WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
January 2002
Alison James
Museum Consultant (Audiences)
Unit 311
241-251 Ferndale Rd
London SW9 8BJ
Tel/fax: 020 7733 1202
Mobile: 0797 946 7740
E-mail: alison.james@btconnect.com
Website: www.alison-james.co.uk
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INTERPRETATION PROJECT REPORT
Contents
Section
Heading
Page
1.0
Background
3
2.0
Interpretation strategy statement
5
3.0
Visions
5
4.0
Pilot interpretation projects (A – P)
6
5.0
Audience research
14
6.0
Conclusion
17
7.0
Recommendations
18
A
SWOT analysis
19
B
Project timeplan
20
Appendices
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
Towards an interpretation strategy
1.0
Background
1.1
Wiltshire Heritage Museum received funding from the Designated Challenge Fund to improve
access to its collections. The intention was to work towards the development of an interpretation
strategy through making study visits, undertaking audience research and piloting some test-bed
projects. I was asked to support the staff and trustees in this process (an initial contract for three
months which was extended to thirteen months). A first step was to undertake a SWOT analysis
(see Appendix A). This took place in January 2001.
1.2
An interpretation strategy is a way of setting out how a museum intends to communicate with
its visitors and cater for a variety of learning styles and needs. The aim is to define its approach
to presenting ideas and information to attract and engage its target audiences and maximise
learning opportunities for visitors. It provides a basis for a planned integrated approach to
interpretation throughout the museum and ensures the displays and exhibitions are relevant,
appealing and accessible to their target audiences and achieve their educational objectives. It
also provides a framework for planning and decision-making, forms the basis of design briefs,
and can play an important role in funding applications. In addition it establishes a common
understanding of the relationship the museum has with its users and how this should develop in
the future.
(based on text in Museums Practice, issue 13, volume 5, no. 1, 2000)
1.3
Wiltshire Heritage Museum is owned by the Wiltshire Archaeological and Natural History
Society. The collections of Wiltshire Heritage Museum include archaeology, history, natural
history and fine art. The prehistory collections are particularly rich and are of international
significance. The displays are in ten galleries on two floors of the museum. However, half of
these displays had not been changed for decades and consequently the displays were rather
traditional, with objects in glass cases; the interpretation in these galleries was limited and
targeted at the specialist and there was nothing for people to interact directly with. There is also a
library with a wealth of primary and secondary source material. It is open to everyone, but used
mainly by local researchers and academics. The Librarian is keen for it to be used by a wider
range of people, but there are various constraints relating to, for example, access, staffing and
space. Two small galleries are used for temporary exhibitions which change every few months.
These often use the museum’s reserve collections and library material, while some are external
touring exhibitions.
1.4
For many years there has been talk of a move to a larger, more convenient and possibly
purpose-built location and this has prevented the improvement of the existing displays.
Discussions are still underway and a final decision will be made in September 2002.
1.5
Another consultant, Isabel Hughes, worked with the team towards the end of 2000 and
together they identified four target audience groups: families, tourists, researchers and
educational groups. These groups and their needs were discussed at a team meeting in
January and it was agreed that the immediate priority was to focus on families and their needs as
this was a large potential audience sector who would be likely to become repeat visitors if they
enjoyed their visit. However, it was also considered to be important to continue to meet the
needs of existing visitors.
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
1.6
An essential element of the brief was to undertake audience research to inform the
development of the interpretation strategy. This was to include both current visitors and nonvisitors. Another consultant, Clare Conybeare, was contracted to co-ordinate a public
consultation survey which focused on families and tourists. The main survey work took place
during the February half-term week in 2001. This identified a need for more hands-on
opportunities and consequently the decision was taken to develop some low-tech interactive
exhibits, aiming for at least one in each gallery. Other user evaluation and consultation studies
took place later in the year during the summer holidays when interactive exhibits had been
installed and during Family Fun Day at the end of November (see section 5.0).
1.7
Regular team meetings took place during 2001 to develop the ideas detailed in this
document. The following people have taken part in these meetings:
Gordon Chancellor Chief Executive
Paul Robinson
Curator
Antoinette Rawlings Deputy Curator*
Jean Harvest
Outreach Officer
Andrew Tucker
Assistant Curator (Natural Sciences)
Lorna Haycock
Librarian
Heather Ault
Volunteer Co-ordinator
David Part
Chair of Wiltshire Heritage Trust (till 29/9/01)
Philip Taverner
Trustee (till 29/9/01)
Gill Swanton
Trustee
Colin Shell
Trustee
* The Deputy Curator was later given a specific responsibility for interpretation issues.
The meetings included brainstorming, pairwork, group discussion, presentations and formal
training input. They usually lasted between five and six hours. One to one meetings also took
place to discuss particular issues or exhibits. Action lists were issued after each meeting
identifying agreed tasks to be completed. A total of seven meetings were held (see project
timeline, Appendix B). These regular meetings focusing on interpretation issues should continue
to take place organised and run by the museum staff.
1.8
As part of the process of developing an interpretation strategy a series of study visits were
arranged for the team to experience examples of good practice at other sites (see Appendix B).
A total of twelve sites were visited over six days during a four month period. The focus was on
interpretation approaches and the team had the opportunity to speak to members of staff about
the exhibition development process during their visits.
1.9
The development of the new interpretation project activities has gone hand in hand with the
development of content for the website. Clearly the latter is an important tool with which to reach
a wide range of potential audiences, providing access at a local, national and global level.
However, the full scope of the website as an interpretation tool has not yet been developed. With
reference to information technology, a working group has been set up to discuss developing an
ICT strategy which will consider the role of multimedia in interpretation.
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
2.0
Interpretation strategy statement
‘We want to encourage our visitors to enjoy and understand the significance of the
Wiltshire heritage and in so doing to relate that experience to their lives today and
in the wider world. We will do this through exhibitions and activities, providing
interpretation at a variety of levels and in a variety of ways, making our resources
accessible to all visitors, regardless of their prior experience.’
This statement was developed in discussion with the team in March 2001. It reflects the general
view of those present. There is the potential to respond to this statement in a variety of ways in
addition to the traditional case/text exhibition, eg. through the website and the use of ICT as has
already been mentioned; through outreach activities; by providing supplementary interpretation
material (see section 4.0); or hands-on activities (also see section 4.0). This statement should
be used to inform any new exhibition developments and strategic decision-making.
3.0
Visions for the future
This section is based on initial discussions with staff and trustees in January 2001. Meetings
were held with individual members of staff and the following points were made. Staff wanted:










an increased number of visitors - wider range of audiences*
more space, eg. dedicated education space, better storage and research facilities
lots of interpreters
a wider range of interests catered for*
timelines in galleries*
different levels of interpretation*
more models/low-tech interactives – one in each gallery*
a redisplay of the entire collection
more connections made between collections*
Wiltshire Heritage Museum on the map! – effective marketing of good product*
Many of them reflect points subsequently made during the SWOT analysis (see Appendix A).
Where possible these aspirations were pursued through the new interpretation projects (see
section 4.0). Those we focused on are marked with *. The others were not realistic within the
timescale, budget or scope of this project.
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
4.0
Pilot interpretation projects
At the first team meeting in January 2001, it was agreed that providing activities which would
engage younger visitors and non-specialists was a priority. Neither group was well-catered for at
the time. The Public Consultation Survey in February confirmed this. All of the project ideas
detailed below were designed to be comparatively low-tech and low-cost. They were developed
and discussed in the course of the team meetings and were then piloted and evaluated (see
section 5.0). The information gained will be used to inform future developments in interpretation
and display. The development of these test-bed projects meant that there would be at least one
hands-on activity in each gallery and interpretation would be provided at several different levels
(intellectually and physically). More connections were made between the collections (in particular
archaeology and natural history). The intention was that the hands-on activities would encourage
collaboration and social interaction between visitors. The projects were expected to improve the
quality of the visitor experience for all visitors and enhance the potential for learning to take
place. The projects are listed below in the form of mini interpretation strategies. In the future,
projects such as these should be informed by front-end evaluation. Unfortunately the timetable
for the development of the strategy did not allow for it on this occasion.
A
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Natural History Links
Six panels to open in natural history gallery revealing objects
from archaeology/history collections, eg. a Roman pot in the
Geology area. There is a question about what the link is and
then the answer is revealed. Text panels in the other galleries
also make the links back to the natural history gallery.
To integrate natural history with the rest of the museum
displays by showing how each has influenced the other.
Children (7+) accompanied by parent or teacher
Understanding of links between subject areas, about the
relationship between the natural world and how people have
influenced and been influenced by it throughout history.
Observation and interview
£3600 (for 6 link boxes) (actual: £3800)
Pilot exhibit in April 2001; others installed by summer 2001.
(actual: Nov 2001)
Assistant Curator (Natural History)
Alison James - Museum Consultant (Audiences)
January 2002
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WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
B
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Sound Thinking
An interactive sound activity for the Natural History Gallery.
There will be three stations, each with a panel of seven buttons
for the different sounds. Beside each panel will be a lift-up flap
giving the correct answer.
To familiarise the visitor with the sound made by common
animals from the various habitats and to make the galleries
more multi-sensory by introducing sound.
Children from 7 upwards, accompanied by an adult, and
anyone else with an interest in animal/bird sounds.
Visitors more engaged with the exhibits and better informed
about the sounds animals and birds make.
Observation and possible follow-up interviews
£2000
end of June 2001 (for summer holidays)
(still awaiting installation of sound equipment due to
illness of contractor; panels and speakers in place)
Assistant Curator (Natural Sciences)
C
Title
Description
Introduction to the Museum leaflet
Photocopiable doublesided A4 sheet, folded twice. Welcome
and introduction to the museum and the building; plan of
galleries; identification of key objects.
Aims
To provide a smart, easy to read introduction to the museum;
To orientate visitors to the layout of the galleries;
To draw attention to key objects.
Target audience
First time visitors, especially tourists
Outcomes
Less confused visitors and maximised access to key objects
Evaluation method(s)
Observation, interview and visitor feedback at reception
Cost
£500 (actual: £230)
Deadline
Easter 2001(actual: November 2001)
Staff member
Curator
Feedback has already been received saying it would help if the galleries were labelled to
correspond with the numbers on the leaflet. This has been done.
Alison James - Museum Consultant (Audiences)
January 2002
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WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
D
Title
Description
Gallery information sheets
4 x A4 sheets, colour coded, related to the displays, kept in
plastic holders in each gallery.
4 levels: a) non-verbal: images to complete, locate and colour
b) young person: timeline, Q&A quiz, space for illustrations
c) adult: timeline, background info and gallery description
d) informed visitor: map of settlement patterns and find spots,
brief description of reserve collections and refs. to further
sources. (subsequently the fourth level was dropped)
Guides can be easily modified.
Clipboards and pencils available at reception.
Bound sets of each level on sale in shop.
Aims
To provide non-specialist interpretation in each gallery
Target audience
Non-specialists, including tourists, families and educational
groups
Outcomes
Better informed visitors who feel more welcome and
comfortable in the museum.
Evaluation method(s)
Pilot medieval gallery sheets
Focus groups: local families for free special viewing sessions
Include questionnaire with sets of guides
Observation and interview
Cost
£70 for one set (actual: £290)
Deadline
Pilot set (a, b and c only) for Easter 2001, others October 2001
(half of these are in place and the others are in
development)
Staff member
Outreach Officer
Some funding available from the Museum Learning Initiative (Education Challenge Fund) paid for this
E
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Build your own henge
Housebrick sized building blocks provided to build a model of
Inigo Jones’ reconstruction of Stonehenge – use of mortice and
tenon joints to illustrate actual process. Plymat marked with
Inigo Jones design for floor play.
Or trilithon construction using plastic covered foam blocks
which double as seats.
(In the end Plastazote offcuts were used)
To provide an engaging hands-on activity relevant to the
material on display in the Henge gallery
All visitors, especially families and educational groups
More engaged visitors of all ages and abilities, with opportunity
to improve hand/eye co-ordination and understand design and
technology processes.
Observation and interviews
£200-£300 (actual: £55)
Summer 2001 (actual: Spring 2001)
Outreach Officer
Alison James - Museum Consultant (Audiences)
January 2002
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WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
F
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Roman costumes
Male and female costume: trousers, leg bindings, belt, tunic
and cloak; undershift, tunic, headdress, belt and brooches with
wooden box to contain items. Opportunity to bring the displays
to life.
To provide an engaging and educational dressing up activity
Children and small adults
Better informed visitors feeling more welcome and comfortable
in the museum.
Families engaged in social learning
Observation and interviews
£500 (actual: £135)
Summer 2001 (actual: November 2001 – awaiting addition
of a mirror and graphics)
Outreach Officer
G
Title
Description
Neolithic saddle quern (rotary quern also installed)
Sarsen stone quern with grinding stone to be placed on the
floor of gallery with supply of organic wheat for grinding.
Include kneeler to facilitate access.
Aims
To provide a hands-on experience authentic to the period.
Target audience
All visitors, especially families and educational groups
Outcomes
An understanding of the day to day physical realities of
Neolithic life and changes in design and technology.
Evaluation method(s)
Observation and interview
Cost
£10 (stone and grain provided free of charge) (actual: no cost)
Deadline
June 2001
Staff member
Outreach Officer
This has proved so popular that the rotary quern is in need of repair.
H
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Bronze age necklace(s)
1. Wooden container with wooden beads and laces; laminated
cards with illustrations of necklaces.
2. Wooden board with illustration of complete amber
necklaces attached to the board, container of ‘amber’
beads – complete the design.
Low table in ‘rustic’ style to contain the activity, plus possible
benches. Actual: chest with plastic containers each
containing a variety of beads to thread and illustrations.
To provide a creative, engaging design activity
5 years and upwards
Improved hand/eye co-ordination; opportunity for creative use
of design skills; mathematical pattern making.
Observation and interview
£100 (actual: £50)
Summer 2001 (actual: November 2001)
Outreach Officer
Alison James - Museum Consultant (Audiences)
January 2002
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WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
I
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
J
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Medieval Costume information sheets
Provision of A4 laminated sheets to be included in multidispensers with other gallery guides, with colour pictures
showing typical costume for males and females for each social
class represented in the displays, with some explanation of
terms and description of costumes. Black and white line drawn
versions for children to colour in during or after their visit (free).
To inform visitors about various types of Medieval costume
worn by different social groups.
Aimed at reading age of 14 years upwards, with pictorial
element relevant to all.
To meet the need identified by the gallery survey that visitors
wanted more information about costume. Also to provide a
creative colouring activity for children.
Observation and interviews
£200-£300 (actual: £260)
June 2001(actual: the colouring sheets are in place but the
text has yet to be finalised for the information sheets)
Deputy Curator
Iron Age magnetic jigsaw
Make a simple jigsaw from drawings or colour scans/photos of:
a) a detail from the Marlborough bucket
b) a 3 tailed horse design on a Celtic coin
c) a detail from a patterned pot
The jigsaw pieces are attached to a magnetic board.
Players would need to find the real object on display to see
what they were supposed to be putting together.
To provide a visual hands-on challenge, making links to three
key objects on display.
8/9 years +
To initiate an active search in the gallery for key objects and/or
a hands-on problem-solving activity to encourage collaboration
between visitors.
Observation and possible follow-up interviews
pilot produced in-house, and final version estimated at £400
(actual: £246)
Easter 2001 (following piloting the final version was in
place for November 2001)
Deputy Curator
Alison James - Museum Consultant (Audiences)
January 2002
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WILTSHIRE HERITAGE MUSEUM
INTERPRETATION PROJECT REPORT
K
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
L
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Medieval hats (later changed to Iron Age Costume)
Provision of a range of medieval style hats of varying sizes for
trying on. These might be hung on pegs with a wall-mounted
mirror on the back of a case, or placed in a basket with a
handheld mirror. In fact it was decided that there was
sufficient interactivity in the Middle Ages Gallery and not
enough in the Iron Age Gallery so this project was
changed and focuses on Iron Age costume generally.
To provide a dressing-up activity relevant to the period and the
costume information sheets.
All ages/sizes
Visitors to have a better understanding of medieval hats and to
experience empathy/identification with people of the Middle
Ages. Also to encourage communication between visitors.
Observation and possible interviews
£76
Summer 2001 (actual: Nov 2001 – mirror to be added)
Deputy Curator
Neolithic Beaker design on plasticine
To provide two trays cut in two different Beaker shapes onto
which plasticine can be rolled and pushed into shape, with a
selection of tools of the type Beaker people would have used,
in order to decorate the plasticine beaker shapes – getting
inspiration from the real artefacts on display.
To provide a creative activity relevant to both the objects on
display and the way in which they were decorated.
Children of all ages and interested adults.
An understanding of what Beaker decoration looked like and
how it was executed.
Pilot version for Easter 2001
£55 (actual: £100)
Easter 2001 (piloted and adapted – final version in place
summer 2001)
Deputy Curator
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
M
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
N
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
DIY Bronze Age axehead
Provision of a two or three part mould, casting of axe and
finished axe, with graphics to illustrate process. Casting can be
fitted back into mould (all replicas).
And/or three parts of an axe to put together.
Activity relevant to artefacts on display.
To illustrate the processes used in the casting of a Bronze Age
axehead.
All visitors – children and adults
Understanding of manufacturing process gained from hands-on
experience
Observation and interview to check understanding
£1700
Summer 2001
Curator
not commissioned due to overspend in other areas
Saxon brooch rubbing
An enlarged resin replica made from a brooch on display,
mounted onto a resin backing set on a small table/flap
projecting from wall with rubbing sticks and a supply of paper.
(activity in place but awaiting final fittings)
To provide a hands-on activity using a realistic replica which
children can make a rubbing of, with a link made to the brooch
on display.
Children in families or educational groups
Children will look more closely at Saxon artwork with animal
design;
Children have something to take home with them
Observation and possible follow-up interviews
£575 (actual: £689)
Summer 2001(actual: November 2001)
Curator
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
O
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
P
Title
Description
Aims
Target audience
Outcomes
Evaluation method(s)
Cost
Deadline
Staff member
Make a Roman mosaic
Two adjacent boxes: one holds a stock of genuine Roman floor
tesserae, the other has a shallow lip. Children can set the
coloured tesserae in the second box in a Roman style design.
Graphics show examples of Roman mosaic floor patterns used
in local area. Graphics not yet in place.
To enable children to use original Roman materials to make a
Roman style floor design.
Children in families or educational groups
Opportunity to handle real Roman items, consider floor designs
used by the Romans and create a design. Also an opportunity
for social collaboration in designing mosaic pattern.
Observation and possible interviews
£550 (actual: £739 to date)
Summer 2001 (actual Nov 2001)
Curator
Wiltshire dialect soundpoint
Sound effect in local history gallery demonstrating traditional
Wiltshire dialect activated by a button (extracts up to 2 mins in
length). Text and visuals to support showing a ‘traditional’
Wiltshire person and with the dialect as spoken alongside the
modern English translation. There are three choices of
recording: a local legend, a childhood memory and a funny
story.
To provide a more multi-sensory experience in the gallery as
well as providing information about language.
Adults – local and tourists
Awareness of Wiltshire dialect and its meaning
Observation and possible follow-up interviews
Approx. £400 (actual: £570)
end of June 2001 (for summer holidays) (actual: Nov 2001)
Assistant Curator (Natural Sciences)
Alison James - Museum Consultant (Audiences)
January 2002
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INTERPRETATION PROJECT REPORT
5.0
Audience research strategies
5.1
It was considered important to involve the staff in the audience research so that their
understanding of the needs of visitors and non-visitors would develop through the process and
they would feel a sense of ownership in whatever decisions were taken as a result. Most of the
staff have been involved as well as the Chief Executive and some of the Trustees. Various
evaluation methods have been used and the findings have informed the above-listed projects.
This programme of audience research took place throughout the project and should continue.
5.2
Observation and interviews in the Middle Ages Gallery
The Deputy Curator, in consultation with myself, developed an observation checklist and an
interview guide for use in the Middle Ages Gallery. This is the museum’s most recently
developed gallery which takes a different approach from many of the others. The text is simpler
and in a larger typeface; a large commissioned wall painting contextualises aspects of medieval
life and there are two hands-on activities already available. The study was carried out during
February 2001. Twenty-four groups were observed, comprising 50 people in total and 18 of these
were interviewed. Two thirds of the visitors came in groups (half of these were families).
Outcomes:

Some interpretation of the contents of the wall painting to be provided.

The brass rubbing activity to be made more user-friendly.

Additional interpretation and activities to be provided about costume (see section 4.0).
The study demonstrated that on the whole visitors liked the content and style of the text in this
gallery, but it also pointed to some very simple changes which could be made at next to no cost
which would greatly improve the experience for all visitors. (These have now been made). Most
visitors were enthusiastic about the hands-on activities and many made connections to the
objects on display. This study has inspired the Deputy Curator to undertake consultation in other
galleries and there is a plan to redo the text in the older galleries as well (see section 5.4). An A2
printer was purchased to facilitate this.
The Middle Ages Survey Report is available on request.
5.3
Public Consultation Survey
A non-visitor questionnaire was developed with Clare Conybeare, consultant, and piloted by
the Outreach Officer at the local Farmers Market. A combination of staff and volunteers
conducted the main survey. It focused on family groups and the main survey work was
undertaken during the half-term week in February 2001. 301 people were interviewed (in 107
groups), some of whom were regular visitors, others infrequent and some who had never visited
the museum. The questions took only a few minutes to answer and all respondents were
provided with a museum leaflet and a voucher offering them free access to the museum. A full
report was presented at the end of March 2001. The findings are summarised here and are
similar to the national figures recently produced by MORI. It would be worthwhile undertaking
some further research both in the museum and in the town over the summer period. Fifty one
percent of respondents made reference to the need for participation or active involvement. There
was a strong demand for the following: interactivity, child-friendliness and variety. There seemed
to be a strong awareness of what the museum was and where it was located. There was also a
relatively high proportion of return visits (43%). A third of respondents raised the issue of cost of
entry as a barrier to museum-visiting, however, it is possible that they were referring to the
national museums (since December 2001 all nationals now offer free admission).
This report (Survey of Attitudes Towards Museums) is available on request.
Alison James - Museum Consultant (Audiences)
January 2002
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5.4
Gallery text consultation
This consultation took place during the autumn and focused on text format, for example: font,
size, paper colour, text colour, and also location. Examples were prepared and visitors asked to
say which they preferred. Over 50 responses were received between September and December.
The feedback suggests that the preferred style was that used in the Middle Ages gallery. The
consultation was conducted in the Iron Age gallery (considered to be the most old-fashioned) and
all the labels in this gallery will be redone in the light of this visitor feedback. Eventually gallery
text throughout the museum will be redone where necessary and materials have been purchased
with this in mind. The findings will also inform a set of guidelines about museum text and house
style for use throughout the museum which will form part of the interpretation strategy.
The report on the Iron Age Gallery Re-labelling Survey is available on request.
5.5
Reception logbook
The potential exists to involve volunteers and front-of-house staff in audience research as they
staff the reception desk, and especially during weekend duties. In consultation with the Volunteer
Co-ordinator, guidelines were developed with suggested questions to ask of visitors (in an
informal way). Visitors were asked about their expectations on arrival (what they knew about the
museum, how they had heard about it, reasons for their visit, etc.), and their impressions on
departure (what they liked most/least, new things learned, etc.). This consultation took place
between March and May 2001. Most of the comments made are very positive and it is clear that
visitors responded well to the early additions to the galleries. There is an opportunity to use this
approach for targeted research, such as feedback on the new museum leaflet. It is important that
there is a mechanism in place to feed this front of house information back to the rest of the team.
5.6
Further education questionnaire
At the first meeting tertiary education was identified as an audience group for the museum, in
particular archaeology students who come some distance to visit local sites. Although such
groups are welcomed to the museum, little is known about their specific needs and interests. It
was agreed that one of the trustees would draft a questionnaire to be sent out to institutions
which had visited the museum in the past and also to those which had not visited. This
questionnaire was sent out in April. The findings showed that there was an interest in receiving
information in advance about the museum and its collections and in response a draft guide for
users was developed by another trustee.
The questionnaire and guide are available on request.
5.7
Evaluation of interactive projects
As can be seen from section 4.0 above, all the new interpretation projects have evaluation
built into them as a key element at different stages of the development process. The gallerybased hands-on activities are designed to encourage visitors to engage more with the displays
and their subject-matter and with each other, therefore the main evaluation methods used were
observation and interviews. Some of these were conducted towards the end of the summer
holidays when about half of the activities were in place, but there was insufficient data due to low
visitor numbers. Therefore it was decided to hold a Family Fun Day on Sunday 25th November
2001. This day served several purposes: to launch the new activities (and to ensure all were
installed); to raise awareness of the new Sunday opening and to provide a captive audience for
piloting the new exhibits.
Observation of visitors
The staff carried out observation using a form designed for the purpose. There were 133 returns
between August and November 2001.
'Most visitors noticed and approached the interactives, investigated them, worked out what to do
and successfully interacted with them for a period of time.' (from report).
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January 2002
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The activities seemed to appeal to a wide age range, from babies to adults. For example, a
mother encouraged her 18 month old to use the Make a Beaker activity, and two 45 year old
women were very pleased to have something to take away from the Brass Rubbing activity.
There was evidence that the new activities encouraged communication and collaboration, for
example, one child discovered it, did it, then brought in friends and showed them what to do. In
some cases it was clear that visitors were making connections to the items on display elsewhere
in the gallery, for example, a conversation was overheard between a father and son (aged about
5 years). The boy had just finished building his henge structure when his father told him it was
wrong. The son then insisted that it was right and led his father across to the relevant display to
prove it. Children did not want to leave. One child's parents tried to coax the child down the stairs
but he refused. In another case a father said he couldn't believe his children would spend all
afternoon in a museum, and that they wouldn't have if it hadn't been for the activities. Most
visitors engaged with an individual activity for at least five minutes and some interacted for over
20 minutes.
In-depth interviews
The consultant, Clare Conybeare, was commissioned again to undertake detailed interviews
using a team of specially trained people. This research was carried out at the end of the summer
and during Family Fun Day. Forty seven interviews were conducted in total. It was clear that
adults enjoyed the children using the interactives and that it was a learning experience for them
too: 'The interactives are excellent and add so much more to the visit.'
However, some adults felt that the interactives were meant for children, partly because of the
level at which they were placed. On average the time spent using an interactive exhibit was 7.8
minutes, thus increasing dwell time in the galleries (see section 5.7). There was evidence that
visitors made connections to the displays: 'they looked at the patterns on the pot like the patterns
they had made.' Some questions were included to try and identify whether learning was taking
place. There was definitely evidence of enjoyment and voluntary, active engagement, both of
which stimulate learning. When visitors were asked what they had derived the greatest benefit
from 39% said the hands-on activities. This balanced well with the 34% who said it was the
objects. Staff and information panels were also mentioned. The report concludes that the
interactive exhibits are a great success.
The two reports: Interactive Exhibits Evaluation 2001 and Results of the Gallery
Interactives Observation are available on request.
5.8
Dwell time data
It was agreed that it would be useful to establish some baseline data regarding the time spent in
the galleries before the interactive exhibits were installed so that we could compare with the
(hopefully increased) dwell time following their installation. The Volunteer Co-ordinator asked
some volunteers to record entry/exit times in certain galleries. Unfortunately figures were only
collected before some of the new exhibits were installed, but from this it can be seen that adults
with children were, on the whole, spending less time in the galleries than other visitors – this
ranged from 1 to 7 minutes. Data collected about how long visitors spend using the new activities
shows that people are now staying for much longer in the galleries as a single activity will engage
them for between 5 and 20 minutes.
5.9
Visitor figures
Visitor numbers have increased slightly which is likely to be as a result of the new Sunday
opening hours and the introduction of more hands-on activities. The interactives were all in place
and advertised as part of the Family Fun Day at the end of November. In December figures
increased by 38% from 611 in 2000 to 844 in 2001. It is too early to say whether this trend will
continue, but with another Family Fun Day planned for March and a good response in terms of
return visits from local families it is likely to make a significant difference over time.
Alison James - Museum Consultant (Audiences)
January 2002
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6.0
Conclusion
During the last year the team has become much more aware of interpretative methods, audience
needs and the importance of testing ideas first. This is evident in the informed way in which study
visits were discussed, in the development of ideas for hands-on exhibits and the enthusiasm for
consultation and evaluation. There has been a shift in attitudes and priorities.
The outcomes of the year-long project (being the interactive exhibits and additional levels of
interpretation) have already made a difference to the visitor profile of the museum and to the
quality of visits, especially for children and family groups. Visitors are staying longer and are very
positive about the new approach taken. One succinct comment in the Visitors’ Book sums it up:
‘better museum now more things to do’ (from a child)
And a parent writes:
‘Superb for children. We all had a fun time’
This document is the first step in developing an overall museum interpretation strategy. A
‘building blocks’ approach has been used over the year through which new ideas have been
introduced gradually and individual enthusiasms within the project team have been encouraged.
It was considered to be very important that the project team felt ownership for and commitment to
the approach taken and the interpretation projects developed. Wiltshire Heritage Museum has
made great progress in terms of both philosophy and practice during this time.
Alison James - Museum Consultant (Audiences)
January 2002
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7.0
Recommendations
a) That regular interpretation project meetings continue to take place, led by the Deputy Curator.
b) That all staff (and weekend volunteers) continue to record observed behaviour and overheard
comments relating to the interactive exhibits and other aspects of the galleries and follow up
with informal interviews where appropriate using the forms available. A monthly quota could
be set. The Deputy Curator should keep a simple database of the information.
c) That the new interactive exhibits be maintained, upgraded and developed as a result of these
findings.
d) That the new museum leaflet and gallery information sheets, which have only recently been
completed, be evaluated and amended as required.
e) That the gallery re-labelling project begins according to an agreed timetable.
f)
That target audiences be reviewed on at least an annual basis and interpretation be
developed to meet particular needs identified. For example, older visitors could become a
focus for the future.
g) That in future front-end and formative evaluation be undertaken before new interpretation
approaches are developed. For example, through the use of a community focus group of
users and non-users and a childrens panel.
h) That external funding be sought to fund specific interpretation-related projects, some of
which were identified during discussions in 2001, such as the introduction of audio-visual
or multimedia to the galleries; the development of a natural history hands-on area; the book
boxes and library links; the bronze age axe activity and a working loom.
i)
That hands-on elements be incorporated into temporary exhibitions where appropriate.
j)
That interactive opportunities be made available for adults as well, at a higher level.
k) That Family Fun Days become a regular profile-raising event at the museum.
‘The day was a brilliant success. One of the best things we’ve ever done’ (Chief Executive)
l)
That the experiences of Wiltshire Heritage Museum in targeting families through handson activities and evaluating this provision be written up for publications such as GEM News,
Visitor Studies Group newsletter, Museums Journal, Museum Practice and/or the SWMC
newsletter in order to raise the profile of the museum.
m) That any new members of staff/volunteers be fully briefed about the purpose of the interactive
exhibits and their role in encouraging and evaluating their use.
n) That the interpretation statement and the interactive approach inform any future
developments.
Alison James - Museum Consultant (Audiences)
January 2002
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Appendix A
SWOT analysis results (in no particular order)
STRENGTHS
collections of regional/national/international
significance (breadth and depth)
Society and staff expertise
Building
access to Library/Archive
front-of-house staff
status/history of Society
Society publication
Volunteers
lecture room
events/exhibition programme
location
number of galleries
WEAKNESSES
building/décor
front-of-house staff (need for volunteer training)
location
inaccessibility (physical/intellectual)
lack of marketing/signage
lack of space (eg. for storage, activities,
conservation, study)
traditional attitudes (Society and staff)
charging policy
outdated displays (content and format)
lack of flexibility (displays)
too few visitors
diversity of collections
lack of funding
image
lack of commercial enterprise
lack of support staff
lack of knowledge about visitors
attitude of some staff towards children
lack of interactivity
not child-friendly
interpretation at only one level
not engaging the visitor
OPPORTUNITIES
website/new technology
Volunteer Co-ordinator
public access computer
new galleries/museum
public interest in archaeology
lifelong learning focus, inc. self-directed learning
potential, out of school hours learning, etc.
marketing
designation of collections
new audiences
external funding
partnership opportunities
accountability
English Heritage Review (interpretation of
historic environment)
increased tourism
THREATS
internal Society politics
cash flow
attitude of local authorities (re visitor figures)
cost of maintaining buildings
attitude of Resource (designation)
political climate/accountability
external funding requirements
competition from other visitor attractions
January 2001
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January 2002
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Appendix B
Project timeline
2001
Jan
Feb
March
Team meetings
Meeting with Chief Executive (5th)
and first team meeting (23rd/24th)
Team meeting 2 (28th & 1st
March)
Team meeting 3 (20th/21st)
April
May
June
Team meeting 4 (9th)
July
Aug
Team meeting 5 (3rd)
Sept
Team meeting 6 (4th)
Dec
Audience research
Winchester Museum &
Milestones, Basingstoke (8th)
Public Consultation
Survey and Middle
Ages Gallery
evaluation
Reception logbook
Corinium, Cirencester & Steam,
Swindon (8th) and Search,
Gosport and Jersey Heritage
(26th-27th)
New Walk Museum, Leicester &
Nottingham Castle Museum (26th)
Reception logbook
and Further
Education
questionnaire
Reception logbook
British Library & Museum of
London (29th)
Oct
Nov
Study visits
Team meeting 7 (21st)
Interactive exhibits
evaluation
(observations and
interviews)
Gallery text survey
and observation
Gallery text survey,
observation and
dwell time data
collected
Family Fun Day
(25th): observation &
Interviews
Ongoing evaluation
Alison James - Museum Consultant (Audiences)
January 2002