No
¡Muchas gracias por su tiempo!
© OMSI April 2011
Zoo in You Front-End
40
Appendix 2
Event Instrument
OMSI: Zoo in You Front-end Study
Event Interviews - ENGLISH
Introduction
Hello, my name is ____ and OMSI is trying to get some feedback about a new exhibition we’re planning.
Do you have five minutes to help us out by telling us what you think of our plans? It will really help us
out.
1. Our title for the exhibition is “Zoo in You” – what do you think you would expect to see in an exhibit
with this title? Anything else?
2. The exhibit is actually going to be about the “human microbiome.” Have you ever heard this term?
Yes
No
2a. If YES—What have you heard about it?
2b. If NO—Any guess as to what it is or what it’s about?
3. The Zoo in You exhibit is going to be about the human microbiome, which we want to explain a bit
more.
“Roughly 100 trillion cells inside your body are not human. Most of the trillions of microbes inside
you are healthy or at least harmless; others may hurt you. New research is discovering that the
landscape of microbes within our bodies is more complex, diverse, and interconnected than anyone
had previously suspected, and that the mix of microbes in each person is unique and continuously
changing.”
How would you rate your interest in seeing an exhibit about this topic? Please use a scale from 1 to 10,
where 1 is “would definitely not go” and 10 is “would definitely go” how likely would you be to visit the
exhibit? _____
3a. Why did you pick that number?
4. In addition to the Zoo in You exhibit, there will also be a book club that involves assigning a popular
book on a science topic for members of the club to read, and then discuss the book with a small
group of fellow readers. Using the same scale from 1 to 10, how likely would you be to go to a
book club about microbiomes, or a related topic. ______ Why did you say that?
[If say they don’t live here] If it were near where you lived, what would the rating be: ______
© OMSI April 2011
Zoo in You Front-End
41
4a. We are thinking about some different formats for the book club. Do you think you’d be more
interested in a traditional book club, where you meet in person every month or so, or an online
book club where you’d correspond via the internet?
Traditional book club
Online book club
4b. If traditional book club, do you think you’d want to meet at OMSI, or at a different location
such as a café, library or restaurant?
OMSI
Other location
4c. If online book club, do you think you’d like to have the book club be at a specific time, or
have it as an ongoing discussion like a blog?
specific time
ongoing discussion
5. The Science Café involves informal lectures and Q&As presented by experts in a specific science topic
that’s held in a restaurant or bar. How likely would you be to go to a science café about microbiomes,
or a related topic. ______ Why did you say that?
[If say they don’t live here] If it were near where you lived, what would the rating be: ______
5a. We are also thinking about some different formats for the science pubs. Currently, in addition
to the food and drink there are presentations where one or two presenters talk about the topic of
the evening. Do you think you’d prefer this presentation only format, or should we also add
hands-on activities you can participate in?
Presentation only
Presentation + hands-on activities
5b. If activities, what kind of activities would you like to be able to participate in?
6. Have you ever participated in a book club?
Yes
7. Have you ever been to something like a science café?
No
Yes
No
8. Including yourself, how many adults, teens and children are in your group today?
Adults (18+): ________ Teens (13-17): _________ Children (0-12): _________
[The same two-page demographic sheet that was used in the onsite interviews was used in the event
interviews. Please see Appendix 1 for the English language demographic sheet].
© OMSI April 2011
Zoo in You Front-End
42
OMSI: Zoo in You Front-end Study
Event Interviews - SPANISH
Introducción
Buenos días, mi nombre es_________. OMSI está preparando una nueva exhibición y estamos
recopilando información que nos va ayudar muchísimo en este proceso. ¿Nos pudiera regalar cinco
minutos para darnos su opinión acerca del proyecto?
4. El titulo de la exhibición es “El zoológico en ti”. ¿Qué cree que encontrará en una exhibición con este
título? ¿Alguna otra cosa?
5. La exhibición será acerca del “microbioma humano.” ¿Ha escuchado ese término anteriormente?
Si
No
2a. SI – ¿Qué ha escuchado?
2b. NO – ¿Tiene idea de qué se puede tratar?
6. A través de la exhibición “El zoológico en ti”, que se enfoca en el microbioma humano, queremos
explicar de qué se trata este tema.
“Billones de las células que viven dentro de ti no son humanas. Una gran cantidad de los billones
de microbios que están en tu cuerpo son saludables, o por lo menos inofensivos. Sin embargo,
otros pueden ser dañinos. Nuevas investigaciones han descubierto que el panorama de microbios
en nuestro sistema es más complejo, diverso e interconectado de lo que se había sospechado, y la
variedad de microbios en cada persona es única y cambia constantemente.”
¿Cuánto le interesa visitar una exhibición sobre este tema? Por favor use la escala del 1 a 10, donde
1 es “definitivamente no iría” y el 10 es “definitivamente iría”, ¿qué tan probable es que visite la
exhibición?_________
3a. ¿Por qué?
© OMSI April 2011
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4. Además de la exhibición “El zoológico en ti”, tendremos un club de lectores. En el club de lectores se
propone un libro de tema científico y los miembros del club lo leen y discuten en grupo. Utilizando la
misma escala del 1 a 10, que tan probable es que usted participe en un club de lectores acerca de los
microbiomas u otro tema relacionado______ ¿Por qué?
¿Si esta actividad se llevara a cabo cerca de su casa, que puntuación le daría?: ______
4a. Estamos pensando en varios formatos diferentes para el club de lectores. ¿Piensa usted que le
interesaría un club de lectores tradicional donde se juntan en persona más o menos cada mes, o un
club de lectores por internet donde se corresponde con computadora?
Club de lectores tradicional
Club de lectores por internet
4b. Si le interesa un club de lectores tradicional, ¿quisiera reunirse en OMSI, o en un local
diferente como un café, la biblioteca o un restaurante?
OMSI
Otro sitio
4c. Si le interesa un club de lectores por internet, piensa usted que le gustaría tener un horario
fijo o tener la discusión continuamente como un blog?
horario fijo
discusión continua
5. “El café de la ciencia” son platicas científicas informales presentadas por expertos, seguidas de una
sesión de preguntas y respuestas. Este evento se llevará a cabo en un restaurante o bar. Utilizando la
misma escala del 1 a 10, que tan probable es que usted participe en un café de la ciencia acerca de los
microbiomas u otro tema relacionado. _______ ¿Por qué?
¿Si esta actividad se llevara a cabo cerca de su casa, que puntuación le daría?: ______
5a. También estamos pensando en varios formatos para los café de la ciencia. Además de comida
y refrescos se hacen presentaciones donde uno o dos expertos discuten el tema del día. ¿Piensa
usted que preferiría este formato o le agregamos actividades interactivas para que pueda
participar?
Solo la presentación
Presentación + actividades interactivas
5b. Si actividades interactivas, ¿en qué clase de actividades quisiera usted participar?
6. ¿Alguna vez ha participado en un club de lectores?
Si
No
8. ¿Alguna vez ha asistido a un evento parecido a “el café de la ciencia”?
Si
No
9. Incluyéndolo a usted, ¿cuántos adultos, adolescentes y niños hay hoy en su grupo?
Adultos (18+):________ Adolescentes (13-17):_________ Niños (0-12):_________
[The same two-page demographic sheet that was used in the onsite interviews was used in
the event interviews. Please see Appendix 1 for the Spanish language demographic sheet].
© OMSI April 2011
Zoo in You Front-End
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Appendix 3
Full Text of Visitors’ Responses, Q5
Below are the full text responses for the Onsite Interview Question 5, visitors’ reasons for preferring an
exhibition approach.
A) Zoo in You
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The game hunters, broader approach
I like the idea of a zoo
Seems friendlier, discovering
The others sound like they’re not really about the subject described
To look at it, to understand there are more than one type, the diversity emphasized
Seems a good intro for the topic/subject
Using animals as a reference
I like the idea of game hunters
Would be curious to find out what an exhibit called Zoo in You is about
Focuses on the diversity
Now that I know what Zoo in You means, it sounds attractive
Zoo makes me think of different environments and layers of habitats/species
Everyone knows what a zoo is, voyage of themes have been used too often
Like the descriptions, more enticing
The hunt sounds interesting
I like the rhythm of it, it’s catchier, the sentences. Makes it more personal
Aliens make them all seem harmful
After knowing what it means, I like that approach
The opening line
The name, more attracting
Not what it sounds like, unexpected
Sounds more inclusive
For children, really relatable to kids
En mi familia tenemos interes por ese tema [in my family we have an interest in this
topic]
Porque se me hace interesante saber que mas hay en nuestro cuerpo [because I’m
interested in finding out more about what’s in our bodies]
Para saber cuales son los mas beneficios o los mas peligrosas [to know which are the
beneficial ones and which are the dangerous ones]
B) Aliens Inside Us
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Sounds like it covers a lot and explains it well
Kids would like it
How we don’t know about them until something goes wrong. I can relate to that. The
new research
Aliens, but aliens implies bad
Like to know what’s inside my body, what’s good and what’s harmful
A family theme
All good, aliens are always interesting
Sounds more interesting. Guided tour sounds boring, I don't like those.
Aliens, idea of the unknown
© OMSI April 2011
Zoo in You Front-End
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Draws my attention
I like to know what’s going on in my body
What is most interesting to my kids
Aliens are usually separate and distant, but this brings them inside
How they hide out, can be benign and then harmful
Fun way to look at it
Most informative, attractive. [Voyage sounds boring. Battle sounds scary. Zoo doesn’t
make sense]
It’s catchy, would grab you
Makes it more personal. [Voyage has been done, Battle doesn’t make it personal
The co-evolution of microbes in us
Attractive to kids, emphasizes that there are foreign things inside us
Want to know how these invaders got into our bodies
Like the part about adaptation, evolution of organisms
Seems to get at the topic better. Classify ones that can only live in or on us. Those that
can live independently. Diseases that jump species would be interesting [Turf war turns
me off, Voyage implies looking at organs, or circulatory system]
For children’s point of view
Sounds different, would want to know what it means
Like the wording of B most, how you don’t know what they are until they disrupt your
health
Jumps out to me, because we have “aliens”
Things you are not expecting inside you
The name, more attracting
It helps to be informed about microbes. Takes something boring and makes it connect
to yourself
Because it’s a cool title. But wanted the science fiction
Never gave much thought to non-human creatures
I like the idea of seeing micros on different planets
Gets my attention more than others, sounds bizarre
Have an 8-year-old, might be appealing to him, sounds entertaining
Aliens inside you sounds appealing to kids
Me intesaria saber como estan conectados los microorganismos, como hacen mucho
adentro [I would like to know how the microorganisms are connected, how they do so
much inside]
Para experimenta como esta estos animales en nuestro cuerpo y comenzar a preverirse
[to experiment with how these animals are in our body and begin to prevent them]
Nunca he visto algo de se trate de extraterrestres. Los otros ya he visto en otras
exhibiciones y programas (TV) [I‘ve never seen anything that has to do with
extraterrestrials. The others I have seen in other exhibitions and TV programs]
C) Battle of the Microbes
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•
That’s how I see it already
More exciting, good versus bad
Finding out about the outcomes
Same as above: How we don’t know about them until something goes wrong. I can
relate to that. The new research
© OMSI April 2011
Zoo in You Front-End
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How they support or undermine our health
I like the idea of a battle over your own body
The world inside us, how the balances work
Pre-teens preference
The latest research and how it affects health
Latest research findings and their impact on knowledge about the body
Kids I work with would like it. Might be more politically incorrect
About how they colonized in the body, what they are
About how there is a war in our bodies, how they get in
Because it indicates the dynamics and continual conflict going on
Relevant to use of antibiotics, and to terrorism fears
Attractive to my kids
Gets to the point
The opening line
Sounds like a “battle”—kids would love it
More exciting when there is action
Me gustaria saber y sobre la guerra de estos microbios y como perjudica al cuerpo [I
would like to know about the war of those microbes and how it damages the body]
Por mi salud[for my health]
A la nina le estamos explicando porque se tiene que comer bien [we’re explaining to the
girl how we need to eat well]
Como se desarrolan los microbios en el cuerpo [how the microbes develop inside the
body]
Aprender de las ultimas investigaciones (see last sentence) [to learn about the latest
research]
Quiero saber sobre los microbios [I want to know about microbes]
Me interesa mas lo de nuestro cuerpo. Como se producen las bacterias buenas [I’m
interested in the human body. How the good bacteria develop]
D) Voyage through the Body
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Reminds me about nursing school
I like the words, very descriptive terms
A little more interesting, less scientific
Variety of ecosystems, diversity of life
Fascinating to follow anything through the body, you learn so much from that
perspective
Likening your body to landscaping is interesting. Others [A,B,C] more for kids
The voyage, the guided tour, ecosystem and diversity sound more friendly. Doesn’t
sound as much like something invading me
Reminds me of a movie, makes sense
Good for me to use to teach my kids [kids would like B—Aliens Inside Us]
More of an adult approach
Would be an interesting approach, liked the movie
Just like the way it sounds
Sounds like it would focus on different areas of the body
More of an exploration thing
© OMSI April 2011
Zoo in You Front-End
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A good layout, like a geographic map
Explains well what the exhibit is about, a good description
Particularly good for children
Would like to know more about their interaction with the body
Aliens sounds like they’re all bad, voyage seems more straightforward
It’s very descriptive, “from object to swamp”
Sounds more personally relevant
What they do, their value, if the good ones aren’t there what impacts is it on health
Fun way to learn about it
The parallels to the environment
But title doesn’t tell you it’s about microbes and not just a tour of organs
Makes more sense to me
The different microenvironments in our bodies. Would like to see a comparison to
different animals and the effect or eating or interacting with them
Sounds straight forward
Interesting
Because it talks about the different ecosystems in the body [The other two sounds too
aggressive]
Different parts and different areas in the body
The least troubling. The others sound like terrible things inside you
But has been done before. Need something more original
I envision a giant human body and walking through it
Because doing some techniques in the topic
Something I would be interested in, how the different body systems work
Sounds interesting, educational at the adult level
Parallel between nature and the different terrains. Certain things thrive in one and not
the other
For families. Fun to think of a voyage (desert, sun)
Por el impacto instantáneo [for the instant impact]
Porque conoceria cojala con video o fotografia para ver como son [because I would like
to know they capture it with video or pictures to see what they’re like]
Porque hace el viaje a traves del cuerpo y se puede explorar el cuerpo por dentro y de
fuera [because to take a trip inside the body and to be able to explore inside the body
and outside]
Porque es lo mas me interesa saber [because it’s the most interesting]
Porque me gustaria ver como esta todo por dentro [because I would like to see what’s
inside]
Por lo que se puede aprender [because I can learn]
Porque me interesa conocer [because learning interests me]
Por lo que trata [because of the topic]
Seria interesante saber en que parte del cuerpo viven los microbiomas mas ferozes [I
would be interesting in knowing in which part of the body the most ferocious microbes
live]
Conocer diferentes formas de vida en nosotros [to know different forms of life inside us]
© OMSI April 2011
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Below are the full text responses for the Event Interview Question 5b, participants’ suggestions for
hands-on activities at a science pub.
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Anything related at the location or go home and try it
Don’t care as long as hands on
Whatever the topic is (related)
Hands on, paper, easy, worksheet
If geared for older people
Small group trivia
Materials to look at
What grows in spit, look through microscopes
Microscopes, lasers
Things where there is active experiments, mix & things
Something related to the topic
Can’t think of anything
Interactivities, trivia, etc.
Puzzles, trivia
Anything like hands on
Naval
Have there be experiments. A microscope where we can look at our skin cells, check swabs and
stuff
Pass around props, trivia, more interactive
Only if more time allotted, would be too much to squeeze into current format
Like both alternate them
Would like that—interactive
Activities with an element of surprise—no cornstarch & water
If pertinent to topic
It’s well organized
Might be interesting
Don’t know
© OMSI April 2011
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Appendix 4
Table 1:
Tables of Statistical Significance
Statistical Significance for Demographics by Location of the Interview
Categories
Event
Interviews
(n=40)*
Onsite
Interviews
Overall
(n=98)
Gender of Respondent
Male
Female
Live in Oregon?
Live in the West**?
Age of Respondent
18–24
25–34
25–44
45–54
55–64
65 and older
Highest Level of Education
Some high school
High school diploma
Some college
Associate’s degree
Bachelor’s degree
Master’s or higher
Annual Household Income
Under $10,000
$10,000 to $24,999
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,000
$150,000 or more
Mean Group Size
6%
11%
31%
26%
14%
11%
-3.2 people
5%
13%
23%
17%
11%
24%
7%
4.7 people
Prior Attendance at Science Pub or OMSI
34% (Pub)
23% (OMSI)
9%
36%
OMSI Member
Statistical Significance?
NO
46%
54%
78%
95%
35%
65%
75%
96%
21%
28%
33%
10%
5%
3%
5%
20%
32%
21%
10%
12%
3%
-15%
5%
45%
33%
9%
12%
23%
9%
28%
20%
NO
NO
YES
2
X (5, n=133)=12.37, p<.05
YES
X2(5, n=133)=11.95, p<.05
NO
YES
Mann-Whitney U=1163.00,
n=136, p<.01
n/a due to difference in
question wording
YES
2
X (1, n=125)=9.10, p<.01
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**As defined by the US census.
© OMSI April 2011
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Table 2:
Statistical Significance for Demographics by Language of the Onsite Interview
Categories
Gender of Respondent
Male
Female
Live in Oregon?
Live in the West**?
Age of Respondent
18–24
25–34
25–44
45–54
55–64
65 and older
Highest Level of Education
Some high school
High school diploma
Some college
Associate’s degree
Bachelor’s degree
Master’s or higher
Annual Household Income
Under $10,000
$10,000 to $24,999
$25,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,000
$150,000 or more
Mean Group Size
Prior Attendance at Science Pub or OMSI
OMSI Member
English
Language
(n=78)*
Spanish
Language
(n=20)*
29%
71%
71%
94%
55%
45%
89%
100%
5%
16%
29%
24%
11%
15%
5%
37%
42%
11%
5%
--
1%
8%
23%
10%
32%
26%
5%
8%
17%
19%
12%
31%
9%
47. people
23% (OMSI)
44%
35%
25%
25%
5%
10%
-6%
33%
44%
11%
6%
--5.0 people
25% (OMSI)
5%
Statistical Significance?
YES
X (1, n=92)=4.61, p<.05
2
NO
NO
n/a based on low number of
respondents
YES
X (5, n=94)=33.18,p<.01
2
YES
X (6, n=83)=19.93,p<.01
2
NO
NO
YES
2
X (1, n=90)=10.48, p<.01
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**As defined by the US census.
As might be expected, there were statistically significant differences in ethnicity and language
preferences based on where the interviews occurred (Table 2). Onsite respondents were much more
likely than event respondents to identify as Hispanic (X2(2, n=124)=12.43, p<.01). Onsite, those choosing
© OMSI April 2011
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51
to take the interview in Spanish were more likely to speak Spanish (X2(1, n=89)=51.04, p<.01) and
identify as Hispanic (X2(2, n=90)=63.30, p<.01) than those who chose to complete the interview in
English. See Appendix 4 for the complete listing of statistically significant differences between the subsamples.
Table 3:
Statistical Significance for Ethnicity, Race, and Language Preferences by Location
of the Interview
Event
Interviews
(n=40)*
Categories
Ethnicity
Hispanic
Not Hispanic
Not Sure
Race (Multiple Responses Allowed)
White (includes Hispanic)
Black or African American
American Indian or Alaskan Native
Asian
Native Hawaiian or Other Pacific
Islander
Not Sure
Yes, Spanish Speaker
Language Spoken at Home**
Only Spanish
More Spanish than English
Both Equally
More English than Spanish
English Only
Preference for Exhibits and Programs**
Only Spanish
More Spanish than English
Both Equally
More English than Spanish
English Only
Onsite
Interviews
Overall
(n=98)
-97%
3%
29%
69%
2%
Statistical Significance?
YES
X (2, n=124)=12.43, p<.01
2
NO
91%
3%
-3%
--
89%
5%
1%
5%
1%
3%
20%
6%
30%
---60% (n=3)
40% (n=2)
20% (n=5)
40% (n=10)
20% (n=5)
8% (n=2)
12% (n=3)
NO
n/a based on low number of
respondents
n/a based on low number of
respondents
--75% (n=3)
-25% (n=1)
28% (n=5)
11% (n=2)
56% (n=10)
-6% (n=1)
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**Asked only of those who indicated they spoke Spanish.
© OMSI April 2011
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Table 4:
Statistical Significance for Ethnicity, Race, and Language Preferences by Language
of the Onsite Interview
English
Language
(n=78)*
Categories
Ethnicity
Hispanic
Not Hispanic
Not Sure
Race (Multiple Responses Allowed)
Spanish
Language
(n=20)*
9%
89%
3%
100%
---
91%
6%
-6%
1%
78%
-6%
---
1%
12%
22%
100%
17% (n=1)
-33% (n=2)
-50% (n=3)
21% (n=4)
53% (n=10)
16% (n=3)
11% (n=2)
--
Language Spoken at Home**
Only Spanish
More Spanish than English
Both Equally
More English than Spanish
English Only
YES
X (2, n=90)=63.30, p<.01
2
n/a based on low number of
respondents
White (includes Hispanic)
Black or African American
American Indian or Alaskan Native
Asian
Native Hawaiian or Other Pacific
Islander
Not Sure
Yes, Spanish Speaker
Only Spanish
More Spanish than English
Both Equally
More English than Spanish
English Only
Preference for Exhibits and Programs**
Statistical Significance?
YES
X2(1, n=89)=51.04, p<.01
n/a based on low number of
respondents
n/a based on low number of
respondents
-17% (n=1)
67% (n=4)
-17% (n=1)
42% (n=5)
8% (n=1)
50% (n=6)
---
*Total number possible in the sub-sample. Number of respondents varies between questions due to non-response.
**Asked only of those who indicated they spoke Spanish.
© OMSI April 2011
Zoo in You Front-End
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