1. Design Factors in the
Museum Visitor Experience
Snapshot of a PhD Project in Progress
26th September 2012
Regan Forrest
Principal Supervisor: Dr Jan Packer
Associate Advisor: Professor Roy Ballantyne
2. Research Problem
Environment
Peer critique as incidental
“Design” Exhibition “Pedagogical”
Perspective Environment Perspective
?
Visitor
Perspective
“[a]lthough millions are spent yearly on upgrades and renovations, it is very
possible that these additions and improvements are focusing on the wrong
things . . . ” (Joseph-Mathews et al., 2009, p. 206).
3. Components of the Museum Visit
Reported Experience
Visitor Goals
and Exhibition Visitor Outcomes
Motivations Environment
Observed Behaviour
5. Research Questions
• How do visitors perceive and respond to atmospheric cues in
the exhibition environment? In what ways does this influence
the visitor experience?
• What are the principal dimensions of visitors’ perceptions of
exhibition atmospheres and how do these relate to the
broader literature (Design Appearance, Spatiality, Information
Rate)?
• What is the relationship between perceived atmosphere and
visitor responses (affective, cognitive and behavioural)?
7. Research Approach
• Phase 1: qualitative exploration of how visitors perceive
exhibition environments
• Phase 2: development of a quantitative instrument to
measure environmental perceptions in an exhibition setting
• Phase 3: study of the relationship between perceived
atmosphere and visitor experience
8. Methodology: Visual Summary
QUAL QUAN
Phase 1 Data Data Collection Phase 3
Collection
Observation
QUAL
Data Survey
Analysis
quan QUAN
Phase 2 Data Data Analysis
Collection
quan Integrating of
Data research
Analysis results
9. Phase 1 Data Collection
• 12 pre-arranged accompanied visits to exhibition spaces in SA
Museum (13 participants)
• Think-aloud method plus follow-up interview generated 14
hours of data
• A detailed, real-time account of a museum visit as
simultaneously experienced by researcher and participant
10. Preliminary Thematic Analysis
Technique Response
Description Reflection
Objects / Labels Design / Display
Information Attention Environment
Message / meaning Meaning Interaction
Personal Reflection
Crowding Orientational
Barriers Other
Informational
Integration / Linking
Ergonomic Sensory
11. Next steps
• Consolidate findings from Phase 1
• Instrument development
• Pilot and conduct main study (3 exhibitions x 150
visitors each)