Design Factors in the Museum Visitor Experience
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Transcript of Design Factors in the Museum Visitor Experience
Design Factors in the Museum Visitor Experience
Snapshot of a PhD Project in Progress26th September 2012
Regan Forrest
Principal Supervisor: Dr Jan PackerAssociate Advisor: Professor Roy Ballantyne
Research Problem
Exhibition Environment
“Design” Perspective
“Pedagogical” Perspective
“[a]lthough millions are spent yearly on upgrades and renovations, it is very possible that these additions and improvements are focusing on the wrong things . . . ” (Joseph-Mathews et al., 2009, p. 206).
Peer critiqueEnvironment as incidental
VisitorPerspective
?
Components of the Museum Visit
Visitor Goals and
Motivations
Reported Experience
Observed Behaviour
Visitor OutcomesExhibition Environment
‘Museum Atmospherics’ Model
Exhibition Environment
Visitor Motivations &
Goals
Perceived Atmosphere
•Design Appearance•Spatiality•Information Rate
Visitor Experience
•Behavioural•Affective•Cognitive
AttentionMessageAffect
Research Questions• How do visitors perceive and respond to atmospheric cues in
the exhibition environment? In what ways does this influence the visitor experience?
• What are the principal dimensions of visitors’ perceptions of exhibition atmospheres and how do these relate to the broader literature (Design Appearance, Spatiality, Information Rate)?
• What is the relationship between perceived atmosphere and visitor responses (affective, cognitive and behavioural)?
Study Sites – Permanent Exhibitions at SAM
Research Approach
• Phase 1: qualitative exploration of how visitors perceive
exhibition environments
• Phase 2: development of a quantitative instrument to
measure environmental perceptions in an exhibition setting
• Phase 3: study of the relationship between perceived
atmosphere and visitor experience
Methodology: Visual SummaryQUALData
Collection
QUALData
Analysis
quanData
Collection
quanData
Analysis
QUANData Analysis
QUANData Collection
Observation
Survey
Integrating of research results
Phase 1
Phase 2
Phase 3
Phase 1 Data Collection• 12 pre-arranged accompanied visits to exhibition spaces in SA
Museum (13 participants)• Think-aloud method plus follow-up interview generated 14
hours of data• A detailed, real-time account of a museum visit as
simultaneously experienced by researcher and participant
Preliminary Thematic Analysis
BarriersInformational
Ergonomic Sensory
Crowding Orientational
Objects / Labels Design / Display
Other
Description
Interaction
ResponseTechnique
Message / meaning
Reflection
Meaning
Personal Reflection
AttentionInformation
Integration / Linking
Environment
Next steps
• Consolidate findings from Phase 1
• Instrument development
• Pilot and conduct main study (3 exhibitions x 150 visitors each)