M&G NSW talks Audience Research at MA National Conference

Lunching on the lawn at the 2012 MA Conference

I recently attended the Museums Australia national conference In Adelaide and spoke about the State-wide NSW public galleries audience evaluation study Guess Who’s Going to the Gallery. Though I have been talking about this project since 2008, every time I return to it I am reminded of how important it is as both a data set and a bench mark for gallery audiences in Australia. 

There were, of course, several other presentations in this session. Reagan Forrest & Jenny Parsons talked about a project using skills of corporate volunteers to track the pathways of audiences in the Aboriginal galleries of the South Australian Museum and how that data was interpreted and its results implemented. Gillian Savage from Environmetrics Pty Ltd spoke about a simple template for a short questionnaire on evaluating a program or event. Carolyn Meehan from Museums Victoria spoke about the need to share data on our audiences... and led by example. The final presentation from Jan Packer (University of Queensland) looked at evaluating audience experiences along 15 qualities.

The Guess Who’s Going to the Gallery: The NSW State Report can be found here.

Gillian and Reagan & Jenny’s presentation can be found here.

Following the session, I ran a workshop Getting to Know You on learning more about your audiences. Originally aimed at volunteer managed and run museums, it was clear from a little bit of audience research, that the people in this workshop were far from beginners. In many ways the workshop proved the point that knowing who you are talking to should absolutely frame the type of research you do and the way you go about it.

With this group, I spoke though some of the basic ideas behind why audience evaluation is of use as well as some resources available – with a more comprehensive list included in this post.

You can download the basics of the workshop Getting to Know You here

Finally you can always contact me at M&G NSW with any questions.

Michael Huxley

Ignite the Power of Art- An evening with Gail Davitt, Dallas Museum of Art

We were privileged last week to have a visit from Gail Davitt, Chair of Learning Initiatives and Director of Education, Dallas Museum of Art (DMA) Gail's trip to Australia was organised by Museum and Gallery Servicess Queensland through funding from the Australia Council. Over a six year period the DMA undertook extensive audience research which has led them to rethink their relationships with audiences and indeed who those audiences are.

The research was undertaken over two key periods, an initial survey period from 2003-5 and a follow up in 2008. Randi Korn and Associates were engaged to undertake the research, and found that visitors could be statistically grouped into four distinct visitor groups:

Observers (26%)

• neither knowledgeable about art nor comfortable/emotionally connected to art
• interested in basic straightforward information about art
• Least comfortable explaining it to others
• 31% of this group are DMA members, 30% first time visitors

Participants ( 24%)

• want to connect with art in a variety of ways and seek interpretation through different mediums
• Acknowledge that they aren't familiar with art terminology, not comfortable talking about the meaning of a work of art to others
• 33% DMA members, 28% first time visitors

Independents (20%)

• Moderately confident viewing art
• Like to do so on their own terms without explanation and interpretation from the museum
• 32% DMA members, 28% first time visitors

Enthusiasts (30%)

• Confident, enthusuastic and emotionally & intellectually connected to works of art
• Comfortable looking at and talking about art
• Interested in all types of information about art
• Active participants in DMA programs and actively use interpretation offerings

The research has led the DMA to rethink who their audiences are, what audiences expect from the museum and how audiences engage with art.

One of the study's findings was that many visitors are interested in a variety of art forms. In response to this, the DMA has incorporated performing arts and writing into the interpretation of art through performances in exhibition spaces, the use of literary quotes in exhibition labels and inviting performing artists to respond to works. An example of this was a label in which Raphael Parry Executive and Artisitic Director Shakespeare Dallas (and Director of Texas Boumd, Arts and Letters Live at the DMA) responded to The Cloud Club a work by Matthew Barney incorporating a grand piano. The director's response provides a perspective on the work that was engaging and provided visitors with a new perspective on the work.

A further development was the inclusion of soundscapes in the recent exhibition Coastlines: Images of Land and Sea. The exhibition focused on coastal landscapes in paintings, works on paper and photographs from 1850- present. Faculty and students from the Arts and Technology department of the University of Texas created a variety of soundscapes that provided another layer to the visitor's experience of the exhibition. Similar to the way lighting is used in a gallery, some of the soundscapes washed through the space whilst others were only accessed when standing directly in front of the work.

This deeper understanding of audiences has influenced the developement of the DMA's SmARTphone app which provides users with a variety of opportunities to engage with and gain a deeper understanding of art. Introductory information provides a general understanding, for those who wish to go deeper, information is available about the artist, maker and/or cultural context of the work. This information is provided through photos, video, conversations and music. For those interested in engaging beyond the work itself, Responses uses sound design, film, visitor conversations and interactive opportunities for the audience to engage with and be inspired by the work.

One of the most interesting outcomes of the research has been the development of the Center for Creative Connections (C3). The C3 has been designed as a multigenerational space where both adults and children are invited to be creative and interact with both and exhibitions. The space includes a performance area, exemplary works from the collection and programming to encourage intergenerational activities. Audiences are invited to engage with the works on exhibitions through a range of activities such as Lick and Lather (Janine Antoni) a work involving busts of the artist in soap and chocolate. A barrier in front of the work held a series of magnetic words taken from the artist's work which visitors were invited to play with to piecing together their own reponse to the works.

Gail emphasised that the DMA spent a lot of time finnessing audience definitions. She was really honest about some of their trials that hadn't worked so well and how the DMA continues to learn from each project. The Center for Creative Connections is about to be redeveloped for the third time since it opened. This new iteration will be developed in pods/modules which will allow them to be reconfigured independantly of each other which DMA believes will be a less resource hungry approach but will also enable the C3 to be more responsive to change.

Over time the DMA's work with visitors has led to a 100% increase in audiences with more than 50% of visitors participating in educational and public programs. DMA now understand that different audiences expect different things so provide a range of experiences tailored to their various audience segments.

The DMA has published a book highlighting their approach to visitor engagement entitled Ignite the Power of Art . The book is written by Bonnie Pitman (recently retired director of the DMA and Ellen Hirzy and is available through Yale University Press

Thank you to the Australia Council for providing the funding to bring Gail to Australia and providing the venue for her talk and to M&GSQ, particularly Ann Baillie, for organising her journey in the midst of recent turmoil with Qantas.

There's a War On! Website Launch

On Tuesday 1 March, M&GNSW launched our new wiki website There's a War On! at Chifley Home Education Centre, Bathurst. The website has been developed as a follow on to the earlier thematic studies on collections and sites associated with World War I and World War II activities in NSW which led to the travelling exhibition There's a War On!

Launching the wiki website at Chifley Home Education Centre, gave people the added opportunity of viewing the exhibition There's a war On! and visiting Chifley Home. Ben Chifley's significant contribution to the Australian community during World War II, first as Treasurer, then as Minister for Post War Reconstruction and finally as Prime Minister following Curtin's untimely death in July 1945.

The website provides an opportunity for users to look at sites and collections associated with the homefront during WWI and WWII across NSW. Utilising google map technology, the sites and collections are mapped out on a map of NSW with the capacity to zoom into particular locations and view the map in either satellite or map mode. Each entry has a "pin" on the map, clicking on the "pin" takes the user to a page for that particular object or site. These pages provides information about the object or site which can include description, location, history and an image.

It is hoped that the information on the site will expand over time as users are invited not simply to visit the site but to become contributors adding information about their own collections or sites associated with World War I and World War II in NSW. The site also invites contributors to include their memories of particlar sites or object. We hope that this will allow people to share their thoughts about sites such as air training bases, POW camps or Women's Land Army Hostels.

Thank you to Bathurst Regional Council for hosting the event, in particular Sam Malloy, Grant Weatherstone and the other Chifley Home Staff. Thanks also to Carah's Bakery for the marvelous catering. It was also great to have Ian Rufus, heritage re-enactor from Lithgow, reveal the inner secrets of the .303 rifle and its dispersed production in feeder factories across the central west of NSW during World War II.

Chat with Jane Robinson, Head of Museum Development

During my time at MGS I have been privileged to have one on one discussions with many of the staff members. Today I had a great chat with Jane Robinson, Head of Museum Development who outlined many of the projects and some of the future plans that MGS have for Museum Development.

Many of the MGS staff have been focused for the last week on the planning of an upcoming project Skills for the Future. This is an internship program that will see people with tertiary level education from a range of backgrounds undertaking internships with museums and galleries across Scotland. The program includes both workplace training and a series of one day workshops and it is hoped will be the beginning of a new generation of museum workers.

Like Australia, Scotland has recently developed a new curriculum. Interestingly, where Australia is working towards a national curriculum, Scotland is working on a curriculum somewhat different to that delivered in other areas of the UK. The curriculum is developed through Learning and Teaching Scotland and apparently puts the learner at the centre of the curriculum and has four key outcomes- confident individuals, responsible citizens, successful learners and effective contributors. MGS are using these concepts as a focus for museums where learning is seen as lifelong. LTS Scotland has developed an intranet for teachers and other educators called GLOW and museums are being encouraged to collaborate on material for this website.

MGS is working through a digital content strategy which focuses on four key areas- sharing, creating, delivering and preserving. This year they have focused on effective collection management systems for large industrial museums and website based issues for museums and galleries operating within local government. As is often the case in Australia, Scottish museums and galleries based within local government are confronted with a range of issues when developing websites or engaging with social networking. To work through some of these issues, MGS will be hosting a meeting with key local government museum and gallery representatives and local government IT staff. It will be interesting to hear of the outcomes of this meeting.

Earlier this year, Adrian Babbidge was the guest speaker at MGS's AGM. Adrian is a museum consultant who has done a lot of work with the Association of Independent Museums including a research study on Volunteering in Independent Museums. Adrian's study and the speech he gave at the AGM, Changing Times, Changing People outlined the changing face of volunteering, encouraging museums not to keep looking for volunteers like themselves but thinking outside the square. His research found that there are approximately 4 "groups" or generations over an 80 year period and provided an outline of the attitudes, character and values of these different generations and how they might approach volunteering. There is much food for thought with Adrian's work.

Choices for Change

I'm including some general view from around Edinburgh in this post as it's not a particularly image strong topic.

As you will have no doubt heard, the Arts Community, including museums and galleries, are dealing with a greatly changed environment across the UK. Whilst the Scottish government has yet to announce its budget for the coming year, there is great concern about the impact of budget cuts on museums across Scotland. Museums Galleries Scotland have been approached by a number of museums, galleries and local governments over the past 6 months who have been exploring alternative mechanisms for managing the museums and galleries under their care.

Museums and Galleries Scotland have responded to this by preparing a toolkit called Choices for Change, which provides a means for museums, galleries and local government with a self assessment process to analyse what services museums and galleries are delivering to their local community and their local government. While it aims to provide an opportunity to look at alternative operational models, it is equally useful for museums and galleries who want to outline to their local government the sort of services they are providing to their community. In this manner there may be information that could be drawn from this process to inform council's cultural/social planning or overall planning processes. Equally it could be useful for museums and galleries who need to outline their services/operation in situations where council is looking to change their operational structures.

Certainly this model has been developed for a Scottish environment which is somewhat different to the Australian environment, but there may be information that could be adapted for Australian situations.

Museums Galleries Scotland

Well I've now had two full days in the offices of Museums Galleries Scotland and what a whirlwind it's been. I was asked to provide a brief talk to the staff about M&G NSW and the museums and galleries of NSW for the second morning so I had a very busy night pulling together something that gave an impression of us and the NSW museum and gallery scene- in 15 minutes! I'm not sure I fully did us justice but people were telling me all afternoon how interesting it was so I guess there was something there.

In putting together the talk I realised how much larger NSW is than Scotland. This is particularly striking when you consider that M&G NSW has about half the staff of Museums Galleries Scotland. MGS offer many of the same services that M&G NSW do, with the major difference being that MGS don't tour exhibitions.

MGS have a really strong interest in research which became focused a few years ago through the development of a research strategy. Following the development of the strategy MGS commissioned a study on the impact of museums on communities as a broad sweep study of this area. This study then led to two further studies undertaken in 2009- Volunteering in Museums and Cornerstones of Communities. What has been great about this research is the manner in which MGS has been able to use it to back up further work such as a wonderful glossy document written to promote the work of museums with Stakeholders also called Cornerstones of Communities and the document that promotes to government he role museums play within communities called How Museums Can Help You

The latest Saatchi exhibition- Newspeak, British Art Now opened in London last night and British Art- Show 7 is on in Nottingham. There's a bit of discussion going on about which is more representative of contemporary art in the UK today. Newspeak doesn't include any audiovisual works, presumably because these are not within the collecting interests of Saatchi which has led people to ask- is it better to have an exhibition of one man's collection or an exhibition curated by outside curators (as is the case with Show 7)? It would seem that this is also an opportunity to debate the strength of the arts in the north and south of the country.


Today I'm attending one of Museums Galleries Scotland's one day workshops, this one is focused on oral history and is being run for the second time this year as it filled up (18 people) when it was held at the beginning of the year. I'll be particularly interested to see what sort of equipment and storage methods are being used over here, as well as how people are using oral history in their museums.