Highland Museum Forum Visitors Survey 2012


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  • Worked with HMF to design a standard survey Worked with the committee to design a survey with 9 research questions and 5 demographic questions. Introduced a set of survey guidelines These were created to give all participating a clear overview of responsibilities and how to implement the surveyProduced document ‘Understanding the Questions’ for museums To help explain why were chose the questions and what data they will derive. Provided museums with data entry forms To capture attendance numbers (by the day) and staffing and volunteer levels. Museums tasked with collecting 100 surveys each 100 printed surveys were sent to each museum.All data fed back to HI-Arts LornaCruickshanks sent stamped addressed envelopes to all museums along with the printed 100 survey’s so they could send the completed surveys directly to HI-ArtsHI-Arts entered all survey data into online survey software Used questionpro to enter data – done in house – took approximately 3 weeks. HI-Arts analysed all data to produce:Individual reports for each participating museum based on their survey dataHMF report based on all survey data
  • About the HMF Working together to sustain, develop and promote Highland museums.The objectives of the Highland Museums Forum are to:provide opportunities for members to discuss matters relating to the management of museums in the Highlands and to provide a regular information exchangecreate a means for the interchange of ideas between the Highland Council, being the body responsible for local authority museums in the region, and the independent museumsencourage the development of complementary collecting policiespromote the sharing of support services and facilities and additionally look at ways of collectively making improvements in these services and facilitiesorganise seminars, lectures, conferences and workshops at which expert advice can be made available and opportunities given on matters of mutual interestencourage joint publicity and mutual promotion of facilities and exhibitionsco-operate in jointly organised or touring exhibitionstake any other action which could be of benefit to the museums in the Highlands
  • Domestic and foreign tourists visiting the area91% of all respondents were visitors to the area – on holiday, passing through, on a day trip or an overnight tripInterested in Scotland’s history and heritage24% of people were interested in history and heritage 21% wanted to understand more about the area they are visiting19% wanted to explore the exhibitions Visiting with their families 71% visited the museum with members of their family 23% came on their own or with friends 5% came with a group or a tour groupTravelling by car 67% travelled to the museum by car 16% travelled by footLikely to visit one other museum Most will visit the local shops and attractions – 60%16% would visit another museum or heritage centre 6% were likely to visit a cultural or arts venue First time attenders78% of all respondents were first time visitorsWord of mouth19% of people heard about the museum through word of mouth Brown road signs and guidebooks were also popular promotional toolsInteractive experiences18% of comments spoke about positive child friendly museum experiences 12% highlighted interactivity in the museum as important to their experience
  • Museum experience Demonstrates the excellent standards achieved across the HMF. Highlights the high standards of customer service and the museum experience offered by Highland Museums. Importance Access to history, heritage and learning opportunities is considered an important aspect for both the tourist and local resident. Visiting a museum or heritage centre is an integral part of people’s cultural experience of a place. Regardless of age, gender, or location people share a passion and interest in history and heritage. Being able to visit a museum is an important aspect of our lives, our families and children’s lives. First time visitors Room to improve repeat attendance Important to remember 1 in 2 people on holiday in the area 70% of people were visitors from within the UK.15% of people were tourists from outside of the UKPeople aged 60 to 74 yrs were the highest proportion of people who considered themselves ‘return’ visitors.People who visited with their families were most likely to be first time visitors.While people who visited on their own were more regular visitors to the museum. Membership16% of the total survey sample were members of the National Trust for Scotland. 16% were also members of the National Trust. Historic Scotland – 8% and local museums 4%Despite 88% saying visiting a museum or heritage centre is important or very important to them. Motivations Primary motivation is their interest in history and heritage Other factors that motivated people to visit were: personal familial connections to an area, to relax and to experience something different. For some larger museums the main motivation was a family day out. People under the age of 16 yrs are motivated by exploration. Marketing Reinforces the quality of the experience offered by the museums – that it lives up to the word of mouth and helps to stimulate word of mouth promotion. The data demonstrates that the current levels of marketing and promotion are most successful in attracting first time visitors. All museums need a diversified marketing strategy which relies on both online and printed marketing materials. People visiting with their families are more likely to rely on word of mouth, but will use additional marketing materials such as the museum website and Museums in the Highlands leaflet to help plan their visits. Couples were found to be more spontaneous and rely on brown road signs, guide books and passing by, they are more likely to make a decision to visit when presented with information. Repeat attenders were the group most likely to keep in touch with the museum through social networking. People under the age of 16 years were most likely to rely on their family members knowledge of the museum.
  • We produced two types of reports Total survey findings – the full HMF Survey Report. Gave overall analysis of data Gave comparative analysis between museums Gave analysis based on the aims of the survey. 2. Individual museum reports Gave each museum a report with their own findings Gave each museum a report to compare with the full survey report. Lorna Cruickshanks and HMF are currently producing a report to be published which will be made available to the public. Since –1 museum has changed its entire survey procedure to bring into line with the methodology set out in this project. All museums have used the data for their accreditation process. Copies of the research has been made available directly to Highland Council (on two separate occasions) and Highland DMOs operating for Highland Council. MGS has also had a copy of the report which they are making use of in their research and understanding of the museums sector.
  • Highland Museum Forum Visitors Survey 2012

    1. 1. Highland Museum Forum Visitors Summer Survey 2012 HI-Arts Audience Development Sian Jamieson sian@hi-arts.co.uk© HI-Arts Audience Development 2012
    2. 2. The SurveyAims• To create a profile of the typical Highland Museums visitor.• To collect quantitative & qualitative data to support future funding applications made by the HMF or individual museums/centres.• To looks for areas of improvement and development in marketing and promotion.
    3. 3. Methodology Survey guidelines Design Survey & ‘Understanding Data entry forms 100 Surveys each with HMF the Questions’ Survey data 9th July – 9thHI-Arts analysed entered into September All data fed back all survey data online survey Survey data to HI-Arts software gathering Produced HMF Produced report museum reports(all survey data) (individual museum data)
    4. 4. Participating HMF Museums1. Strathnaver Museum 12. Highland Museum of Childhood2. Caithness Horizons 13. Dingwall Museum3. Gairloch Museum 14. Groam House4. Museum of the Isles Museum5. Mallaig Heritage Centre 15. Nairn Museum6. West Highland Museum 16. Cromarty Courthouse & Hugh Miller’s Cottage7. Glencoe Folk Museum 17. Tain Through Time8. Highland Folk Museum& Clan Macpherson 18. Tarbat DiscoveryMuseum Centre9. Grantown Museum 19. History Links Museum10. Culloden Visitors 20. Timespan HeritageCentre Centre11. Inverness Museum 21. Dunbeath Heritageand Art Gallery Centre
    5. 5. Survey Data Gathering Results• 23 participating HMF museums• Conducted 9th July – 9th September 2012• 1,871 Surveys collected• 112,761 recorded visitors (18 museums)• Survey represents 1.7% of total visitors
    6. 6. Picture of a Highland Museum Visitor• Domestic and foreign tourists visiting the area• Interested in Scotland’s history and heritage• Visiting with their families• Travelling by car• Likely to visit one other museum• First time attenders• Word of mouth• Child friendly & interactive experiences
    7. 7. Survey Results 88% said visiting 99% said they would 96% rated the overall museums or heritage recommend a HMFexperience as excellent centres was important museum as a place to or good or very important to visit them 1 in 2 people were 42% were members of 78% were first time visiting the area on a heritage organisationvisitors to the museum holiday in Scotland or the UK 19% of people had 23% interested in heard about the history and heritage museum through word of mouth
    8. 8. Survey Reports
    9. 9. Collaborative Research Projects Are you interested?Contact GANE to investigate the potential. fiona@ganeaudiences.co.uk Sian@hi-arts.co.uk www.ganeaudiences.co.uk www.facebook.com/GANEaudiences @GANEaudiences