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Highland Museum Forum Visitors Survey 2012

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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

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