6 Crescent Gardens, Belfast, Northern Ireland, BT7 1NS
Tel: +44 (0)28 9055 0215, Fax: +44 (0)28 9055 0216
E-mail: info@nimc.co.uk
Museum Forum – Who is Using our Museums?
10th December 2013
1. What is the museum forum?
The aim of the Forum is to widen and share knowledge relevant to museums by: exploring
innovative approaches to museum practice; being a point of exchange and reference; and
through providing networking opportunities.
2. Who is the museum forum open to?
The Museum Forum is open to all staff, volunteers and members of governing bodies of
local museums in Northern Ireland, to NIMC members and people interested in the themes
under discussion.
Participants in this Forum came from Mid-Antrim Museum, University of Ulster, Carrickfergus
Museum, Derry Museum & Heritage Service, Royal Irish Fusiliers Museum, Craigavon
Museum Service, Down County Museum, Flame-Gasworks Museum of Ireland, Armagh
Public Library, Ballymoney Museum, North Down Museum, Causeway Museum Service &
Downpatrick and County Down Railway.
3. Objectives of the forum
This meeting of the Museum Forum aimed to explore the fundamental questions concerning
‘Who is using our Museums?’ which are being asked more and more by funders, policy
makers and those responsible for delivering museum services. Participants gained an insight
into the processes local museums currently use to analyse their visitors and users and
examined the reasons why we need to know more about our audiences in order to identify
and address the associated issues.
4. Methodology
A discussion paper ‘Who is Using Northern Ireland’s Local Museums?’ had been circulated
before the Forum. Two presentations were given.
Mr Chris Bailey, Director, NIMC
‘Who is Using Northern Ireland’s Local Museums?’
Mr Chris Palmer, Research Manager, Audiences NI
‘Here & Now: An Exploration of Gallery Visitors in Ireland, Summer 2013’
Copies of the both presentations will be available on request from NIMC until June 2014.
5. Interrogation of issues
A discussion took place around the issues and barriers to finding out who is using local
museums.
Some museums gave examples of the survey methods they currently use.
The following key issues were highlighted through the feedback session.
a) A need for benchmarking

There was a desire expressed for across sector benchmarking of who is
using/visiting museums. Benchmarking would produce quantitative information
that could be used for audience development planning and advocacy to
governing bodies for additional resources. It was felt that there are currently a
wide range of methodologies being used by individual organisations which make
it more difficult to carry out benchmarking across the sector.
b) Benefits of using an external organisation with NIMC acting in a co-ordinating role

Investigate possibility of carrying out a similar research project to the one carried
out for the arts sector by Audiences NI (Here and Now: An exploration of Gallery
Visitors in Ireland, 2013)

There was a feeling that methodology and analysis posed the biggest challenges
for museums and therefore if this was undertaken externally, it would remove this
pressure.

The methodology used by Audiences NI for the ‘Here and Now’ project was
thought to be a good example that could be used as a template (with some
adjustments) in the museum sector.

Some participants felt that the cost of the ‘Here and Now’ project (around
£10,000) was reasonable for this kind of project and the format would work for
the museum sector.

There was a feeling expressed that NIMC should coordinate this work and steer a
research project, funding or part funding this with contributions from those
museums who want to participate.

This exercise would be quantitative to enable like with like comparisons.
Participating museums should be involved from the outset in the drafting of areas
of research and the questions arising from this - this would ensure museum buyin and co-operation as there would be a shared understanding and agreement of
aims and objectives.
c) Reticence of museum visitors and users to participate in research

It was felt that there was a reticence from visitors when approached to fill in
surveys – they need to feel that the information being requested is genuinely of
use to the museum, therefore planning is needed in terms of purpose of the
survey and relevant questions asked. A clear rationale is needed for the survey.

It was felt that asking questions relating to a visitors employment status/ religion/
sexual orientation are invasive, however this information is often needed for
funded projects. It was felt that participants in Peace III funded projects were
already used to providing more detailed information for evaluation.

It was felt by that it may be beneficial to be part of a wider council survey as local
authorities move more towards ‘citizen focus.’ Being part of a larger survey may
allow people to express their feedback more easily.
Suggestions

One way of getting round this problem could be offering an incentive in
return for completing surveys e.g. vouchers

Brief front of house staff to note/ collect data through conversation at
reception e.g. where people come from/ how did you hear about the
museum – more informal way to get some information and makes people
feel more comfortable

Use of a map – visitors put stickers on the map where they are from to
capture data about where people travel from to the museum. This
encourages interaction and is a more informal way of capturing this data.

Use digital means for data collection, for example, consider social media or
trip advisor – give people a card on leaving with trip advisor address
d) The issues of one methodology fits all versus individual needs of the museum

Need for some collective decision on what information to collect and how this
relates to individual museums’ needs and goals.

It was felt qualitative analysis of visitor experience was more subjective and could
arise out of the quantitative analysis to explore the why and how behind the
figures. It was felt visitor experience and the impact of exhibitions/workshops etc
was something each museum could focus on separately but share findings
through case studies and best practice.

Is it better to try to retain existing audiences than seek new ones? Different
organisations may have different priorities, and therefore difference
methodologies may be used.
e) Who collects the data?

The undertaking of data collection could be undertaken on-site by staff provided
that staff (including front of house) are trained as to how to question and the
purpose of the research. The collection of data could be incorporated into staff’s
daily routine and duties. Training required to build confidence and raise
awareness of targets would be expected to help embed the value of audience
research into all staff roles.

It was felt that using staff from within one’s own organisation to carry out surveys
could lead to misleading results as people may not want to be critical.
Suggestion

Pair museums and swap staff in neighbouring museums to conduct
surveys in each other’s venues – this would take away the awkwardness of
staff potentially knowing visitors and may allow the respondents give more
honest feedback.
f)
Why collect the data?

There was discussion around the issue of the desire to engage new audiences
and particular communities and what drives this desire, for example, priorities of
the museum’s governing body or funders.

There was discussion around how museums must be equipped to answer the
needs of funders when projects require detailed information about visitors and
target audiences.
g) Lack of resources

It was also felt that methodology is time consuming for staff and that the time
taken to carry out face to face surveys has to be considered, therefore lack of
resources (financial and staffing resources) was an issue for some organisations.
6. Recommendations for action by NIMC

Investigate training opportunities for museum personnel

Investigate undertaking a project on behalf of the sector, replicating the
format of the ‘Here and Now’ project and investigate funding sources for
such a project.
7. Date of next Forum meeting
The next forum meeting will be held in June 2014.
Details will be made available from NIMC in May 2014.