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Expectations and interests of the potential visitor

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Never ask just what people want to know, that will always end up in familiarity ... Funny Quotes. What animal lives in the mountains? Answer: Yeti ... – PowerPoint PPT presentation

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Title: Expectations and interests of the potential visitor


1
Expectations and interests of the potential
visitor
  • Interests

Knowledge
Associations
Expectations
2
Front-End Evaluation
  • Front End, Evaluation ?

3
When Front-End Evaluation?
  • After the concept is identified
  • And primary take-home messages are defined
  • Ask the right questions!
  • Never ask just what people want to know, that
    will always end up in familiarity
  • Never ask just what people are interested in,
    that will only reflect their knowledge on a
    topic, not per se an interest

4
What type of research should Front-End evaluation
be?
Qualitative questions (open-ended)
  • Focus group
  • Guided interview

5
What to do with results?
  • Guidance in the exhibition concept, themes and
    communication
  • Discuss the expected interest in the exhibition
    in the projectteam
  • It might help matching the targetgroup and the
    exhibition

6
Case Study X-tremes (workingtitle)
  • Animals and plants living in Extreme Environments
  • How plants and animals have adapted to extreme
    living conditions
  • International Travelling Exhibition
  • Opening in fall 2006 in Naturalis
  • Partners
  • Naturalis (Dutch Natural History Museum)
  • Natural History Museum in Belgium
  • Experimentarium, Science Centre in Denmark

7
The Evaluationin Naturalis
  • 2 students of Museology, 1 taperecorder
  • On various days
  • Chosing various Naturalis visitors
  • Guided interview
  • Pictures as props
  • 36 respondents

8
Questionnaire
  • Topical Framework
  • First questions with only a short explanation of
    the concept
  • Following questions while showing pictures

9
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10
Main results and remarkable responses
  • Interested visitors, but difficult subject
  • Examples of extreme environments
  • Desert, Deep Sea, Poles
  • Remarkable responses Pollution, city, enemies
  • Remarkable in Denmark Mars and Jungle
  • Adaptations to extremes
  • Familiar things (not surpisingly)
  • Ramarkable protective coloring

11
Questions while showing the pictures
  • Animals that live there
  • Familiar answers again polar bear, pinguin etc.
  • Plants that live there
  • Remarkable many think plants can live almost
    anywhere, especially moss
  • Can a human survive here, and with which
    adaptation?
  • Yes, many think humans can survive
  • With fur coat, flash light, boat (esp. Dutch and
    Danish)

12
(No Transcript)
13
  • Most interesting environment
  • Mountains (familiar)
  • Soda Lake (unfamiliar)
  • Would you like to visit the exhibition?
  • 81 yes!
  • Remarkable frequent Museum visitors are likely
    to go, those who consider themselfs as non
    visitors are not likely to go
  • Would you bring (your) children?
  • 50 NO, too difficult, or decide themselves

14
  • What would you expect to see in the exhibition?
  • See which animals live where and how they adapted
  • Film, pictures, examples, feel
  • Comparison between animals and humans
  • Lots of hands-on (esp. Experimentarium)
  • Want to be surprised (!)

15
Considerations for the exhibition
  • Use familiar as well as unfamiliar environments
  • Decide how to talk about adapted plants
  • Two sidethemes in the exhibition, to trigger the
    visitors mind
  • The City as an extreme environment (from nature
    point of view)
  • Mars why not life there?

16
  • For communication in exhibition, and external
    communication
  • Surviving has a temporary meaning to people,
    where biologists mean permanent
  • Adaptation as well
  • Main targetgroup from an age of 12 years
  • Exhibition not so easy to promote (subject rather
    difficult to tell)
  • Titles have to be tested in an early stage

17
Funny Quotes
  • What animal lives in the mountains?

Answer Yeti
  • What animal lives near the Soda Lake?

Answer raccoon (washing bear)
  • What plant grows in the mountain?

Answer Edelweiss, hihi!
18
Front-End Evaluation worth it!
  • Makes a varied exhibition team aware of the
    visitors mind
  • Gives input for concept development
  • Forces a team to have a well-thought concept and
    take-home messages

19
But
  • Should be well planned and well thought through
  • Tell the whole team how to use the information!
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