The document discusses visitor motivations for visiting the Wellcome Collection based on ALVA data from The Heart Exhibition in 2007. The top three motivations were social mindset at 26%, broadening horizons at 21%, and topic interest at 21%. Other motivations included special focus at 18%, child engagement at 18%, and big kids at 16%. The Wellcome Collection aims to engage visitors through exhibitions like The Heart and spaces like the Reading Room.