AUDIENCE RESEARCH FOR THE BRITISH GALLERIES Quantitative...

AUDIENCE RESEARCH FOR THE BRITISH GALLERIES

Quantitative Research Findings (Volume 1)

AUDIENCE RESEARCH FOR THE BRITISH

GALLERIES

Quantitative Research Findings (Volume 1)

27 September 2005

Prepared for:

The British Galleries Concept Team of the Victoria &

Albert Museum

Prepared by:

Creative Research

11/12 The Green

London W5 5DA

: 0181 567 6974

Fax: 0181 567 6979

5.5 REDESIGN OF THE BRITISH GALLERIES ......................................................................................... 106

Table of Contents Page

1. INTRODUCTION................................................................................................................................. 1 1.1 BACKGROUND ................................................................................................................................. 1

1.2 AIMS & OBJECTIVES ........................................................................................................................ 1

1.3 METHOD ......................................................................................................................................... 3

1.4 CONTACTS...................................................................................................................................... 7

1.5 TARGET AUDIENCES........................................................................................................................ 8

1.6 VISITING GROUPS ......................................................................................................................... 10

1.7 SOCIAL GRADE DEFINITIONS.......................................................................................................... 10

1.8 SAMPLING TOLERANCES................................................................................................................ 11

1.9 NOTES TO THE TABLES .................................................................................................................. 13

2. SUMMARY & CONCLUSIONS ........................................................................................................ 14 2.1 DEMOGRAPHIC PROFILE (5.3.1/ 5.4.2) ........................................................................................... 14

2.2 REASONS FOR VISITING THE BRITISH GALLERIES (5.3.2/5.4.2)........................................................ 16

2.3 BEHAVIOUR IN THE GALLERIES (5.3.3)............................................................................................ 16

2.4 LEARNING IN THE BRITISH GALLERIES (5.3.4/5.4.3) ........................................................................ 18

2.5 LIKES, DISLIKES AND ASPIRATIONS (5.3.5/5.4.4) ............................................................................ 19

2.6 VARIATIONS BY TARGET AUDIENCE (5.3.6) ..................................................................................... 20

2.7 OPPORTUNITIES ............................................................................................................................ 23

3. WHO VISITS THE BRITISH GALLERIES? ..................................................................................... 27 3.1 DEMOGRAPHIC PROFILE OF THE SAMPLE........................................................................................ 27

3.2 COMPOSITION OF VISITOR GROUPS................................................................................................ 38

3.3 PATTERNS OF VISITING.................................................................................................................. 54

3.4 RELATED INTERESTS ..................................................................................................................... 54

3.5 THE BRITISH GALLERIES VISITOR PROFILE COMPARED TO THE V&A VISITOR PROFILE AND THE UK

POPULATION ....................................................................................................................................... 62

3.6 TARGET AUDIENCES...................................................................................................................... 64

4. BEHAVIOUR IN THE BRITISH GALLERIES .................................................................................. 76 4.1 ENTERING AND LEAVING THE GALLERIES ........................................................................................ 76

4.2 TIME SPENT IN THE BRITISH GALLERIES ......................................................................................... 80

4.3 AWARENESS OF THE TWO FLOORS................................................................................................. 86

4.4 INTENTION TO VISIT THE BRITISH GALLERIES .................................................................................. 88

4.5 BEHAVIOUR WITH RESPECT TO THE DISPLAYS AND INFORMATION .................................................... 93

4.6 DIFFERENCES IN BEHAVIOUR BY TARGET AUDIENCE ....................................................................... 99

5. GROUP SURVEY ........................................................................................................................... 101 5.1 SAMPLE ...................................................................................................................................... 101

5.2 MOTIVATION FOR THE VISIT.......................................................................................................... 102

5.3 CONTENT OF THE VISIT................................................................................................................ 102

5.4 EVALUATION OF THE VISIT............................................................................................................ 104

5.6 PERCEIVED VALUE OF THE VISIT .................................................................................................. 106

List of Tables Page

Table 1: Gender & Age Profile ................................................................................. 31 Table 2: Social Grade & Educational Level .............................................................. 32 Table 3: Residence .................................................................................................. 33 Table 4: Ethnic Origin............................................................................................... 34 Table 5: First & Second Language........................................................................... 35 Table 6: Type of Group ............................................................................................ 41 Table 7: Group Size ................................................................................................. 42 Table 8: Group Composition .................................................................................... 45 Table 9: Group Size (excluding organised groups) .................................................. 48 Table 10: Group Composition (excluding organised groups) ................................... 51 Table 11: Visits to the V&A....................................................................................... 57 Table 12: Visits to the British Galleries..................................................................... 58 Table 13: Membership of Related Organisations & Awareness of Other Collections59 Table 14: Special Interest in British Galleries........................................................... 61 Table 15: Target Audiences (percentages) .............................................................. 74 Table 16: Target Audiences (absolute numbers) ..................................................... 75 Table 17: Entering and Leaving Matrix..................................................................... 79 Table 18: Estimated Time Spent on Lower Floor ..................................................... 82 Table 19: Estimated Time Spent on Upper Floor ..................................................... 84 Table 20: Intention to Visit Both Floors..................................................................... 87 Table 21: Planned to Visit the British Galleries? ...................................................... 91 Table 22: Reasons for Planning to Visit the British Galleries ................................... 92 Table 23: Behaviour in the British Galleries (Displays)............................................. 95 Table 24: Behaviour in the British Galleries (Labels)................................................ 96 Table 25: Behaviour in the British Galleries (Information Panels) ............................ 97 Table 26: Behaviour in the British Galleries (Others) ............................................... 98 Table 27: Objectives of Visit & Galleries Visited by Organised Groups.................. 103

List of Figures Page

Figure 1: Estimated Time Spent On Lower Floor ..................................................... 83

Figure 2: Estimated Time Spent on Upper Floor ...................................................... 85

AUDIENCE RESEARCH FOR THE BRITISH GALLERIES Quantitative Research Findings (Volume 1)

-1-

Creative Research, 11/12 The Green, London W5 5DA

1. Introduction

1.1 Background

•

•

•

•

•

•

One of the major projects being undertaken at the Victoria and Albert Museum

is the refurbishment and redisplay of the 15 galleries known as the British

Galleries 1500-1900 with the reopening planned for 2001.

With the aid of funding from the Heritage Lottery fund, it is hoped to display

the collections in a way that will better meet the needs of certain identified

audiences. This research project explores the needs of these audiences and

the findings will be brought together with research on the collections to

develop an interpretative plan for the new gallery.

An initial, qualitative stage of research was carried out during early December

1996. The findings have been reported in an earlier report.

This report sets out the findings from a sample survey of visitors to the British

Galleries during late December 1996 and January 1997.

1.2 Aims & Objectives

The overall aim of the research is to provide a baseline for future audience

research which will allow the success of the new Galleries to be assessed. In

addition, the research provides valuable information to enable the Galleries to

be redesigned in such a way to meet better the educational needs of the

identified audiences. These audiences, defined in the Brief, are: Families,

Specialists, Independent Learners, Schools and Higher Education

groups, members of Minority Communities, Overseas Visitors and Local

Residents. See Section 1.5 for a definition of these audiences.

The specific objectives of the research are to provide information in a number

of areas. The primary requirements are as follows (numbers refer to those

used in the Brief):

5.3.1.


-2-


•

•

•

•

•

•

•

•

•

•

•

•

to identify the demographic profile of current visitors to the British Galleries (to

include children and groups)

to compare this profile to that of visitors to the Museum as a whole and to the

UK population

to record: normal place of residence, first language and ethnic origin

to record: whether registered disabled, level of education, previous frequency

of visits to the Museum and membership of clubs or societies related to

museum interests

5.3.2

to determine reasons for visiting the Galleries and when the decision is made

to visit them

5.3.3

to explore behaviour in the Galleries

to record: how long is spent there, points of entry and leaving

to record: what is looked at and remembered, whether labels and panels are

read

to record: other behaviour (sitting down, drawing, taking notes, etc.) and the

identity of, and interaction with, companions

5.3.4

to establish what has been learned from the British Galleries; what is new and

what confirms previous knowledge

to establish levels of understanding of what the Galleries are about and the

organising principles of the Galleries

to gauge the emotional and aesthetic experiences provided by the Galleries


-3-


•

•

•

•

•

•

•

•

•

5.3.5

reactions to the Galleries in terms of likes and dislikes and aspirations for the

new Galleries

5.3.6

to correlate responses to these issues to the audience types identified

5.4.2

to record: specific reasons for coming to the Museum (e.g. specialist interest,

personal project, as part of a course)

to record whether visitors seek out allied collections elsewhere

5.4.3

to explore visitors’ preferred learning styles and correlate these with

responses to the British Galleries

5.4.4

to gauge the preferred types of interpretative material and the appeal of

different mechanisms for interpretation.

1.3 Method

The research was carried out using a structured interview with visitors as they

were leaving the British Galleries. ‘Leaving the British Galleries’ was defined

as passing through one of the exits from the Galleries on the floor currently

being visited.

The questionnaire was developed on the basis of the qualitative study. A copy

of the questionnaire is included in the Appendix.

Interviewers were instructed to approach visitors in such a way as to ensure

we drew a random sample as far as possible. From our observational work,


-4-


we knew the traffic flow through the British Galleries was comparatively light

and the only cost effective method of working was to use a single interviewer

for each day of interviewing. In order to ensure all main exits from the

Galleries were covered equally, interviewers were instructed to proceed as

follows:

“At the start of each interviewer day, you should position

yourself at the Exhibition Road exit to the British Galleries on

the Lower Floor. You should attempt an interview at this exit

(see below who to select and how to select them). After

completing an interview or, if after 10 minutes you have failed to

start an interview, you should walk through the gallery to the

Ironwork exit on the Lower Floor and attempt to complete an

interview here. Once again, after completing an interview, or

waiting 10 minutes without finding an eligible visitor, you should

move on through the gallery to the Cromwell Road exit on the

Lower Floor. When you have carried out an interview here (or

waited 10 minutes without being able to do so), go up the stairs

to the Cromwell Road exit on the Upper Floor and attempt to do

an interview here. Follow this with interviews on the Upper Floor

at the Ironwork exit and, finally, at the Exhibition Road exit on

the Upper Floor. Now you should come back down the stairs to

the Exhibition Road exit on the Lower Floor and start the

process over again.

(N.B. on the Upper Floor there is, in fact, an additional exit into

Ceramics. Our observational work shows this exit is hardly ever

used and you should not attempt to complete interviews at this

location)

.

What to Do if the Museum is Very Quiet


-5-


You may find there are some occasions when the British

Galleries are very quiet. In this situation, if you have waited 10

minutes at a location without achieving an interview, move onto

the next interviewing location as directed above but if you pass

a visitor in the galleries while you are en route, you should

attempt to carry out an interview with this visitor.

Who to Interview & How to Select Them

All visitors to the British Galleries are eligible for interview. This

includes people who have walked quickly through without

stopping to look at anything in particular. You should explain

that we want to hear the views of everyone, no matter how long

or brief a stay they have made in the British Galleries.

You should not interview a member of Museum staff or anyone

who is not a visitor to the Museum. Children aged under 12

should not be interviewed (but you should attempt to interview

anyone aged over 11 accompanying younger children). Visitors

in organised groups are to be interviewed. In the case of a

school child visiting as part of a school trip (and who is aged

over 11) you may need to seek the agreement of a teacher first.

Please keep a record of all refusals. The front page of the

questionnaire allows you to code for all refusals (R1) until you

are able to start an interview proper.

On arrival at the next designated interviewing location (see

above), position yourself close to the exit in such a way that you

have a clear view of people as they are coming out of the British

Galleries. Draw an imaginary line on the floor across the exit

and approach the first person coming out of the British Galleries

to cross this line. Attempt to carry out an interview.


-6-


•

•

•

•

•

If you are successful, once the interview is completed, move on

to the next designated interviewing location and start over

again. If, however, you are unsuccessful, code at R1 the

reason, return to your position and repeat the exercise.

If the person you approach is a member of a group, you must

decide which member of the group to interview. You should

proceed as follows:

if the group had planned to visit the British Galleries as

part of their visit to the V&A, and one member of the

group had been the key decision maker, you should

attempt to interview this key decision maker

if the person you approach does not speak good enough

English but someone else in the group does, interview the

English speaking member

otherwise, you should attempt to interview the member of

the group who first crossed your imaginary line (unless

(s)he is under 12 years old, in which case proceed as

below)

if you cannot determine who crossed the line first (or if

this visitor is under 12 years old), you should attempt to

interview someone in the group who is as different as

possible from the last interview you completed (e.g. if you

have just interviewed an elderly man, you should now try

to interview a young woman, and so on).”

Interviewing took place over two time periods. The first was chosen to take in

a holiday period and was from Saturday 28 December 1996 until Wednesday

8 January 1997 (but excluding New Years Day and Monday 6 January). The

second period was selected to coincide with school term time and ran from


-7-


•

•

Saturday 18 January 1997 until Wednesday 29 January (but excluding

Monday 21 and 27 January ).

Interviewing days ran from 10.30 a.m. to 5.30 p.m. Tuesday through Sundays

and from 12.30 p.m. to 6.00 p.m. on Mondays. During this time, interviewers

were instructed to achieve as many interviews as possible.

1.4 Contacts

A total of 1012 people were contacted by our interviewers over the course of

the study. From these, a total of 252 interviews were carried out. A breakdown

of the contacts is given below.

n

members of staff 92

aged under 12 years 37

total no. of ineligible contacts 129 13% of all contacts

no time/refused 330

no common language 301

total no. eligible but not interviewed 631 62% of all contacts

71% of all eligible contacts

interviews achieved 252 25% of all contacts

29% of all eligible contacts

•

•

The refusal rate is high for this type of work. This may, in part, reflect the

timing of the study particularly the first wave of fieldwork which coincided with

the Christmas/New Year holiday.

We are unable to determine whether this high refusal rate had a significant

impact on our sample. Without evidence to the contrary, our assumption is

that the views of those people refusing to take part in the interview will be

broadly similar to those who participated.


-8-


•

•

−

−

−

The implications of the high proportion of non-English speaking visitors to the

Galleries is discussed later (see 3.1).

1.5 Target Audiences

A number of Target Audiences for the British Galleries was defined in the

Brief. For the purposes of our survey these audiences have been defined as

follows (questionnaire numbers and codes are given in brackets; a copy of the

questionnaire is provided in the Appendix - see Volume 2).

Further/Higher Educational Groups:

all visitors arriving at the British Galleries as part of an Art college,

some other type of college, a university or an Adult Education group

(C8, codes 7-9).

School Groups:

all visitors arriving at the British Galleries as part of a primary or

secondary school group or 6th Form College (C8, codes 5-6).

Independent Learners (a broad and a narrow definition was used):

either all visitors except those visiting as part of a formal educational

group (i.e. everyone except FE/HE and School Groups) (C8, all except

codes 5-9)

Or anyone who, in addition to meeting the above criterion, also meets

one of the following criteria:

planned to visit the British Galleries (Q7, codes 1-2)

belonged to a related club or Society (C15, code 2)

expressed a professional or amateur interest in the

subject matter (C19, codes 1-2)


-9-


−

•

−

−

could specify something they had learned from the British

Galleries (at Q18).

Specialists:

all visitors who stated they had either a professional or an amateur

interest in the subject matter (C19, codes 1-2).

Families:

all visitors visiting with other members of their family (C8, codes 2 or

4).

Local Residents:

all visitors residing within walking distance of the V&A (C3, code 1).

Ethnic Minorities:

all visitors residing within the UK who describe their ethnic origin as

non-white (C3, codes 1-4 and C6, codes 2-0)

Overseas Visitors:

all visitors residing overseas (C3, codes 5-7).

In addition to these target audiences, we have included three other groups of

visitors for further analysis:

UK Visitors (C3, codes 1-4) as a counterpoint to Overseas

Visitors

Visitors who Planned their visit to the British Galleries (Q7,

codes 1-2) and visitors who did not plan to visit the British

Galleries (Q7, codes 3-4).


-10-


•

•

•

1.6 Visiting Groups

During the course of the fieldwork, anyone visiting the British Galleries as a

member of an organised group (educational or otherwise, C8, codes 5-V) was

eligible for interview. Such visitors were interviewed in exactly the same way

as every other visitor and their replies were given the same ‘weight’ as other

respondents (In other words, although someone might have visited in a group

of 30 people, his or her views were treated as the opinions of a single visitor

and not the views of 30 visitors).

We were aware that the number of organised group visits was low (at least, in

terms of those who pre-booked their visit) and we anticipated interviewing only

a small number of such visitors as part of our normal interviewing procedures.

We were also aware that in order to fully understand the purpose behind such

visits, we would need to seek the views of the group leaders (i.e. the

individuals responsible for planning the visits). To this end, we supplemented

our interviewing with a self-completion questionnaire. Copies of this

questionnaire were mailed to all leaders of groups who pre-booked a visit to

the British Galleries during January. A copy of the self-completion

questionnaire can be found in the Appendix (Volume 2). The results of this

postal survey are reported in Section 5.

1.7 Social Grade Definitions

When describing the demographic profiles of visitors to the British Galleries

we refer to the Social Grade system of classification. This consists of six

categories which are defined on the basis of the occupation of the Head of

Household or Chief Wage Earner. These are illustrated below:


-11-


Social Grade Occupation of Head of Household

A. Upper Middle Class Higher managerial, administrative or professional

B. Middle Class Intermediate managerial, administrative or professional

C1. Lower Middle Class Supervisor or clerical and junior managerial, administrative or professional

C2. Skilled Working Class Skilled manual workers

D. Working Class Semi-and unskilled manual workers

E. Those at the lowest level of subsistence

State pensioners, etc, with no other earnings

1.8 Sampling Tolerances

•

•

•

The sample tolerances that apply to the percentage results in this report are

given below. This shows the possible variation that might be anticipated

because a sample, rather than the entire population, was interviewed.

For example, on a question where 50% of the people in a sample of 250

respond with a particular answer, the chances are 95 in 100 that this result

would not vary more than 6 percentage points, plus or minus, from a complete

coverage of the entire population using the same procedures. However, it is

not true to conclude that the ‘actual’ result (95 times out of 100) lies anywhere

between 44% and 56% - it is proportionately more likely to be closer to the

centre of this band (i.e. to be 50%) than lie at the extreme of this band (i.e. to

be 44 or 56%).

As indicated below, the sampling tolerances vary with the size of the sample

and the size of the percentage results.


-12-


Size of Sample on which Survey Result is Based

Approximate Sampling Tolerances Applicable to Percentages at

or near these Levels

10% or 90% ±

30% or 70% ±

50% ±

250 Interviews 4 6 6

200 interviews 4 6 7



50 Interviews 8 13 14

• Tolerances are also involved in the comparison of results from different parts

of the sample. A difference, in other words, must be of at least a certain size

to be considered statistically significant. Below is a guide to the sampling

tolerances applicable to comparisons.

Size of Sample Compared Differences required for significance at or near these

percentage levels *

10% or 90% ±

30% or 70% ±

50% ±

250 and 250 5 8 9

250 and 100 7 11 12

250 and 50 9 14 15

100 and 100 8 13 14

100 and 50 10 16 17

50 and 50 12 18 20

* Based on 95 chances in 100.


-13-


•

•

•

•

For example, the difference between two percentage results of say 24% and

32% would almost certainly be statistically significant when based on a

sample of 250 interviews each. However, if these results occurred based on

samples of 250 and 50 interviews respectively, the difference would almost

certainly not be statistically different.

1.9 Notes to the Tables

Where percentages in tables do not add up to exactly 100%, this may be due

to computer rounding or, where respondents could give more than one

answer to a question, to multiple response answers.

Values of less than 0.5 percent have been rounded down to zero.

Mean score calculations are computed from the raw data.


-14-


2. Summary & Conclusions

We have summarised the main findings under the primary requirements set

out in the Brief.

2.1 Demographic Profile (5.3.1/ 5.4.2)

•

•

•

•

•

•

•

The British Galleries currently attracts a predominantly adult audience that is

upmarket in terms of its social grade and highly educated. In contrast, the

Galleries are not currently attracting visits by groups which include children in

them (see pp 27-28 ).

A high proportion of overseas visitors visit the British Galleries and language

barriers may be an issue here since as many as one in three people visiting

the British Galleries may have a poor grasp of English (see pp 28-30).

French and German were the most commonly spoken languages after English

in our sample (but we do not know what languages were spoken by a third of

the people we contacted and could not interview) (see p28-30).

The Galleries appear to attract relatively few non-White visitors (although our

estimates may be effected by the language barrier if the proportion of non-

Whites was higher among those visitors without English) (see p28).

Five visitors in our sample said they had some form of disability; none of them

admitted to being Registered Disabled. One of these visitors required seating

to be made available and another needed access to water (see p30).

The number of organised groups (including educational groups) in our sample

was very small (4% of respondents were from such groups). An analysis of

the number and type of educational groups who book to use the British

Galleries compared with the number and type using the rest of the Museum

should throw more light on this (see pp 38-39).

When organised groups are excluded from the analysis, half of all visitors to

the British Galleries came by themselves and four out of every ten visitors


-15-


•

•

•

•

•

came as a couple. Nine out of ten visitors were adults visiting without children

(see p40).

Half of our sample were first time visitors to the V&A while ¾ were visiting the

British Galleries for the first time. Even when overseas visitors are excluded,

over two-thirds of visitors were visiting the British Galleries for the first time. In

contrast, a small proportion of visitors were frequent visitors to the British

Galleries. This finding suggests that the majority of visitors do not find the

British Galleries sufficiently stimulating to warrant repeat visits (see p54).

Twelve percent of visitors to the British Galleries were members of

organisations they considered to be related to the subject matter of the

Galleries. These organisations ranged from the relatively mainstream (such

as The National Trust) to the more unusual (such as the CPA Medieval

Society) (see pp 54-55).

Nearly a third of visitors could suggest other collections or places which they

felt were similar to the British Galleries. The majority of the suggestions were

either other museums or stately homes/houses open to the public (see pp 54-

56).

Compared to the V&A as a whole, our sample of visitors to the British

Galleries contained a higher proportion of men and of visitors aged between

18 to 44 years. Slightly fewer overseas visitors were present in our sample.

These differences might be a result of seasonal factors, especially related to

the earlier fieldwork period which corresponded with the Christmas holidays

(husbands more likely to accompany partners at this time?). The weather

during January was also notably colder than in recent years (fewer tourists

visiting?) (see pp 62-64).

There was also evidence that the British Galleries appeals more to the solus

visitor: we found a higher proportion in our sample of people visiting by

themselves compared to the rest of the Museum (see p64).


-16-


•

•

−

−

−

−

•

•

•

Compared to the UK population as a whole, the British Galleries attracts

proportionately fewer younger and older visitors, people from social grades

C2DE and people who have achieved lower educational levels (see p64).

All eight of the target audiences identified in the Brief were present in our

sample. However, some of these audiences made up a small proportion of the

total audience (educational groups, local residents and ethnic minorities). Four

of the target audiences were present in large numbers:

Specialists (23%)

Independent Learners (62%)

Families (31%)

Overseas Visitors (44%) (See pp 64-72).

2.2 Reasons for Visiting the British Galleries (5.3.2/5.4.2)

Three-quarters of the visitors we interviewed had no particular intention to visit

the British Galleries. Of the remainder, just over half had planned their visit

before coming to the Museum (see p87).

Those visitors who had intended to visit the British Galleries included those

with a personal interest, those with a professional interest and those visiting in

connection with their studies (see pp 87-89).

2.3 Behaviour in the Galleries (5.3.3)

A small proportion of visitors spent considerable periods of time in the British

Galleries (anything between half an hour and one and a half hours on any one

floor). In sharp contrast, a high proportion of visitors spent relatively short

periods of time in the Galleries, typically less than 10 minutes on either floor

(see pp 79-80).


-17-


•

•

•

•

−

−

−

More visitors found their way to the Lower Floor and relatively fewer found

their way to the Upper Floor. On any one floor, the probability of someone

visiting the whole floor would appear to be less than 0.5 (see p 75).

The Exhibition Road entrance on the Lower Floor is the most commonly used

place of entry (it is also the most commonly used exit!). Based on the pattern

of entering and leaving, if the Concept Team want to establish a single ‘route’

through the Galleries, the most effective ‘route’ would appear to be as it is

now, i.e. enter at Exhibition Road end on the Lower Floor, proceed to the

Cromwell Road exit and go upstairs to the Upper Floor, continue back down to

the Exhibition Road exit on this floor (see pp 75-77).

Whilst in the Galleries, most visitors looked at some displays and read some

labels and information panels. When visitors were visiting with other people,

they would often discuss amongst themselves the objects on display. Other

behaviour (e.g. talking to attendants, making notes, etc.) were carried out by

only a handful of visitors (see pp 92-93).

Taken together, the behavioural data suggests that visitors to the British

Galleries fall into one of three broad behavioural types:

those with a purpose who spend considerable time in the

Galleries, look at many of the displays and read labels and

information panels; this group might comprise some 15 percent

of our sample

at the other extreme, other visitors simply happen upon the

Galleries and walk through them quickly only stopping, if at all,

at a handful of displays; we would estimate this group to

comprise approximately 20 percent of our sample

in the middle (and representing perhaps two-thirds of visitors)

are those people who also have no particular intention to visit

the Galleries but are, perhaps, wandering around taking in

whatever they come across. They walk through the Galleries at


-18-


•

−

−

−

•

•

•

a leisurely pace, stopping every now and again at displays which

attract their interest.

It is quite clear from our study that different visitors are attracted by, and

recall, a wide range of different displays in the British Galleries. However,

those aspects of the Galleries visitors found most interesting included:

items of furniture (e.g. the Great Bed of Ware)

the room reconstructions

specific items or types of decorative objects (e.g. ceramics) (see

pp 121-123 ).

2.4 Learning in the British Galleries (5.3.4/5.4.3)

Despite the lack of any obvious title to the Galleries (or anything else that

clearly defines the British Galleries as a coherent, related set of Galleries),

visitors do have an appreciation of what the Galleries are about. In a nutshell,

this can be summed up as ‘British furniture through the ages’. However, many

visitors found it difficult to identify any organising principle for the Galleries

other than to suggest chronology (see pp 106-107, 113).

Perhaps the most surprising result from the survey was the low ratings given

by so many visitors when asked to indicate how much they had learned from

their visit to the British Galleries. Clearly, visitors’ perceptions of learning are

not necessarily a good indicator of whether, or how much, learning has taken

place. Thus, one reason for the low ratings was because some visitors do not

consider ‘looking and appreciating’ to be a form of learning (see pp 141 &

144).

Nevertheless, while not wishing to understate the importance of the visual

experience when visiting the British Galleries, the findings provide a challenge

for the redevelopment of the Galleries:


-19-


−

•

•

−

−

−

−

•

•

how to ensure more visitors can, and do, learn from their visit

while not compromising the desire of many visitors to simply

stand and admire beautiful objects.

The issue of preferred learning styles was only addressed indirectly by this

study. It is a topic of considerable complexity and could not be answered

without a much more detailed study involving in-depth observational and

interviewing procedures.

Nevertheless, we can draw some conclusions based on the data we have

collected. These are summarised below:

the proportion of visitors carrying out self-motivated, purposive

behaviour (such as taking notes, making sketches) was small

where visitors are in groups, social interaction and discussion is

an important behaviour (and labels or information which

stimulate such behaviour could therefore enhance the learning

experience)

a majority of visitors look at some, if not most of the displays,

and for some visitors the visual experience is clearly the most

important

while the labels and information panels were read, there was a

clear desire for more interpretation of the objects and for a range

of display methods to be adopted.

Further, qualitative research will be able to provide a greater appreciation of

the question of learning styles.

2.5 Likes, Dislikes and Aspirations (5.3.5/5.4.4)

While we found evidence to suggest less learning is going on in the British

Galleries than perhaps one would expect or hope for, we also found evidence

that the majority of visitors found something which stimulated their interest.


-20-


•

−

−

−

−

•

•

•

•

Once again, it tended to be the furniture, the room reconstructions and

individual decorative objects which stimulated the most interest (see pp 121-

123).

The British Galleries contains a large number and variety of objects and we

have already commented on the importance of the visual experience.

However, we also found a strong desire to see these objects interpreted in

such a way that visitors can find out more about them:

how were they made?

how were they used?

who were the designers, manufacturers and craftsmen

responsible for the objects?

which are the most significant objects and what makes them so?

(see pp 160-162)

Some visitors would have liked to have seen a more hi-tech, interactive

method of interpretation. The majority of existing visitors to the British

Galleries would prefer a more personal style: talking to members of staff

about the objects or listening to a taped commentary (see pp 160-162).

Given the range of people who currently visit the British Galleries, plus

(presumably) a desire to attract new visitors to the Galleries, an approach to

interpretation which uses a variety of display methods will probably be

needed.

2.6 Variations by Target Audience (5.3.6)

The following differences were observed.

Specialists

These visitors were more likely to be aged 35-44 years old (but not exclusively

so), to be educated to at least degree level and to be regular visitors to the


-21-


•

•

•

•

•

•

•

Museum. Although some of them were regular visitors to the British Galleries,

two-thirds of them were visiting the Galleries for the first time. This suggests

that many Specialists also find little in the British Galleries to motivate repeat

visits (see p 67).

Not surprisingly, Specialists are more likely to belong to other, related

organisations and to visit similar collections elsewhere (see p 67).

They spent longer visiting the Lower Floor (but not the Upper Floor), were

more likely to have planned their visit to the British Galleries and spent more

time looking at the displays and reading information. They were more likely to

indulge in note taking and to make sketches (see p98).

Given their interest in the subject matter and, for some, at least, their

regularity of visiting the British Galleries, they were more able to suggest what

the British Galleries is about, to be aware of the chronology and the start and

end point of the Galleries (see p 116).

They were least interested in computer-based methods of interpretation (see

p 163).

Independent Learners

This audience incorporates Specialists so, not surprisingly, the two share

much in common. They were more likely to be aged 35-44 years old, to

belong to related organisations [by definition] and to be aware of similar

collections (see pp 68-69).

Their behaviour in the British Galleries mirrors that of Specialists as did their

appreciation of the organisation of the British Galleries (see above).

They gave the highest interest ratings for the British Galleries and were more

likely to find the Galleries more interesting than other parts of the V&A (see p

139).


-22-


•

•

•

•

•

•

•

They also gave higher learning ratings and were more likely to feel they

learned more from the British Galleries compared to other parts of the V&A

(see p 159).

Families

These visitors were more likely to be aged 45-54 years old, reflecting the

tendency of this group to visit in adult-only groups. In this respect, the label

Families might be misleading since it normally implies adults and children

visiting together (see p 69).

While they were more likely to talk about what they had seen with each other,

Families were also more likely to take only a quick look at the displays in the

British Galleries (see p 98).

They were less likely to be aware of an intended start and end to the Galleries

(see p 116).

Overseas Visitors

Compared to UK Visitors, Overseas Visitors were more likely to be female

and less likely to have English as a first (or second) language. They tended

not to visit in large groups or in groups which included teenagers. Not

surprisingly, they were more likely to be first time visitors to both the V&A and

the British Galleries (see p 71).

When it came to levels of learning, they gave higher rating scores (see p 159).

They were less likely to consider the style of presentation in the British

Galleries to be ‘old fashioned’ (perhaps part of the charm?) and, not

surprisingly, were more interested in an audio tour (ideally, in their own

language) (see p 163).


-23-


•

•

•

•

•

•

Those Who Planned Their Visit

We defined one further target audience as worth describing, namely those

who planned their visit to the British Galleries. Compared to visitors who did

not plan their visit, this group were more likely to be visiting by themselves

and were more likely to be repeat visitors to the British Galleries.

Nevertheless, nearly two-thirds of them were visiting the British Galleries for

the first time (see p 72).

In keeping with their having a purpose behind their visit, they spent longer on

the Lower Floor, were more likely to appreciate that the Galleries are located

on two floors, spent more time looking at the displays and reading the

information provided and were more likely to take notes and make sketches

(see p 99).

They gave higher interest and learning ratings (see pp 139 & 159).

They were more likely to appreciate the existing light levels in the Galleries

and they were less interested in seeing video or slides as a method of

interpretation (see p 163).

2.7 Opportunities

We have been invited, on the basis of the research reported here and our

other experience of museum research, to put forward our suggestions for

actions the Concept Team might take, including further research. We put

forward our thoughts in the form of opportunities for the new British Galleries.

2.7.1 Opportunities to Widen the Appeal

The Galleries currently attract well educated visitors who are (nearly always)

adults who are (often) visiting by themselves. It is not surprising, therefore, to

discover that Specialists and Independent Learners were well represented

in our sample.


-24-


•

−

−

−

There is clearly an opportunity to widen the appeal of the British Galleries. In

particular, the new Galleries could seek to attract a greater proportion of:

less well educated visitors

casual visitors (i.e. not just Specialists or Independent

Learners)

families, especially parents visiting with their children

−

•

•

•

−

−

•

Primary and Secondary School groups.

Our recommendation is not to attract these new audiences at the expense of

the current audiences but to design the new Galleries to appeal to all these

audiences.

2.7.2 Opportunities to Increase the Number and Frequency of Visits

The majority of visitors to the current Galleries arrive in the Galleries by

chance. Moreover, there is clear evidence to show that having done this on

one occasion, visitors are reluctant to repeat the experience.

The opportunities here are considerable and include:

make the new Galleries the main reason for coming to the V&A

in the first place - it should be high on the list of galleries ‘I must

visit while at the V&A’

make the experience of visiting the new Galleries such that

visitors will want to re-visit.

2.7.3 Opportunities to Increase the Time Spent in the Galleries and Encourage

Visitors to See all of the Galleries

Not surprisingly, given the current state of affairs, most visitors find it difficult

to perceive the British Galleries as any sort of coherent whole and this, itself,

may underlie some of our other observations:


-25-


−

•

−

−

•

•

−

−

•

•

•

•

for example, it is difficult for visitors to plan to visit something

which, on the face of it, has no obvious existence!

As well as making the British Galleries a coherent, identifiable entity, visitors

need to be provided with both a physical and conceptual orientation:

where an I physically within the Galleries and where can I go to

next?

where am I in terms of the themes or stories being narrated and

where can I go next?

The aim here should be to allow visitors to make informed decisions about

their visit instead of wandering around aimlessly.

2.7.4 Opportunities for Improved Communication/Learning

The aim here should be to satisfy two particular desires:

the desire to simply stand and admire objects

the desire to know more about those objects.

2.7.5 Opportunities for Using a Variety of Display Techniques

Although the current audience showed a preference for a more traditional

form of display, there were also significant sub-groups of visitors who were

keen to see a range of interpretative methods used.

Given the size of the Galleries, there is clearly a need to prevent ennui

building up from the continuous use of similar display methods.

More importantly, in our view, the only way to realise the first four

opportunities is by providing this variety.

2.7.6 Next Steps

The next steps, as we see them, are as follows:


-26-


−

−

−

•

−

−

•

to determine which audiences, in particular, the new Galleries

should appeal to

to develop initial ideas for the new Galleries in terms of the

objects involved, the themes or stories to be told, the methods of

interpretation to be used

to carry out qualitative research (probably focus groups) among

the key audiences.

Experience suggests such research is best carried out early in the process

before:

resources and effort have been too heavily invested

the Team have psychologically committed itself to particular

ideas.

Whereas the current research has provided a firm benchmark for the British

Galleries as they now exist, the next stage of research needs to provide

insights and guidelines for the British Galleries of the future.


-27-


3. WHO VISITS THE BRITISH GALLERIES?

3.1 Demographic Profile of the Sample

•

•

−

−

•

−

−

−

•

A total of 252 visitors were interviewed as they were leaving the British

Galleries. The sample consisted of equal proportions of men and women.

The age profile was predominantly adults aged between 18 and 54 years with

only 15 percent of the sample older than 55 years and just 2 percent aged

under 18 years (see Table 1).

The age profile of our sample does not necessarily reflect the profile of all

visitors to the British Galleries for two reasons:

children aged less than 12 years were not interviewed

where visitors were visiting in a group which included children, it

was normally an adult member of the group who was

interviewed.

We can, however, estimate the impact of these two factors on the age profile.

Whenever a visitor was visiting with other people, we recorded details of the

other members of the group. Our sample of 252 respondents were visiting

together with a further 635 people and the age profile of these 887 visitors

was:

74% aged 18 years and over

25% aged 12-17 years

1% aged less than 12 years.

Another method of estimating the age profile is to factor in all the visitors that

were approached for an interview but who either refused or were ineligible

because they were below the age of 12 years or they had insufficient English

to complete the interview. In addition to the 252 respondents, a further 668


-28-


−

−

−

•

•

•

•

visitors were approached but not interviewed. The estimated age profile of

the 920 visitors contacted during the course of the study was:

71% aged 18 years and over

25% aged 12-17 years

4% aged less than 12 years.

Whichever method we used to estimate the age profile of visitors to the British

Galleries, it is clear that a majority of visitors (at least seven in every 10) were

adults and that only a very small proportion of young children visit the

galleries.

Nearly nine out of every ten visitors interviewed were from social grades

ABC1, while 60 percent had been educated to at least degree level, and over.

80 percent had been educated to A level standard (or its equivalent) (see

Table 2).

Just over half the sample (56%) were UK visitors. The majority of overseas

visitors came from Europe or North America (nearly nine out of ten overseas

visitors were European or North American).

Visitors resident in Europe (n=48) were further analysed in terms of their first

language; the result is shown below.

German 25% Spanish 6%

English 15% Swedish 4%

Dutch 10% Turkish 4%

Danish 6% Czech 2%

French 6% Georgia 2%

Greek 6% Hungarian 2%

Italian 6% Polish 2%


-29-


•

•

Nearly 90% of visitors described their ethnic origin as White. English was the

first language for ¾ of the sample, while 94% had English as their first or

second language. German was the next most common first language after

English, although when first and second languages are considered, French

was more commonly spoken (see Tables 4 to 5).

Further analyses were carried out to establish the first and second languages

of those respondents for whom English was not their first language (n=63).

The results are presented below.

First Language n=68

%

Second Language n=68

% English --- 76 Dutch 8 ---

German 24 2 Japanese 8 --- Spanish 8 3 Danish 6 --- French 6 6 Greek 5 --- Italian 5 2

Portuguese 5 2 Swedish 5 --- Turkish 3 2 Bengali 2 --- Chinese 2 2 Creole 2 --- Czech 2 ---

Georgian 2 --- Hebrew 2 ---

Hungarian 2 --- Korean 2 ---

Mandarin 2 --- Polish 2 ---

no second language --- 6


-30-


•

•

•

As the above figures illustrate, three-quarters of visitors whose first language

was not English, spoke English as their second language. This still leaves 3%

of our sample (n=15) who did not have English as their first or second

language. Their first and second languages are summarised below.

First Language n=15

%

Second Language n=15

% German 33 7 Spanish 13 13 Danish 7 --- Dutch 7 ---

Georgian 7 --- Greek 7 ---

Hungarian 7 --- Italian 7 7

Japanese 7 --- Turkish 7 7 French --- 27 Chinese --- 7

Portuguese --- 7 no second language --- 27

These estimates of the proportion of overseas visitors and the incidence of

English speaking among visitors to the British Galleries are over-estimates

since we were only able to interview visitors with a sufficient grasp of English.

When this is taken into account, as many as 33% of visitors to the British

Galleries did not have sufficiently good English to be interviewed.

Two percent of visitors reported having a disability which might affect their

visit; none of these admitted to being registered disabled. When asked what

assistance they might require from the V&A with respect to their disability, one

visitor required seating and another visitor needed water to be available.


-31-


Table 1: Gender & Age Profile Indep Over Planned to Visit BG Total Specialist Learner Family seas UK Yes No

n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

GENDER

male 50% 51% 51% 46% 39% 58% 49% 50%

female 50% 49% 49% 53% 61% 42% 51% 50%

AGE

12-13 years 0% 0% 0% 0% 0% 0% 0% 0%

14-15 years 0% 0% 0% 0% 0% 1% 0% 1%

16-17 years 2% 0% 1% 3% 2% 1% 0% 2%

18-24 years 19% 10% 19% 8% 20% 18% 18% 19%

25-34 years 25% 27% 21% 18% 26% 23% 27% 24%

35-44 years 20% 31% 25% 19% 21% 19% 25% 18%

45-54 years 19% 17% 17% 33% 18% 19% 16% 19%

55-64 years 11% 12% 12% 14% 9% 13% 7% 12%


-32-


65+ years 4% 3% 5% 5% 4% 5% 4% 4% Table 2: Social Grade & Educational Level

Indep Over Planned to Visit BG Total Specialist Learner Family seas UK Yes No

n= 252 59 155 78 110 142 67 185

SOCIAL GRADE

A 6% 8% 6% 10% 6% 5% 3% 6%

B 41% 42% 43% 45% 42% 41% 40% 42%

C1 40% 34% 38% 35% 41% 39% 37% 41%

C2DE 9% 10% 7% 6% 6% 12% 11% 8%

n.a. 4% 5% 5% 4% 5% 4% 7% 3%

What is the highest level of educational qualification you have achieved?

School certificate 1% 2% 1% 3% 0% 2% 0% 2%

GCSE or equivalent 10% 7% 8% 13% 10% 10% 7% 11%

A level or equivalent 22% 8% 20% 19% 22% 23% 19% 23%

First degree or equivalent 38% 46% 42% 29% 41% 37% 48% 35%

Masters degree or equivalent 14% 24% 15% 17% 16% 12% 12% 15%

PhD or equivalent 8% 12% 9% 12% 11% 6% 7% 9%


-33-


Other 3% 0% 2% 4% 0% 5% 0% 4%

None 3% 2% 3% 1% 0% 5% 3% 3% Table 3: Residence


n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

PERMANENT PLACE OF RESIDENCE

Local resident 3% 2% 3% 4% 0% 6% 1% 4%

Greater London 19% 15% 19% 8% 0% 34% 25% 17%

South East/Home Counties 17% 15% 17% 23% 0% 31% 18% 17%

Rest of UK 17% 24% 18% 21% 0% 30% 15% 17%

Europe 19% 19% 21% 17% 48% 0% 18% 19%

North America (USA/Canada) 19% 19% 17% 26% 47% 0% 18% 19%

Japan 1% 3% 2% 0% 3% 0% 1% 1%

Brazil 0% 0% 0% 1% 1% 0% 0% 1%

Australia 2% 0% 1% 1% 5% 0% 1% 3%

S Africa 0% 2% 1% 0% 1% 0% 0% 1%


-34-


Rest of the World (one each from India, Israel, Malaysia, Taiwan)

2% 2% 1% 0% 4% 0% 1% 2%

Table 4: Ethnic Origin Indep Over Planned to Visit BG

Total Specialist Learner Family seas UK Yes No n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

How would you describe your ethnic origin?

White 89% 85% 86% 96% 85% 92% 85% 90%

Black Caribbean 0% 0% 0% 0% 0% 1% 0% 1%

Indian 1% 0% 1% 1% 1% 1% 0% 1%

Chinese 1% 0% 1% 0% 1% 1% 1% 1%

Refused/n.a. 4% 8% 5% 1% 5% 3% 7% 2%

Others 7% 7% 8% 2% 8% 6% 7% 8%


-35-


Table 5: First & Second Language

First Second n= 252 252

% %

100 100

C7. FIRST and SECOND language

English 75% 19%

German 6% 5%

Chinese 0% 0%

Dutch 2% 1%

French 2% 19%

Japanese 2% 0%

Spanish 2% 4%

Italian 1% 1%

Other 10% 4%

No second language 46%


-36-


Table 5: First & Second Language (cont)

Indep Over Planned to Visit BG

Total Specialist Learner Family seas UK Yes No

FIRST LANGUAGE

English 75% 76% 74% 81% 55% 91% 75% 75%

Chinese 0% 0% 0% 0% 0% 1% 0% 1%

Dutch 2% 0% 1% 1% 4% 0% 1% 2%

French 2% 0% 2% 0% 3% 1% 0% 2%

German 6% 7% 6% 4% 11% 2% 12% 4%

Italian 1% 2% 1% 0% 3% 0% 1% 1%

Japanese 2% 3% 3% 0% 3% 1% 3% 2%

Spanish 2% 3% 3% 1% 3% 1% 1% 2%

Other 10% 8% 10% 13% 20% 3% 6% 12%


-37-


Table 5: First & Second Language (cont)



SECOND LANGUAGE

English 19% 15% 20% 14% 35% 7% 16% 20%

Chinese 0% 0% 0% 0% 0% 1% 0% 1%

Dutch 1% 2% 1% 0% 2% 0% 1% 1%

French 19% 27% 21% 18% 12% 24% 19% 18%

German 5% 7% 5% 6% 5% 4% 6% 4%

Italian 1% 5% 2% 0% 1% 1% 4% 0%

Japanese 0% 0% 1% 1% 1% 0% 0% 1%

Spanish 4% 7% 3% 8% 7% 1% 6% 3%

Other 4% 3% 4% 4% 6% 2% 3% 4%

No second language 46% 34% 42% 47% 31% 58% 40% 48%


-38-


•

•

•

−

−

−

−

•

3.2 Composition of Visitor Groups

3.2.1 The Total Sample

Just under half the sample (46%) were visiting the British Galleries by

themselves and a similar proportion (49%) visited in a social group either with

other members of their family (30%) or with friends (18%) or, in a small

number of cases (1%) friends and family (see Table 6).

4 percent of our sample came in an educational group (1% secondary

schools, 2% Art College, 1% university/college). Only one visitor was part of

a group organised by an association/society (NADFAS). We did not interview

any visitors visiting as part of a primary school group. These estimates for

educational groups are likely to be underestimates due to the timing of the

interviewing (the first wave of interviewing took place during the Christmas

holiday period) (see Table 6).

Although the average number of visitors in a group was 3.6 people, the

average is unduly influenced by a very small number of larger groups. A

more representative picture of the size of groups to the British Galleries is as

follows:

visiting alone 46%

visiting as a couple 37%

visiting in a group of 3-4 people 9%

visiting in larger groups 8% (see Table 7).

While 3 percent of visitors came in a group which contained under tens, and

9% came in a group which included teenagers, the majority (88%) were adults

who either visited alone or with one other adult (see Tables 7-8).


-39-


•

3.2.2 Organised Groups

Eleven visitors in our sample (4 percent) visited in organised groups of one

kind or another. A breakdown of these groups is given below.

Type of Group Total Group Size

No. Aged 10-18 yrs

No. Aged over 18 yrs

Art College 150 100 50

Art College 50 1 49

Art College 20 --- 20

Art College 16 --- 16

Art College 8 --- 8

Art College 7 --- 7

College/University 50 40 10

College/University 30 --- 30

Secondary School 50 47 3

Secondary School 29 19 10

Association/Club (NADFAS) 40 --- 40

average 41 19 22

•

•

Those eleven respondents were included in the main analysis of the survey

findings - excluding them has no significant impact on the results. The

exception to this is when we consider group sizes and composition since, as

can be seen from above, they tended to visit in groups of twenty or more.

If we exclude these eleven visitors from our analysis, we get a more accurate

representation of the group composition for the majority of visitors to the

British Galleries.


-40-


•

−

−

−

•

The average group size for visitors not visiting as part of an organised group

was 1.9 people with:

49% visiting alone

39% visiting as a couple

12% visiting in groups of three or more people (see Table 9).

Three percent of visitors were in groups which included under ten year olds,

seven percent were in groups which included teenagers and 90% were adults

visiting either alone or with other adults only (see Table 9-10).


-41-


Table 6: Type of Group Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

TYPE OF GROUP

Visiting alone 46% 46% 47% 0% 45% 48% 58% 42%

Visiting with family 30% 31% 32% 96% 29% 30% 28% 30%

Visiting with friends 18% 22% 19% 0% 23% 15% 10% 21%

Family & friends 1% 0% 1% 4% 3% 0% 1% 1%

Primary school group 0% 0% 0% 0% 0% 0% 0% 0%

Secondary school/6th F. college 1% 0% 0% 0% 0% 1% 0% 1%

Art College 2% 0% 0% 0% 0% 4% 1% 3%

College/university 1% 0% 0% 0% 1% 1% 0% 1%

Adult Education group 0% 0% 0% 0% 0% 0% 0% 0%

Organised holiday group 0% 0% 0% 0% 0% 0% 0% 0%

Association or society group 0% 2% 1% 0% 0% 1% 0% 1%

Some other type of group 0% 0% 0% 0% 0% 0% 0% 0%


-42-


Table 7: Group Size Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

What is the total number of people in your group? Please include yourself and all others including children.

5 or more 8% 7% 6% 8% 6% 8% 6% 9%

3 to 4 9% 11% 10% 19% 12% 7% 14% 7%

2 37% 36% 37% 73% 36% 37% 22% 42%

1 46% 46% 47% 0% 45% 48% 58% 42%

Mean group size 3.6 2.5 2.2 2.6 2.2 4.6 1.9 4.1

What is the total number of children aged under ten in your group?

2 2% 0% 2% 4% 1% 2% 4% 1%

1 2% 2% 3% 5% 0% 3% 3% 1%

0 97% 98% 95% 91% 99% 95% 93% 98%

Mean % 0.0 0.0 0.1 0.1 0.0 0.1 0.1 0.0


-43-


Table 7: Group Size (cont) Indep Over Planned to Visit BG


What is the total number of children aged between 10 and 18 in your group?

100 0% 0% 0% 0% 0% 1% 0% 1%

47 0% 0% 0% 0% 0% 1% 0% 1%

40 0% 0% 0% 0% 0% 1% 0% 1%

19 0% 0% 0% 0% 0% 1% 0% 1%

3 0% 0% 0% 1% 1% 0% 0% 1%

2 2% 3% 2% 5% 3% 1% 1% 2%

1 5% 3% 5% 14% 4% 6% 4% 5%

0 91% 93% 93% 79% 93% 90% 94% 90%

Mean % 0.9 0.1 0.1 0.3 0.1 1.5 0.1 1.2


-44-


Table 7: Group Size (cont) Indep Over Planned to Visit BG


What is the total number of adults aged 18 and above in your group?

50 0% 0% 0% 0% 0% 1% 0% 1%

40 0% 2% 1% 0% 0% 1% 0% 1%

30 0% 0% 0% 0% 1% 0% 0% 1%

20 1% 0% 1% 0% 0% 1% 0% 1%

16 0% 0% 0% 0% 0% 1% 0% 1%

10 1% 0% 0% 0% 0% 1% 0% 1%

8 1% 0% 1% 1% 1% 1% 3% 0%

7 1% 0% 1% 0% 1% 1% 0% 1%

5 1% 2% 1% 1% 2% 0% 0% 1%

4 2% 3% 2% 4% 2% 1% 4% 1%

3 5% 8% 5% 8% 8% 2% 4% 5%

2 38% 37% 38% 77% 40% 36% 30% 41%

1 50% 47% 50% 9% 45% 53% 58% 46%

0 0% 0% 1% 0% 0% 1% 0% 1%

Mean % 2.6 2.4 2.0 2.2 2.1 3.0 1.7 2.9


-45-


Table 8: Group Composition Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

% under 10 yrs

50 2% 0% 3% 5% 1% 3% 4% 1%

33 0% 2% 1% 1% 0% 1% 0% 1%

25 1% 0% 1% 3% 0% 1% 3% 0%

0 97% 98% 95% 91% 99% 95% 93% 98%

Mean % 1.3 0.6 1.8 3.6 0.5 2.0 3.0 0.7

% aged 10-18 yrs

94 0% 0% 0% 0% 0% 1% 0% 1%

80 0% 0% 0% 0% 0% 1% 0% 1%

67 0% 0% 0% 0% 0% 1% 0% 1%

66 0% 0% 0% 0% 0% 1% 0% 1%

60 0% 0% 0% 1% 1% 0% 0% 1%


-46-


Table 8: Group Composition (cont) Indep Over Planned to Visit BG

Total Specialist Learner Family seas UK Yes No 50 4% 3% 3% 10% 3% 4% 0% 5%

40 1% 2% 1% 3% 1% 1% 1% 1%

33 0% 0% 1% 1% 1% 0% 0% 1%

25 1% 0% 1% 4% 1% 1% 3% 1%

20 0% 2% 1% 1% 1% 0% 1% 0%

2 0% 0% 0% 0% 0% 1% 0% 1%

0 91% 93% 93% 79% 93% 90% 94% 90%

Mean % 4.1 2.7 2.8 8.6 3.0 4.9 1.6 5.0

% of adults

100 88% 92% 89% 73% 92% 86% 90% 88%

98 *5 0% 0% 0% 0% 1% 0% 1%

80 0% 2% 1% 1% 1% 0% 1% 0%

75 0% 0% 0% 1% 1% 0% 0% 1%

67 1% 2% 1% 3% 1% 1% 0% 1%

60 1% 2% 1% 3% 1% 1% 1% 1%


-47-


50 6% 3% 7% 18% 4% 8% 7% 6% Table 8: Group Composition (cont)


40 0% 0% 0% 1% 1% 0% 0% 1%

34 0% 0% 0% 0% 0% 1% 0% 1%

33 0% 0% 0% 0% 0% 1% 0% 1%

20 0% 0% 0% 0% 0% 1% 0% 1%

6 0% 0% 0% 0% 0% 1% 0% 1%

0 0% 0% 1% 0% 0% 1% 0% 1%

Mean % 94.2 96.7 94.7 87.8 96.6 92.4 95.4 93.8


-48-


Table 9: Group Size (excluding organised groups) Indep Over Planned to Visit BG


% % % % % % % %

100 24 64 32 45 55 27 73

What is the total number of people in your group? Please include yourself and all others including children.

5 or more 4% 5% 5% 8% 6% 2% 5% 3%

3 to 4 9% 12% 10% 19% 12% 7% 14% 7%

2 39% 36% 37% 73% 37% 40% 23% 45%

1 49% 47% 47% 0% 45% 52% 59% 45%

Mean group size 1.9 1.8 2.0 2.6 2.0 1.8 1.8 1.9

What is the total number of children aged under ten in your group?

2 2% 0% 2% 4% 1% 2% 5% 1%

1 2% 2% 3% 5% 0% 3% 3% 1%

0 97% 98% 95% 91% 99% 95% 92% 98%

Mean % 0.0 0.0 0.1 0.1 0.0 0.1 0.1 0.0


-49-


Table 9: Group Size (excluding organised groups / cont) Indep Over Planned to Visit BG


What is the total number of children aged between 10 and 18 in your group?

3 0% 0% 0% 1% 1% 0% 0% 1%

2 2% 3% 2% 5% 3% 1% 2% 2%

1 5% 3% 5% 14% 4% 6% 5% 5%

0 93% 93% 93% 79% 93% 93% 94% 93%

Mean % 0.1 0.1 0.1 0.3 0.1 0.1 0.1 0.1


-50-


Table 9: Group Size (excluding organised groups / cont) Indep Over Planned to Visit BG


What is the total number of adults aged 18 and above in your group?

20 0% 0% 1% 0% 0% 1% 0% 1%

8 0% 0% 1% 1% 1% 0% 2% 0%

7 0% 0% 1% 0% 1% 0% 0% 1%

5 1% 2% 1% 1% 2% 0% 0% 1%

4 2% 3% 2% 4% 2% 2% 5% 1%

3 5% 9% 5% 8% 8% 2% 5% 5%

2 39% 38% 38% 77% 40% 39% 30% 43%

1 52% 48% 51% 9% 46% 57% 59% 49%

0 0% 0% 1% 0% 0% 1% 0% 1%

Mean % 1.7 1.7 1.8 2.2 1.8 1.6 1.6 1.7


-51-


Table 10: Group Composition (excluding organised groups) Indep Over Planned to Visit BG


% % % % % % % %

100 24 64 32 45 55 27 73

% under 10 yrs

50 2% 0% 3% 5% 1% 3% 5% 1%

33 0% 2% 1% 1% 0% 1% 0% 1%

25 1% 0% 1% 3% 0% 2% 3% 0%

0 97% 98% 95% 91% 99% 95% 92% 98%

Mean % 1.4 0.6 1.8 3.6 0.5 2.1 0.3 0.8


-52-


Table 10: Group Composition (excluding organised groups / cont) Indep Over Planned to Visit BG


% aged 10-18 yrs

60 0% 0% 0% 1% 1% 0% 0% 1%

50 4% 3% 3% 10% 3% 5% 0% 5%

40 1% 2% 1% 3% 1% 1% 2% 1%

33 0% 0% 1% 1% 1% 0% 0% 1%

25 1% 0% 1% 4% 1% 2% 2% 1%

20 0% 2% 1% 1% 1% 0% 2% 0%

0 93% 93% 93% 79% 93% 93% 94% 93%

Mean % 3.0 2.8 2.8 8.6 3.0 3.0 1.7 3.5


-53-


Table 10: Group Composition (excluding organised groups / cont) Indep Over Planned to Visit BG


% of adults

100 90% 91% 89% 73% 92% 89% 89% 90%

80 0% 2% 1% 1% 1% 0% 2% 0%

75 0% 0% 0% 1% 1% 0% 0% 1%

66 1% 2% 1% 3% 1% 1% 0% 1%

60 1% 2% 1% 3% 1% 1% 2% 1%

50 7% 3% 7% 18% 4% 9% 8% 6%

40 0% 0% 0% 1% 1% 0% 0% 1%

0 0% 0% 1% 0% 0% 1% 0% 1%

Mean % 95.2 96.7 94.7 87.8 96.5 94.1 95.3 95.2


-54-


•

•

•

3.3 Patterns of Visiting

Although the average number of visits to the V&A (including the current visit)

was 9.3, the average value disguises the fact that a majority (56%) were

visiting the V&A for the first time while a small proportion of visitors (13%) had

previously visited on at least ten other occasions (see Table 11).

When it came to the British Galleries, over ¾ of the sample (76%) were

visiting the Galleries for the first time on the day of the interview. The average

number of visits to the British Galleries (including the current visit) was 4.7

and this was largely a function of a small group of frequent visitors (6% had

made at least 10 previous visits). The very high level of first time visits

indicates that, with the exception of a small number of visitors, the British

Galleries is not encouraging people to revisit after their first visit (see Table

12).

3.4 Related Interests

12 percent of our sample stated they were a member of an organisation or

society that was related to the subject matter of the British Galleries (see

Table 13). The list of related organisations included both the:

National Trust (6 mentions)

National Art Collectors Fund (5 mentions)

and the following organisations (all mentioned once):

American Institute of Graphics Arts

British Button Society

Chiltern Open Air Museum

CPA Medieval Society

English Ceramics


-55-


•

•

French Furniture Restoring

Friend of the V&A

Furniture History Society

Gothic Society

History of Man

Museum of Fine Arts, Boston

NADFAS

Silver Society

Victorian Society.

Just under a third of visitors (31%) stated that they had visited (or planned to

visit) other collections similar to the British Galleries (see Table 13). The most

commonly mentioned were:

British Museum (24 mentions)

Wallace Museum (13 mentions)

National Gallery (11 mentions)

Stately Homes (7 mentions)

Overseas museum/collections (6 mentions)

Geffrye Museum (5 mentions)

Hampton Court (4 mentions).

The following all had three mentions:

National Portrait Gallery National Trust properties

Kenwood House Sir John Soanes Museum

Syon House.


-56-


•

•

A large number of collections/places were named by one or two visitors:

Ashmolean Local Museums

Blenheim Luton Hoo

Boston Manor Marble Hill

Buckingham Palace Maritime Museum

Chatsworth House Montague Kingston Lacey

Chiswick Museum of London

Crafts Council Museum of Mankind

Design Museum National Museum for Egyptian Culture

Dublin Rangers House

Edinburgh Royal Academy

Fine Arts Syon Park

Getty Museum St Louis Museum of Arts

Guildhall Tate Gallery

Ham House Tower of London

Hatfield House Walthamstow House

Ironbridge Washington D.C.

Kensington Palace William Morris

Leeds Castle Windsor

Lincoln

Just under one in ten visitors (8%) in our sample stated they had a

professional interest in the subject matter of the British Galleries and a further

15% claimed an amateur interest. Seven percent were currently undertaking

a course of study related to the subject of the British Galleries. Two- thirds of

our sample (69%) did not have a particular interest in the subject matter (see

Table 14).


-57-


Table 11: Visits to the V&A Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

Including today's visit, how many times have you visited the V & A Museum?

over 50 visits 5% 12% 6% 3% 0% 9% 6% 5%

21 to 50 visits 3% 8% 5% 1% 1% 5% 7% 2%

11 to 20 visits 5% 7% 5% 3% 3% 6% 4% 5%

4 to 10 visits 10% 14% 10% 10% 7% 12% 7% 11%

Third Visit 5% 5% 5% 3% 3% 6% 4% 5%

Second Visit 16% 15% 17% 19% 15% 16% 19% 15%

First Timers 56% 39% 52% 62% 71% 45% 51% 58%

Mean No. of Visits 9.3 20.0 11.6 5.4 2.3 14.7 12.0 8.3


-58-


Table 12: Visits to the British Galleries Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

Including today's visit, how many times have you visited the British Galleries?

over 50 visits 1% 5% 2% 0% 0% 2% 3% 1%

21 to 50 visits 3% 3% 4% 1% 0% 5% 3% 3%

11 to 20 visits 2% 5% 3% 3% 1% 4% 3% 2%

4 to 10 visits 8% 14% 9% 6% 5% 10% 10% 6%

Third Visit 2% 3% 3% 1% 1% 4% 4% 2%

Second Visit 8% 5% 8% 6% 7% 8% 12% 6%

First Timers 76% 64% 72% 82% 86% 68% 64% 80%

Mean No. of Visits 4.7 10.7 6.2 2.4 1.4 7.2 7.0 3.9


-59-


Table 13: Membership of Related Organisations & Awareness of Other Collections Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

Are you a member of any organisation such as a society or club that is related to the topics covered in the British Galleries?

No 86% 76% 79% 85% 91% 82% 88% 85%

Yes 12% 24% 20% 13% 6% 17% 12% 12%

Are there any other museums or collections that you visit, or that you plan to visit, that also deal with similar things to the British Galleries? Yes: 31% 49% 37% 33% 30% 31% 37% 28%

No 68% 51% 61% 65% 70% 67% 60% 71%

British Museum 10% 15% 12% 9% 11% 8% 10% 9%

Wallace Museum 5% 10% 6% 4% 4% 6% 6% 5%

National Gallery 4% 5% 5% 6% 5% 4% 4% 4%

stately homes 3% 5% 4% 4% 1% 4% 6% 2%

overseas museums 2% 3% 3% 4% 4% 1% 1% 3%

Geffrye Museum 2% 3% 2% 1% 1% 3% 1% 2%


-60-


Table 13: Membership of Related Organisations & Awareness of Other Collections (cont)


Hampton Court 2% 3% 2% 4% 1% 2% 1% 2%

National Portrait Gallery 1% 3% 2% 0% 1% 1% 3% 1%

Sir John Soanes Museum 1% 2% 1% 1% 0% 2% 3% 1%

National Trust properties 1% 0% 1% 4% 0% 2% 0% 2%

Kenwood House 1% 5% 2% 0% 0% 2% 3% 1%

Syon House 1% 2% 1% 0% 0% 2% 1% 1%

Royal Academy 1% 0% 1% 0% 0% 1% 0% 1%

Design Museum 1% 2% 1% 1% 0% 1% 1% 1%

Museum of London 0% 0% 1% 0% 1% 0% 0% 1%

Tower of London 0% 0% 1% 1% 1% 0% 0% 1%

Kensington Palace 0% 0% 1% 1% 0% 1% 1% 0%

Hatfield House 0% 0% 0% 1% 0% 1% 0% 1%

Luton Hoo 0% 0% 0% 1% 0% 1% 0% 1%

Chiswick 0% 2% 1% 0% 0% 1% 0% 1%

Others 10% 22% 15% 10% 10% 11% 19% 7%


-61-


Table 14: Special Interest in British Galleries Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

SPECIAL INTEREST IN BG

I have a professional interest 8% 34% 13% 3% 8% 8% 15% 5%

I have an amateur interest 15% 66% 25% 21% 15% 15% 28% 11%

Undertaking a course or studying 7% 0% 5% 0% 2% 11% 7% 7%

None of these 69% 0% 57% 77% 75% 65% 49% 77%


-62-


•

•

•

3.5 The British Galleries Visitor Profile compared to the V&A Visitor Profile

and the UK Population

In order to establish the extent to which visitors to the British Galleries are

typical of all visitors to the V&A we have made comparisons with the results of

the MORI visitor surveys.

The MORI surveys are carried out at three different periods of the year. None

of these periods corresponds with the timing of our survey. We have

therefore based this comparison on the average V&A visitor profile over the

course of a full twelve month period of the MORI surveys. The most recent

complete set of MORI data available to us at the time of writing was for 1995.

The relevant comparisons are set out below:

the British Galleries Jan ‘97

Average of MORI 1995

UK 95

` n= 252 360/364/354 % % % Gender male 50 40 49

female 50 60 51

Age under 18 2 3 } 33

18-24 19 15 }

25-34 25 21 16

35-44 20 18 13

45-54 19 19 17

55+ 15 25 21

Social Grade AB 47 48 22

C1 40 35 27

C2 6 7 23

DE 3 6 28


-63-


•

•

−

Educated to: A Level 22 -- 12

Degree level 38 -- 12

Residence UK 56 50 --

London 22 25 --

S. East 17 15 --

Rest of UK 17 15 --

Overseas 44 50 --

Europe 19 17 --

N. America 19 23 --

Rest 6 10 --

Group Size 5+ 8 7 --

3-4 9 15 --

2 37 46 --

1 46 31 --

average 3.6 2.2 --

average excluding groups 1.9

Adults only 88 86 --

The two sets of figures are, in many respects, very similar. The following

differences are worth noting, although the differences may be due to seasonal

factors or to other differences in methodology (for example, MORI exclude all

school/educational groups from their sample).

Compared to the rest of the V&A, the sample of visitors to the British Galleries

contained:

a higher proportion of men (seasonal?)


-64-


−

−

−

fewer visitors aged over 55 years old and a corresponding

higher number of 18-44 year old visitors

a slightly higher proportion of UK residents (seasonal?)

a higher proportion of single visitors and a higher average group

size (inclusion of educational groups?).

•

−

−

−

•

Compared to the UK population as a whole, the British Galleries visitor profile

was:

more likely to be aged 25-44 years and less likely to be aged

under 24 years or over 55 years

more upmarket (ABC1)

more highly educated.

3.6 Target Audiences

A number of Target Audiences for the British Galleries was defined in the

Brief. For the purposes of our survey these audiences have been defined as

follows (questionnaire numbers and codes are given in brackets; a copy of the

questionnaire is provided in the Appendix - see Volume 2).

Further/Higher Educational Groups:

all visitors arriving at the British Galleries as part of an Art college,

some other type of college, a university or an Adult Education group

(C8, codes 7-9).

School Groups:

all visitors arriving at the British Galleries as part of a primary or

secondary school group or 6th Form College (C8, codes 5-6).

Independent Learners (a broad and a narrow definition was used):


-65-


−

−

−

−

either all visitors except those visiting as part of a formal educational

group (i.e. everyone except FE/HE and School Groups) (C8, all except

codes 5-9)

Or anyone who, in addition to meeting the above criterion, also meets one of

the following criteria:

planned to visit the British Galleries (Q7, codes 1-2)

belonged to a related club or Society (C15, code 2)

expressed a professional or amateur interest in the subject

matter (C19, codes 1-2)

could specify something they had learned from the British

Galleries (at Q18).

Specialists:

all visitors who stated they had either a professional or an amateur

interest in the subject matter (C19, codes 1-2).

Families:

all visitors visiting with other members of their family (C8, codes 2 or

4).

Local Residents:

all visitors residing within walking distance of the V&A (C3, code 1).

Ethnic Minorities:

all visitors residing within the UK who describe their ethnic origin as

non-white (C3, codes 1-4 and C6, codes 2-0)

Overseas Visitors:

all visitors residing overseas (C3, codes 5-7).


-66-


•

−

−

−

−

•

•

−

−

−

−

•

−

−

Although we were able to find representatives from all of these target

audiences in our sample of visitors, four of the audiences were too small for

meaningful analysis. These were:

School groups (1% of our sample; n=2)

FE/HE groups (3%; n=8)

Local Residents (3%; n=8)

Ethnic Minorities (5%; n=12) (see Tables 15-16)

The broad definition of Independent Learners accounted for 96% of our

sample and, since this will, in nearly all cases, be the same as the total

sample, we have not analysed it further.

The remaining target groups were sufficiently large to permit further analysis

(although care should be taken especially when considering Specialists and

Families since these are both relatively small groups):

Specialists (23%; n=59)

Independent Learners (62%; n=155)

Families (31%; n=78)

Overseas Visitors (44%; n=110) (see Table 15-16).

In addition to these four groups, we have included three other groups of

visitors for further analysis:

UK Visitors (C3, codes 1-4) as a counterpoint to Overseas

Visitors (56%; n=142)

Visitors who Planned (Q7, codes 1-2) their visit to the British

Galleries (27%; n=67) and visitors who did not plan (Q7, codes

3-4) to visit the British Galleries (73%; n=185) (see Tables 15-

16).


-67-


•

•

It should be noted that these Target Audiences are not necessarily exclusive

and that there is an overlap between them (see Tables 15-16). For this

reason, when we report differences for Specialists, Independent Learners

and Families, we have compared each of these groups against the total

sample. In the case of Overseas Visitors and those who Planned their visit,

we have compared these groups against UK Visitors and those who did not

plan their visit respectively.

Specialists

Specialists comprised nearly a quarter of visitors to the British Galleries

(23%). Specialist visitors were defined as visitors who had stated either a

professional (34%) or an amateur interest (66%) in the subject matter of the

British Galleries (see Table 14).

Compared to all visitors to the British Galleries, Specialists were more likely:

−

−

−

−

−

−

to be aged 35-44 years (31% vs. 20%) (see Table 1)

to be educated to degree level or above (81% vs. 60%) (see

Table 2)

to be repeat visitors to the V&A having made, on average, 20

visits to the Museum (see Table 11)

to be repeat visitors to the British Galleries, having made, on

average, 11 visits to the Galleries; nevertheless, nearly two-

thirds of Specialists were first time visitors to the British

Galleries (see Table 12)

to belong to related organisations (24% vs. 12%) (see Table 13)

to have visited similar collections elsewhere (47% vs. 31%) (see

Table 13).


-68-


•

•

•

•

−

−

−

−

−

In addition to Independent Learners, Specialists overlapped with Overseas

Visitors (39% of Specialists were from overseas), Families (31% of

Specialists visited as a family group). Half of the Specialists had planned to

visit the British Galleries (see Tables 15-16).

Independent Learners

This group made up 62% of all visitors to the British Galleries. It includes the

Specialist group, together with anyone else who belonged to an organisation

related to the subject matter of the British Galleries, together with any visitor

who could specify what they had learned from their visit.

Over a quarter (28%; n=43) of this group was made up of visitors who could

specify what they had learned from their visit but who had not planned the

visit, did not belong to any relevant organisation or did not have an amateur or

professional interest in the subject.

Other sub-groups within the Independent Learner group included:

those who planned their visit and could specify something they

had learned but did not meet the other two criteria (13%; n=20)

those who planned their visit (but did not meet the other criteria)

(10%; n=16)

those who were a member of a related organisation (but did not

meet the other criteria) (8%; n=12)

those who planned their visit and expressed a

professional/amateur interest and could specify something they

had learned (8%; n=12)

those who expressed a professional/amateur interest and could

specify what they had learned (8%; n=12).


-69-


•

•

Other combinations of the four criteria were present in the Independent

Learner group but only in small numbers.

Compared to all visitors to the British Galleries, Independent Learners were

more likely:

−

−

−

•

•

to be aged 35-44 years old (25% vs. 20%) (see Table 1)

to be a member of a related organisation [by definition] (20% vs.

12%) (See Table 13)

to have visited similar collections (37% vs. 31%) (see Table 13).

Independent Learners overlapped with Specialists (38% were also

Specialists), Families (33%) and Overseas Visitors (40%); four out of every

ten Independent Learners planned to visit the British Galleries (see Tables

15-16)

Families

By definition, these visitors only came in groups. Seven out of every ten

families were adult only groups consisting primarily of couples (see Table 8).

Compared to all visitors to the British Galleries, respondents from Families

were more likely to be aged 45-54 years (33% vs. 19%) (see Table 1).

• 23 Family groups involved adults visiting with children; the composition of

these groups is illustrated below. The number of family groups which included

children was too small to allow us to comment further on them.

Total Group Size

No. aged <10 yrs

No. aged 10-18 yrs

No. aged 18+ yrs

5 0 1 4

5 0 2 3

5 0 2 3

5 0 3 2


-70-


4 0 1 3

4 0 2 2

4 0 2 2

4 1 1 2

4 1 1 2

4 2 0 2

4 2 0 2

4 2 0 2

4 2 0 2

3 0 1 2

3 1 0 2

2 0 1 1

2 0 1 1

2 0 1 1

2 0 1 1

2 0 1 1

2 0 1 1

2 0 1 1

2 1 0 1

mean 3.4 0.5 1.0 1.9

•

•

15 of these 23 Families were made up of adults accompanying children aged

between 10 and 18, 6 were adults accompanying children aged under 10 and

only 2 involved adults with children of both age bands.

Families overlapped with other target audiences as follows:


-71-


−

−

−

•

•

−

−

−

−

−

−

•

−

65% were also Independent Learners

42% were also Overseas Visitors

23% were also Specialists.

A quarter of them planned their visit to the British Galleries (see Tables 15-

16).

Overseas Visitors

Compared to UK visitors, Overseas Visitors were:

more likely to be female (61% vs. 42%) (see Table 1)

less likely to have English as a first language (55% vs. 91%) or

as their first or second language (90% vs. 98%) (see Table 5)

unlikely to visit the Museum in large groups (UK visitors

occasionally visited in larger groups, usually educational groups)

(see Table 7)

unlikely to visit in groups with teenage members (again, UK

groups, especially educational groups, occasionally contained

teenagers) (see Table 7)

more likely to be first time visitors to both the V&A (71% vs.

45%) and to the British Galleries (86% vs. 68%) (see Tables 11-

12)

and, therefore, had on average visited the V&A less often (2.3

vs. 14.7 visits) as well as the British Galleries (1.4 vs. 7.2 visits).

(see Tables 11-12).

Overseas Visitors overlapped with other target audiences as follows:

61% were also Independent Learners


-72-


−

−

•

•

−

−

−

−

•

−

−

32% were also Families

24% were also Specialists.

A quarter of them had planned to visit the British Galleries (see Tables 15-16).

Planned the Visit to the British Galleries

Just over a quarter of visitors (27%) had planned to visit the British Galleries

prior to arriving at the Galleries. Compared to those visitors who did not plan

their visit, those who Planned their visit:

were more likely to be visiting by themselves (58% vs. 42%)

(see Table 6)

tended not to visit in large groups or to be in groups including

teenagers (see Table 7)

were less likely to be visiting the British Galleries for the first

time (64% vs. 80%), although nearly 2/3 were first time visitors

(see Table 12)

had, on average, visited the British Galleries more often (7 visits

vs. 4 visits) (see Table 12).

Although those who Planned their visit to the British Galleries overlapped with

Specialists, these two groups were not identical:

51% of Specialists did not plan to visit the British Galleries

57% of those Planning their visit did not consider themselves

specialists.


-73-


•

•

In contrast, 99% of those who planned their visit were classified as

Independent learners.

30% were Families and 37% were Overseas Visitors (see Tables 15-16).


-74-


Table 15: Target Audiences (percentages) Indep Over Planned to Visit BG


% % % % % % % %

100 23 62 31 44 56 27 73

Target Audiences

FE/HE 3% 0% 0% 0% 1% 5% 1% 4%

School Group 1% 0% 0% 0% 0% 1% 0% 1%

Specialist 23% 100% 38% 23% 24% 23% 43% 16%

Independent (broad) 96% 100% 100% 100% 99% 94% 99% 95%

Independent (narrow) 62% 100% 100% 65% 61% 62% 99% 48%

Family 31% 31% 33% 100% 32% 30% 30% 31%

Local resident 3% 2% 3% 4% 0% 6% 1% 4%

Minority 5% 2% 5% 3% 0% 8% 6% 4%

Overseas 44% 44% 43% 45% 100% 0% 40% 45%

Planned 27% 49% 43% 26% 25% 28% 100% 0%

Not Planned 73% 51% 57% 74% 75% 72% 0% 100%


-75-


Table 16: Target Audiences (absolute numbers) Indep Over Planned to Visit BG


Target Audiences

FE/HE 8 0 0 0 1 7 1 7

School Group 2 0 0 0 0 2 0 2

Specialist 59 59 59 18 26 33 29 30

Independent (broad) 242 59 155 78 109 133 66 176

Independent (narrow) 155 59 155 51 67 88 66 89

Family 78 18 51 78 35 43 20 58

Local resident 8 1 5 3 0 8 1 7

Minority 12 1 7 2 0 12 4 8

Overseas 110 26 67 35 110 0 27 83

Planned 67 29 66 20 27 40 67 0

Not Planned 185 30 89 58 83 102 0 181


-76-


4. BEHAVIOUR IN THE BRITISH GALLERIES

4.1 Entering and Leaving the Galleries

•

•

•

•

The method of drawing our sample of visitors was designed to allow us to

sample equally from each of the main exits from the Galleries. Thus, if the

two floors of the British Galleries are visited by the same proportions of

visitors, we should expect this to be reflected in our sample. In the event 59

percent of visitors were interviewed as they were leaving the Lower Floor and

only 41 percent of visitors were interviewed as they were leaving the Upper

Floor (see Table 17). This is consistent with the qualitative findings which

indicated the Lower Floor was more frequently visited.

In a similar vein, if visitors are entering and leaving the British Galleries at

random (i.e. following no particular route), we would have carried out the

same number of interviews at each exit. On the Lower Level, although we

interviewed more visitors as they left via the Exhibition Road exit and fewest

visitors at the Cromwell Road exit, the actual number of interviews carried out

at both these exits and the Ironwork exit, were broadly similar. We observed

a different pattern for the Upper Level. Here, we interviewed most visitors as

they were leaving via the Cromwell Road exit. A slightly smaller proportion

were interviewed at the Exhibition Road exit while the Ironwork exit was used

by considerably fewer visitors (see Table 17).

In order to get an idea of the routes through the Galleries, we asked

respondents to indicate, on a floor plan, where they entered the British

Galleries. Table 17 provides a summary of the entry and exit points used by

our sample. From the table, it can be seen that 8 percent of our sample

reported entering the British Galleries on a different floor to the one by which

they left.

At a later point in the interview, as many as 23 percent of respondents said

they had already visited the other floor at the time of the interview. There is

clearly a discrepancy here in terms of the numbers of visitors entering and


-77-


leaving the British Galleries on different floors. In fact, the way the question

was asked about the place of entry encouraged visitors to indicate which

entrance they used to the current floor. Thus, the figures in Table 17 which

relate to the entry and exit points on the same floor (indicated by the two

boxes in the table) are the most meaningful results and these can be taken as

showing, for each floor, where visitors entered and left.

•

•

•

•

On the Lower Floor the most frequently used entrance was the Exhibition

Road entry (30% of all visitors entered here). Although many visitors (11%)

subsequently left at the far end of the gallery (Cromwell Road exit), just as

many left at the Ironwork exit (11%) and a smaller proportion (5% of all

visitors) went back out through the Exhibition Road exit.

Those visitors entering the Lower Floor via Cromwell Road (21% of all

visitors) were most likely to leave at Exhibition Road, although a proportion left

via Ironwork.

The Ironwork entrance was used least often (by 12 percent of all visitors);

those visitors entering here were most likely to leave via the Exhibition Road

exit.

While we cannot, with any certainty, interpret these figures as indicating

discrete routes through the British Galleries, the qualitative tracking results

lend support to the idea that these typically do reflect discrete routes. For

example, the tracking study would tend to confirm that the 5 percent of visitors

who both entered and left via the Exhibition Road exit would have only gone a

short distance into the Galleries before turning round and coming back out.

•

•

In contrast to the Lower Floor where there was a ‘natural’ starting point (the

Exhibition Road entrance), the three main entrances to the Upper Floor were

used equally by our sample.

The most frequently used entrance on this floor (used by 12% of all visitors)

was the Cromwell Road entrance and half of all visitors entering here

subsequently left at the far end of the gallery via the Exhibition Road exit.


-78-


•

•

•

•

•

Nearly as many visitors entered the Upper Floor at the Exhibition Road end

and three-quarters of these exited at the Cromwell Road end.

As on the Lower Floor, visitors who entered the Upper Floor at Ironwork were

most likely to leave at the Exhibition Road exit.

Taken together, these findings suggest that the most ‘natural’ entrance to the

British Galleries is the Exhibition Road entrance on the Lower Floor. This is

perhaps not surprising given its close proximity to the Exhibition Road

entrance to the Museum. Many people entering the V&A here will come to

this entrance to the British Galleries at the very start of their visit to the

Museum.

It is also apparent that, once someone has entered the British Galleries, the

probability that they will visit the whole of that floor is less than ½, with many

visitors deciding to leave at an earlier exit.

There were no obvious differences in the entry/exit points used by the

different target audiences.


-79-


Table 17: Entering and Leaving Matrix

Entered the British Galleries

Lower Level Upper Level

Exhib Rd Ironw'k C'well Rd Exhib Rd Ironw'k C'well Rd Total

Place of Interview * = less than 1%

LOWER LEVEL

Exhibition Road 5 6 9 0 0 0 21

Ironwork 11 2 6 0 * 0 19

Cromwell Road 11 2 3 1 0 0 17

Other (WRITE IN) * 0 1 0 0 0 1

UPPER LEVEL

Exhibition Road * 0 1 1 4 6 13

Ironwork 1 1 1 2 2 2 9

Cromwell Road * 1 * 8 2 3 15

Other (WRITE IN) * 0 0 0 2 1 3

Total 30 12 21 12 10 12 100


-80-


•

−

−

−

•

−

−

4.2 Time Spent in the British Galleries

Visitors were asked to estimate how long they spent in the British Galleries.

Trying to arrive at an estimate of the total time spent in the British Galleries

(including both floors) is problematic because:

awareness of the two floors is not universal

some visitors had already visited the other floor at the time of

the interview, others had not, but planned to do so

some visitors told us they entered the British Galleries on a

different floor to the one where they exited, while others who

claimed to have already visited the other floor, indicated they

entered the Galleries on the same floor from which they exited.

In order to arrive at the best estimate of time spent in the Galleries, we have

considered each floor separately. For each floor, we have based our time

estimate on the following visitors:

those who were interviewed as they were leaving that floor and

who also indicated on a floor plan that they entered the British

Galleries on that floor

those visitors who had not already visited the other floor of the

British Galleries or were not aware of another floor.

• Our estimate of time spent on the Lower Floor is based on a sample of 132

visitors meeting the above criteria. Among this sample, the average time

spent on the Lower Floor was 17 minutes. However, this is distorted by a

small proportion of visitors (10%) who spent anywhere between ½ hour and

1½ hours on the Lower Floor (see Table 18). Another method of looking at

the time spent in the Galleries entails plotting a graph to show how many

visitors were still in the Galleries after a given time period. This is illustrated in

Figure 1. From this, we can see that half of all visitors spent less than eleven

minutes on the Lower Floor and that three-quarters of visitors had left after 20


-81-


•

•

•

minutes. In contrast, as mentioned above, a small group of visitors spent over

½ hour on the first floor.

Our estimate of time spent on the Upper Floor is based on a sample of 49

visitors meeting the criteria described above. The average length of stay was

14 minutes but, as above, a small proportion of these visitors (7%) spent

between 30 minutes and 1 hour on the Upper Floor (see Table 19). Figure 2

indicates that half of all our sample had left the Upper Floor within the first

eight minutes.

The average times spent on each floor are higher that those reported from the

tracking study (when the interviewers timed peoples’ visits). This is, in part,

due to the small number of visitors who spent considerable periods of time in

the Galleries. It is also consistent with the tendency for people to

overestimate the time they spend on such activities.

The main conclusion to be drawn from these findings is that while a majority

of visitors spend less that 10 minutes on any floor, a small core of visitors

spend anywhere between ½ and 1½ hours on any floor.


-82-


Table 18: Estimated Time Spent on Lower Floor Indep Over Planned to Visit BG Total Specialist Learner Family seas UK Yes No

n= 132 27 77 40 61 71 30 102

% % % % % % % %

100 23 62 31 46 54 27 73

Estimated Time Spent on Lower Floor of BG

All entering & leaving Lower Floor & Unaware of Upper Floor or not yet visited it (n=95)

31-60 mins 10% 18% 12% 10% 13% 5% 17% 8%

16-30 mins 27% 33% 32% 25% 33% 21% 39% 23%

11-15 mins 17% 19% 19% 13% 18% 15% 17% 17%

6-10 mins 16% 15% 15% 23% 18% 14% 10% 18%

1-5 mins 30% 15% 21% 31% 18% 42% 16% 36%

Mean time (mins) 17.4 24.8 20.9 18.2 20.1 15.2 25.9 15.0



-83-

Figure 1: Estimated Time Spent On Lower Floor

0

10

20

30

40

50

60

70

80

90

100

0 mins 5 mins 10 mins 15 mins 20 mins 25 mins 30 mins 35 mins 40 mins 45 mins 50 mins 55 mins 60 mins

% Respondents Remaining

50% of visitors had left the lower floor after 11 mins

Average length of visit to lower floor: 17 mins

Base: all entering & leaving Lower Floor and Unaware of Upper Floor or not yet visited it (n=132)


-84-


Table 19: Estimated Time Spent on Upper Floor Indep Over Planned to Visit BG Total Specialist Learner Family seas UK Yes No

n= 49 12 28 21 17 32 16 33

% % % % % % % %

100 23 62 31 35 65 27 73

Estimated Time Spent on Upper Floor of BG

All entering & leaving Upper Floor & Unaware of Lower Floor or not yet visited it (n=54)

31-60 mins 6% 0% 8% 5% 0% 9% 6% 6%

16-30 mins 24% 42% 33% 29% 29% 21% 37% 18%

11-15 mins 8% 8% 7% 5% 12% 6% 13% 6%

6-10 mins 22% 33% 33% 43% 29% 19% 19% 24%

1-5 mins 39% 17% 21% 19% 29% 43% 25% 47%

Mean time (mins) 14.2 15.2 16.7 14.6 13.1 14.8 16.0 13.3


-85-


Figure 2: Estimated Time Spent on Upper Floor

0

10

20

30

40

50

60

70

80

90

100

0 mins 5 mins 10 mins 15 mins 20 mins 25 mins 30 mins 35 mins 40 mins 45 mins 50 mins 55 mins 60 mins

% Respondents Remaining

50% of Visitors had left the Upper Floor after 8 mins

Average Duration of Visit to the Upper Floor: 14 mins

Base: all visitors Entering & Leaving Upper Floor and Unaware of Lower Floor or not yet visited it (n=49)


-86-


•

−

−

−

•

•

4.3 Awareness of the Two Floors

Over half of our sample (56%) claimed they were aware that the British

Galleries was located on two floors (see Table 20). In our view, this is an

inflated figure and (probably) reflects a reluctance to admit ignorance on the

part of many visitors. We say this because:

¾ of our sample were visiting the British Galleries for the first

time

over half were visiting the V&A for the first time

nearly ¾ of our sample had no particular intention to visit the

British Galleries (see below).

During the qualitative research around a third of the visitors we interviewed

were aware of the British Galleries being on two floors, and this is probably a

more accurate state of affairs.

Visitors who were aware of the other floor were asked whether they had

already visited, or planned to visit, the other floor (see Table 20). One in five

of all visitors said they had already visited the other floor whilst a similar

proportion (23% of all visitors) claimed they planned to visit the other floor.

These values are again higher than those reported in our qualitative study

where one in five visitors either had already visited the other floor or was

planning to do so. Just as the proportion of visitors claiming to be aware of

both floors is probably an inflated figure, so we suspect is the proportion

stating they will go on to visit the other floor. The true values probably lie

somewhere between those reported here and those reported in the qualitative

study.


-87-


Table 20: Intention to Visit Both Floors



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

Intention to Visit Both Floors

Not aware of other floor 44% 41% 37% 45% 45% 44% 31% 49%

I have already visited the other floor

21% 20% 23% 15% 22% 21% 28% 19%

I am planning to visit the other floor

23% 29% 29% 29% 25% 21% 31% 19%

I will definitely not visit other floor 6% 5% 6% 3% 2% 8% 4% 6%

I have no particular plans 6% 5% 5% 8% 6% 6% 4% 6%


-88-


•

•

−

−

4.4 Intention to Visit the British Galleries

Nearly ¾ of our sample (73%) had no particular intention to visit the British

Galleries but were simply walking around the Museum and came upon them.

One in six visitors had decided to visit the British Galleries before coming to

the Museum and ten percent had decided to visit the British Galleries after

arriving at the Museum (see Table 21).

Those visitors who planned their visit were asked what their reasons were for

visiting the British Galleries (see Table 22). Sixty-seven visitors had planned

to visit the British Galleries and, of these, half expressed a personal interest in

the subject matter. This personal interest covered such things as:

an interest in history in general and specific periods in particular

(e.g. 19th Century)

“I wanted to known about Britain and how they lived before”

“I wanted to see the old things”

It’s my first time here and I wanted to see local history”

“To study English Rococo”

“Interested in paintings, all British 1700 upwards”

“I’m trying to understand the development and the use of Gothic

in the 18th and early 19th centuries”

“Fascinated especially by 17th century”

an interest in furniture and/or furnishings

“To look at early furniture and furnishings”

“English furniture”

“Read about it in guide books and I’m interested in furniture”


-89-


−

•

“To revisit the drawing room I saw 40 years ago”

“Furniture is my main interest”

“I wanted to look at furniture, particularly Victorian furniture”

an interest in specific types of objects including being a collector

of, for example, china.

“Porcelain and silverware for my work and individual interest”

“I’m a collector of china”

“William Morris”

“I collect antiques”

“I’m interested in clocks”

“I wanted to see the Great Bed of Ware”

One in ten visitors had come to the British Galleries in relation to a course of

study they were undertaking (or were parents of children who were carrying

out a school project)

“Doing a project on Henry VIII”

“I’m doing a modern history course, a course in British History”

“I’m studying a chair for a Christies course”

“A lecture course on design”

“Studying art and design, doing a project on the Pre-

Raphaelites”

“Furniture of the Victorian period for my son’s school studies”

“My son is doing history at school”


-90-


•

•

•

A similar proportion of visitors expressed a professional interest in the subject

matter and this group included an art historian, a dealer in furniture and a

writer

“To look for paintings by George Romey. I’m a painting restorer”

“To look at certain pieces of silver and porcelain”

“I’m looking for medieval pottery and I thought it might be in the

British Galleries”

“An art historian by profession”

“I paint furniture”

“I work for a furniture dealer”

As many as a quarter of the visitors who planned to visit the British Galleries

had no particular reason for doing so other than, perhaps, visiting part of the

Museum they had not seen before

“My wife’s shopping and I didn’t want to do that. No particular

reason for choosing the British Galleries”

Further insights into visitors’ reasons for visiting the British Galleries can be

obtained from the qualitative report.


-91-


Table 21: Planned to Visit the British Galleries?



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

Which ONE of the following statements best describes when you decided to visit the British Galleries?

before coming to the Museum today

17% 32% 27% 12% 18% 16% 64% 0%

after I arrived at the Museum 10% 17% 15% 14% 6% 12% 36% 0%

I had no particular plans to visit BG

73% 51% 57% 73% 75% 72% 0% 99%


-92-


Table 22: Reasons for Planning to Visit the British Galleries



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

What was your reason for wanting to visit the British Galleries today?

Base: all planning their visit to BG

n= 67 29 66 20 27 40 67 0

has a personal interest in subject 49% 55% 50% 40% 59% 43% 49% 0%

related to a course being followed 12% 3% 11% 10% 4% 18% 12% 0%

has a professional interest in subject 9% 17% 9% 0% 7% 10% 9% 0%

not been to these galleries before 3% 3% 3% 10% 4% 3% 3% 0%

Other 1% 3% 2% 0% 4% 0% 1% 0%

D.K. 24% 28% 24% 35% 26% 23% 24% 0%


-93-


•

•

−

−

−

•

−

−

−

•

−

−

−

4.5 Behaviour with Respect to the Displays and Information

Respondents were shown a range of descriptions of activities relating to the

displays, the labels, the information panels and other behaviour and asked to

select those things which best described their own behaviour in the British

Galleries. The results are set out in Tables 23-26.

The most frequently mentioned behaviours involved:

looking at most/some of the displays (73%)

reading most/some of the labels (59%)

reading most/some of the information panels (55%).

Although only one in ten (11%) stated they walked through the Galleries

without paying much attention to anything, a sizeable minority did little more

than take a brief look at some of the displays and information:

took a quick look at some/hardly looked at any displays (27%)

briefly read some/hardly read any labels (41%)

briefly read some/hardly read any information panels (45%).

A more detailed analysis of each respondent’s behaviour in the Galleries

indicates that:

42% of visitors spent time looking at some displays and some

labels and some information panels

12% spent time looking at some displays and some labels but

tended to ignore the information panels

8% spent time looking at some displays and panels but tended

to ignore the labels


-94-


−

−

−

−

−

•

•

•

−

−

−

−

•

11% spent time looking at some of the displays, but overlooked

most of the labels and information panels

3% spent time reading some labels and some information

panels but at best had only a quick look at the displays

2% spent time reading some information panels but did not

spend much time looking at the displays or reading the labels

1% spent time reading some labels but did not spend much time

looking at displays or reading information panels

21% at best only took a quick look at anything (displays, labels

or information panels).

A third of visitors stated they discussed the objects with other members of

their party (46% were not visiting with anyone else) while only 3% admitted to

having conversations unrelated to the displays and only 2% spoke to an

attendant about the objects.

When considering those visitors who were visiting with other people, 60

percent discussed the objects with their colleagues (only 5% claimed to talk

about other, unrelated topics and only 2% spoke to the attendants).

A small proportion of visitors reported doing the following:

sitting down in the British Galleries (5%)

making sketches (5%)

taking notes (4%)

taking photographs (1%).

Where visitors made notes and/or sketches these were either for personal use

or related to course work or a school project.


-95-


Table 23: Behaviour in the British Galleries (Displays)



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

Please choose all those things that come closest to describing what you have done in BG today.

DISPLAYS

I looked closely at most of the displays

4% 3% 5% 5% 5% 4% 1% 5%

I looked closely at some of the displays

53% 66% 63% 42% 52% 54% 72% 46%

I had a quick look at most of the displays

16% 15% 18% 22% 19% 14% 16% 16%

I had a quick look at some of the displays

16% 15% 14% 22% 15% 16% 9% 18%

I hardly looked at any of the displays

11% 2% 1% 9% 9% 12% 3% 14%


-96-


Table 24: Behaviour in the British Galleries (Labels)



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

LABELS

I read at some length most of the labels

4% 5% 6% 3% 3% 5% 7% 3%

I read at some length some of the labels

51% 69% 61% 54% 53% 49% 69% 44%

I briefly read most of the labels 4% 0% 3% 3% 5% 4% 3% 4%

I briefly read some of the labels 21% 22% 22% 19% 23% 20% 16% 23%

I hardly read any of the labels 20% 3% 8% 22% 17% 22% 4% 25%


-97-


Table 25: Behaviour in the British Galleries (Information Panels)



n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

INFORMATION PANELS

I read at some length most of the panels

6% 8% 8% 6% 5% 7% 7% 6%

I read at some length some of the panels

43% 54% 52% 40% 44% 42% 66% 35%

I briefly read most of the panels 6% 10% 6% 9% 7% 4% 6% 5%

I briefly read some of the panels 16% 14% 15% 15% 16% 16% 9% 19%

I hardly read any of the panels 29% 14% 19% 29% 26% 30% 12% 35%


-98-


Table 26: Behaviour in the British Galleries (Others)


n= 252 59 155 78 110 142 67 185

% % % % % % % %

100 23 62 31 44 56 27 73

OTHER (figures in brackets are the percentages based on those visitors who visited with one or more other people) I talked to other members of my party about the objects on display

32% (60%)

37% (69%)

35% (66%)

65% (65%)

34% (61%)

31% (59%)

28% (68%)

34% (58%)

I talked to other members of my party about things unrelated to BG

3% (5%)

3% (6%)

4% (7%)

6% (6%)

3% (5%)

3% (5%)

1% (4%)

3% (6%)

I talked to an attendant about the objects

2% (2%)

3% (3%)

3% (4%)

3% (3%)

2% (2%)

2% (3%)

4% (4%)

1% (2%)

I made some notes 4% 10% 7% 1% 2% 6% 13% 1% I made some sketches 5% 10% 6% 1% 1% 8% 12% 2% I sat down in the galleries 5% 5% 7% 5% 5% 5% 10% 3% I mainly walked through without paying too much attention to what was on display

11% 0% 3% 5% 10% 11% 3% 14%

took photos/pictures 1% 2% 1% 0% 0% 1% 1% 1%


-99-


•

•

−

−

−

−

•

−

•

−

•

−

4.6 Differences in Behaviour by Target Audience

The following differences in behaviour are worth noting.

Specialists:

spent longer than average on the Lower Floor (25 minutes vs.

17 minutes) but not on the Upper Floor (15 minutes vs. 14

minutes) (see Tables 18-19)

were much more likely to have planned their visit to the British

Galleries (49% vs. 27%) (see Table 21)

were more likely to spend time looking at most/some of the

displays (69% vs. 57%), reading most/some of the labels (74%

vs. 55%) and reading most/some of the information panels (62%

vs. 49%) (see Tables 23-35)

were more likely to take some notes (10% vs. 4%) or make

sketches (10% vs. 5%) (see Table 26).

Independent Learners:

were similar to Specialists (NB Specialists are a sub-group of

Independent Learners).

Families:

were more likely to take only a quick look at the displays (53%

vs. 43%) (see Table 23).

Overseas Visitors:

there were no significant differences in visitor behaviour

between UK and Overseas Visitors.


-100-


•

−

−

−

−

Planned Visit:

Compared to all other visitors, those who planned their visit to the British

Galleries :

spent longer on the Lower Floor (26 minutes vs. 15 minutes)

(see Table 18)

were more likely to be aware that the British Galleries were

located on two floors (69% vs. 51%) (see Table 20)

were more likely to spend time looking at most/some of the

displays (73% vs. 51%), reading most/some of the labels (76%

vs. 47%) and reading most/some of the information panels (73%

vs. 41%) (see Tables 23-25)

were more likely to take notes (13% vs. 1%), make sketches

(12% vs. 2%) and sit down in the Galleries (10% vs. 3%) (see

Table 26).


-101-


5. GROUP SURVEY

5.1 Sample

All groups who were booked in for a self-guided visit during January 1997

were sent a self-completion questionnaire. This asked for details of their

group, objectives and perceived success of their visit, level of interest and

learning derived from the visit and responses to possible changes to the

British Galleries. The full questionnaire is included in the Appendix.

Seventeen questionnaires were sent out to the following types of group:

primary/secondary education 9

tertiary education 6

special interest groups 2

Seven questionnaires were returned although only five of these were

completed. The other two had either not visited the British Galleries as

planned or in the end had a guided tour with a lecture.

Wherever possible, when a questionnaire had not been returned, we

attempted to follow up the questionnaire to encourage people to respond. At

least two returns were obtained by this means.

Completed questionnaires came from the following groups; primary education

(1), tertiary education (3) and special interest groups (1). The tertiary groups

were from a Further Education College, an Art and Design College and an

American University.

In the primary school and Further Education college groups, the genders were

fairly equally represented; in the Art and Design College and special interest

group (the Kensington & Chelsea Women’s Club) the group was totally or

mainly female.

•

•

−

−

−

•

•

•

•


-102-


•

•

•

•

•

•

•

•

Of the four groups specifying the racial composition of their groups, these

were predominantly white with a few Japanese in the special interest group.

The exception was the primary school group which included children from a

mix of racial groups. Two of the groups were made up largely of Americans.

5.2 Motivation for the Visit

The range of courses to which the visit was related among the tertiary level

groups were a B Tec National Diploma in Ceramics, an Access course for

Art & Design, a 10 week course on Interior Design and a degree course in Art

History.

The primary school’s visit built on the key stage 2 topic, the Victorians.

The Women’s Club Group, made up of Americans resident in the local area,

had a general interest in British History, Art and Domestic Architecture.

The objectives for the visit in each case obviously determined which of the

Galleries were visited. The table on the next page illustrates this (see Table

27).

5.3 Content of the Visit

The time spent in the Galleries varied from half an hour to three hours, with

the University group spending least time but with their visit confined to the

Adam galleries, and with the Women’s Club group spending longest although

this included lectures from the group organiser to her party.

All the groups except one went round in a single group; the Further Education

group went around in smaller groups.

All the adult groups took notes during their visit, while the primary school

completed a worksheet. All groups listened to a lecture; seemingly from the

group organiser. Sketches were made by the Further Education and Primary

School groups, though not by the Art & Design students.


-103-


Table 27: Objectives of Visit & Galleries Visited by Organised Groups

GROUP OBJECTIVES GALLERIES VISITED

Primary School • to look at artefacts relating to the Victorians • ‘Victorian furniture’

Further Education College • to gather information to complete assignment on the Arts & Crafts movement

• to reinforce previous term’s work on Pugin and the Gothic Revival

• Arts & Crafts movement

• Pugin & Gothic Revival

University • to look at 18th Century interior design • Adam Rooms

Art & Design College • to gain a complete view of British style and taste 1660-1790

• galleries relating to this period

Women’s Club • to gain an overview of furniture & interior design in Britain from 1500 onwards, with particular interest in the Georgian period

• galleries 122-126 plus rest of lower level


-104-


•

•

•

•

•

•

•

5.4 Evaluation of the Visit

In terms of the extent to which the objectives of their visit had been met, two

of the five groups felt that this had not been the case. The Art & Design

College group were disappointed by the closure of Gallery 56 and the removal

of the walnut furniture display so that they could not make a study of this.

Similarly, the Women’s Club felt that there was very little from the late C17th

on display.

Interest ratings out of a maximum of 10 resulted in four of the five giving a

score of 7 or above, up to a top score of 9. The remaining group gave a score

of 5 on the basis that they found the displays rather dry and wanted more

contextual information and information on process and craft techniques.

As for the aspects of the Galleries that the groups found most interesting,

these related to the objectives of their visit and were very general e.g.

furniture, textiles and ceramics. The University group found the reconstructed

rooms of special interest. For the Primary School children, it was simply

seeing the actual artefacts since most of the children would not have visited a

Museum before.

A similar pattern of scores was found relating to how much it was felt the

groups had learned from the Galleries. The Further Education group leader

gave a score of 5 on the basis that he was surprised at how unresponsive his

students had been.

For the other groups who gave a score of between 7 and 9 for learning, the

parts of the visit they felt they had learned most from were the C18th rooms

for two groups (“easier perhaps for Americans to relate to”) and Galleries 57-

122 for another (“gives a clear picture of style”).

They learned least from the areas they felt were lacking, Gallery 56 and the

late C17th displays.

These respondents were asked to express levels of agreement or

disagreement with the same statements that were used in the wider survey,


-105-


•

−

−

−

−

−

−

•

•

•

with the addition of a further statement “There’s not enough space to take a

group around easily”.

As we found in the sample who were interviewed, there was a spread of

response on most statements. Those yielding greatest agreement however

were the following:

it has a tranquil atmosphere

videos or slides should be incorporated to give a feel for the

historic period

I want to know more about how the objects were used

It would be really good if you could touch some of the objects

I would have liked to have had an audio-tour of the galleries

It would have been good to have a member of staff in the

galleries that you could talk to and ask questions about the

objects.

Apart from the first statement, the rest relate either to the type of information

required or, more commonly to the style of presentation and interpretation.

These groups clearly would like a greater mix of presentation styles than the

wider sample and indeed, on the issue of computer-based interactive exhibits,

only one group leader thought they would not be right for the Galleries.

On the issue of “It’s just like a museum should be”, interestingly, all but one

group leader sat on the fence, neither agreeing nor disagreeing; the other

disagreed.

The majority disagreed with the statement, “There’s not enough space to take

a group around easily.”


-106-


•

•

•

•

•

5.5 Redesign of the British Galleries

In response to what they would like to see more of in a redesigned British

Galleries, group leaders pointed to the gaps they had already identified. One

commented that she looked forward in particular to seeing the Melville State

Bed.

The area of redesign eliciting most comment was that of the atmosphere that

the Galleries should have. The quality of calm and peacefulness was clearly

appreciated by some, although better lighting was also requested.

Only one respondent gave any detail about how he saw the new Galleries.

This included different levels of information and techniques for conveying it,

better facilities for students to draw, the ability to easily make links between

the Galleries and elsewhere in the Museum for further research.

5.6 Perceived Value of the Visit

Only three respondents gave a score out of 10 for how valuable they found

their visit. Two gave scores of 8, while the other, 5.

If no changes were made to the Galleries, two of the groups said they would

definitely visit again, while another two said they might. The Art and Design

College group and the Women’s Club were most enthusiastic.

AUDIENCE RESEARCH FOR THE BRITISH GALLERIES Quantitative...

Documents

Transcript of AUDIENCE RESEARCH FOR THE BRITISH GALLERIES Quantitative...